Next-Generation Brewers from Across Japan Gather in Tokyo, Launching the Sake Industry's Largest Next-Gen Movement. "Wakate no Yoake 2026" Event Announced!
camo Inc. will host "Wakate no Yoake 2026," a major sake event in Tokyo, bringing together approximately 50 young brewers from Japan and overseas. Co-hosted with Mitsubishi Estate Co., Ltd., the event aims to address challenges in the sake industry and promote sustainable growth, expecting 10,000 visitors.
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camo Inc. (Setagaya-ku, Tokyo, Representative Director Aki Kawana), a company dedicated to spreading delicious Japanese sake and its culture worldwide, has announced that it will host "Wakate no Yoake 2026," one of Japan's largest sake events, bringing together approximately 50 young brewers from across the country, as well as sake breweries from overseas. The event will take place for five days, from Wednesday, September 30, to Sunday, October 4, 2026, at Otemachi Nakadori and Uchikanda Nakadori Plaza in Tokyo. Co-hosted by Mitsubishi Estate Co., Ltd., the event anticipates 10,000 visitors over five days and will be developed under the theme of "Coexistence and Co-prosperity."
This event is launched as a movement where young brewers, who will lead the next generation, take the initiative to propose new value and possibilities in response to structural challenges facing the sake industry, such as "generational change," "lack of successors," and "market shrinkage."
Group photo of participating breweries last year
■ What is "Wakate no Yoake"?
"Wakate no Yoake" is a sake event organized by brewery owners that has continued since 2007. It was held for two periods, from 2007-2017 and 2018-2022, primarily by influential breweries nationwide. Since September 2022, camo Inc. has taken over, and as a result of expansion and renewal, the current business scale has reached approximately 10 times that at the time of succession.
This event has attracted significant attention as one of the few nationwide sake events specializing in "young brewers." To date, it has been held 40 times across the country, with over 150 breweries participating from 42 prefectures. This initiative involves approximately 10% of the roughly 1,500 sake brewing licenses in Japan.
Scenes from last year, scenes from last year
■ Background and Purpose: Transforming the Sake Industry's "Crisis" into "Hope"
Currently, the sake industry is facing a major turning point, with a decrease in the number of breweries and business closures due to a lack of successors. COVID-19 and rising rice prices have exacerbated this situation. On the other hand, young brewers who challenge innovative sake brewing while inheriting tradition are emerging throughout the country.
"Wakate no Yoake 2026" aims to redefine sake not merely as a traditional industry but as a "sustainable growth industry" by bringing together 50 such next-generation brewers in Otemachi, the business center of Tokyo.
Scenes from last year
■ Highlights of 2026
Under the theme of "Coexistence and Co-prosperity," 2026 will feature both "new initiatives" and "continuation and strengthening." While introducing new initiatives in collaboration with Mitsubishi Estate Co., Ltd. and the Otemachi Gate Building (opening in 2026), the event will continuously refine the selection committee system and the two-period rotation system introduced last year. With 50 domestic breweries and overseas breweries invited, the event is expected to attract 10,000 visitors over five days.
【New Initiatives Starting This Year】
Otemachi Gate Building Collaboration: First collaboration with the Otemachi Gate Building, which Mitsubishi Estate will open in 2026. A film screening related to sake and brewers will be held in a venue with a capacity of 150 people, and new sake vessels, warm sake, cocktails, and other live experiences will be offered at a cafe adjacent to the 1F tourist information center.
"Sake Day" Linked Project: This is the first year that "Sake Day" (October 1) falls within the event period. A special project that can only be enjoyed at the venue on that day will be newly developed.
【Ongoing and Strengthened Initiatives from Last Year】
Holding of Selection Committee: The selection committee system introduced in 2025 will continue. Professionals from restaurants and liquor stores active at the forefront of the industry will conduct strict evaluations. This year, discussion and feedback time will be further expanded, and participating breweries will be selected through discussions among the judges who have served continuously since last year.
Four-Theme Entry System: Breweries are selected based on four themes: ① Fruity and floral aromas, sparkling | Characterized by expressions such as "muscat," "melon," "juicy," and "gorgeous"; ② Crispness, dry, transparency | A zone for food-pairing sake centered on "crispness," "dryness," "refreshingness," and "transparency"; ③ Umami, richness, warm sake | Sake with "umami," "richness," "mellow," and "shines when warmