【Research Report】Visualizing Overseas Demand for Japanese Sake at Shibuya's Inbound Hub. Mirai Nihonshu-ten & SAKE BAR Conducts Test Marketing for International Visitors on Four Minamiaizu Sake Breweries' Brands in Collaboration with Survey Research Center.
Mirai Nihonshu-ten & SAKE BAR in Shibuya, in collaboration with four sake breweries from Minamiaizu and Survey Research Center, conducted test marketing for Japanese sake among international visitors. This yielded specific insights into overseas demand for sake, prompting the strengthening of its inbound marketing platform functions.
📋 Article Processing Timeline
- 📰 Published: May 7, 2026 at 19:50
- 🔍 Collected: May 7, 2026 at 11:01
- 🤖 AI Analyzed: May 7, 2026 at 11:33 (32 min after Collected)
Frontier&Co Inc. (Headquarters: Chuo-ku, Tokyo / Representative Director: Yoshihito Takakura), a subsidiary of Rashinban Inc. (Headquarters: Chuo-ku, Tokyo / Representative Director: Fumito Sasaki), which operates "Mirai Nihonshu-ten & SAKE BAR" (https://sakebar.frontierco.jp/), conducted a test marketing survey on Japanese sake targeting international visitors to Japan, in collaboration with Minamiaizu Town, Fukushima Prefecture, and Survey Research Center Co., Ltd.
Mirai Nihonshu-ten & SAKE BAR x Inbound Customer Test Marketing
In this project, utilizing "Mirai Nihonshu-ten & SAKE BAR" located in Shibuya, a hub for tourists from all over the world, we verified concrete pathways to enhance recognition, understanding, and purchase intent for Japanese sake.
As a result, extremely valuable insights were gained for municipalities and sake breweries aiming for overseas expansion. Following this, Mirai Nihonshu-ten & SAKE BAR will fully strengthen its function as an "Inbound Marketing Platform" to support the overseas expansion of municipalities and manufacturers nationwide.
■ Background of the Survey: Building a New Model for Regional Revitalization Starting from "Inbound Experience"
Our store, located in Shibuya, which is visited by approximately 60%* of international tourists, attracts a daily stream of people from all over the world with a strong interest in Japanese culture.
This time, Minamiaizu Town, the Minamiaizu Town Tourism Association, and four local sake breweries (Aizu Shuzo, Kaitonanzan Shuzo, Kokken Shuzo, Hanaizumi Shuzo), in cooperation with the research company Survey Research Center, empirically verified "what stories and flavors resonate with foreigners" at our store.
*※: Tokyo Metropolitan Government Bureau of Industrial and Labor Affairs "2024 Survey Report on Behavioral Characteristics of Foreign Visitors by Country/Region"
https://www.sangyo-rodo.metro.tokyo.jp/documents/d/sangyo-rodo/03_r6houkoku_1222
■ Survey Implementation Structure
Research Company: Survey Research Center Co., Ltd.
Responsible for survey execution, inbound survey design, and analysis.
Region: Minamiaizu Town, Minamiaizu Town Tourism Association
Responsible for regional cooperation, sake brewery support, and consideration of information dissemination.
Sake Breweries: Aizu Shuzo, Kaitonanzan Shuzo, Kokken Shuzo, Hanaizumi Shuzo
Provided advice and products.
Store: Mirai Nihonshu-ten & SAKE BAR
Cooperated as a test marketing space.
Japanese sake provided for the survey:
- Kokken Shuzo: Yamahai Junmai Kokken
- Aizu Shuzo: Yamanoi Sayaka
- Kaitonanzan Shuzo: Nanzan Junmai Ginjo
- Hanaizumi Shuzo: Roman Junmai Ginjo Ikkai Hiire
■ Main Achievements and Insights Gained from the Survey
Through this initiative, several points to consider for overseas marketing were revealed.
Feedback on Taste:
There was a significant discrepancy in taste impressions for the same samples between sake brewery representatives, researchers (Japanese), and guests (foreigners).
This suggests the importance of building taste appeals for overseas promotion by incorporating actual user feedback.
Preferences:
When chosen solely by taste, relatively light and crisp brands were popular.
It was suggested that many foreigners prefer sake for food pairing, similar to wine, rather than enjoying the taste of sake itself like a distilled spirit such as whiskey.
How to Choose Brands:
There was a comment that it was "scary" to choose a brand because they didn't know what to select, even though they understood sake has varieties and history like whiskey.
It was confirmed that for labels, which are one of the few sources of information, Japanese designs are perceived as "pictures," and no meaning is conveyed from the brand names. Therefore, supplementary notes in English or other languages, attached multilingual leaflets, or recommendations from staff are essential.
Inbound Survey Scene
■ Mirai Nihonshu-ten's "Inbound Promotion Support" Functions
Based on these survey results, Mirai Nihonshu-ten & SAKE BAR will partner with and provide the following functions to municipalities and businesses facing challenges such as "not knowing how to market overseas" or "wanting to know the reactions of international customers."
- Test Marketing Support:
Tasting/trials for international visitors utilizing the Shibuya store, and acquisition of detailed survey data.
- Storytelling PR:
Conveying brand background by experts, including foreign staff, and direct approach to the inbound segment.
- Global Showcase:
Utilizing the Shibuya location as a base for shooting images/videos and disseminating information via SNS to the world.
■ Future Outlook: A Bridge Connecting Local Japan to the World
Mirai Nihonshu-ten will not only remain a sake retailer and SAKE BAR but will also fully strengthen its function as a "frontline information hub" for delivering Japan's wonderful local assets to the world, and we are widely seeking co-creation partners (municipalities, companies).
■ Mirai Nihonshu-ten
Keywords:
Mirai Nihonshu-ten & SAKE BAR x Inbound Customer Test Marketing
In this project, utilizing "Mirai Nihonshu-ten & SAKE BAR" located in Shibuya, a hub for tourists from all over the world, we verified concrete pathways to enhance recognition, understanding, and purchase intent for Japanese sake.
As a result, extremely valuable insights were gained for municipalities and sake breweries aiming for overseas expansion. Following this, Mirai Nihonshu-ten & SAKE BAR will fully strengthen its function as an "Inbound Marketing Platform" to support the overseas expansion of municipalities and manufacturers nationwide.
■ Background of the Survey: Building a New Model for Regional Revitalization Starting from "Inbound Experience"
Our store, located in Shibuya, which is visited by approximately 60%* of international tourists, attracts a daily stream of people from all over the world with a strong interest in Japanese culture.
This time, Minamiaizu Town, the Minamiaizu Town Tourism Association, and four local sake breweries (Aizu Shuzo, Kaitonanzan Shuzo, Kokken Shuzo, Hanaizumi Shuzo), in cooperation with the research company Survey Research Center, empirically verified "what stories and flavors resonate with foreigners" at our store.
*※: Tokyo Metropolitan Government Bureau of Industrial and Labor Affairs "2024 Survey Report on Behavioral Characteristics of Foreign Visitors by Country/Region"
https://www.sangyo-rodo.metro.tokyo.jp/documents/d/sangyo-rodo/03_r6houkoku_1222
■ Survey Implementation Structure
Research Company: Survey Research Center Co., Ltd.
Responsible for survey execution, inbound survey design, and analysis.
Region: Minamiaizu Town, Minamiaizu Town Tourism Association
Responsible for regional cooperation, sake brewery support, and consideration of information dissemination.
Sake Breweries: Aizu Shuzo, Kaitonanzan Shuzo, Kokken Shuzo, Hanaizumi Shuzo
Provided advice and products.
Store: Mirai Nihonshu-ten & SAKE BAR
Cooperated as a test marketing space.
Japanese sake provided for the survey:
- Kokken Shuzo: Yamahai Junmai Kokken
- Aizu Shuzo: Yamanoi Sayaka
- Kaitonanzan Shuzo: Nanzan Junmai Ginjo
- Hanaizumi Shuzo: Roman Junmai Ginjo Ikkai Hiire
■ Main Achievements and Insights Gained from the Survey
Through this initiative, several points to consider for overseas marketing were revealed.
Feedback on Taste:
There was a significant discrepancy in taste impressions for the same samples between sake brewery representatives, researchers (Japanese), and guests (foreigners).
This suggests the importance of building taste appeals for overseas promotion by incorporating actual user feedback.
Preferences:
When chosen solely by taste, relatively light and crisp brands were popular.
It was suggested that many foreigners prefer sake for food pairing, similar to wine, rather than enjoying the taste of sake itself like a distilled spirit such as whiskey.
How to Choose Brands:
There was a comment that it was "scary" to choose a brand because they didn't know what to select, even though they understood sake has varieties and history like whiskey.
It was confirmed that for labels, which are one of the few sources of information, Japanese designs are perceived as "pictures," and no meaning is conveyed from the brand names. Therefore, supplementary notes in English or other languages, attached multilingual leaflets, or recommendations from staff are essential.
Inbound Survey Scene
■ Mirai Nihonshu-ten's "Inbound Promotion Support" Functions
Based on these survey results, Mirai Nihonshu-ten & SAKE BAR will partner with and provide the following functions to municipalities and businesses facing challenges such as "not knowing how to market overseas" or "wanting to know the reactions of international customers."
- Test Marketing Support:
Tasting/trials for international visitors utilizing the Shibuya store, and acquisition of detailed survey data.
- Storytelling PR:
Conveying brand background by experts, including foreign staff, and direct approach to the inbound segment.
- Global Showcase:
Utilizing the Shibuya location as a base for shooting images/videos and disseminating information via SNS to the world.
■ Future Outlook: A Bridge Connecting Local Japan to the World
Mirai Nihonshu-ten will not only remain a sake retailer and SAKE BAR but will also fully strengthen its function as a "frontline information hub" for delivering Japan's wonderful local assets to the world, and we are widely seeking co-creation partners (municipalities, companies).
■ Mirai Nihonshu-ten
Keywords: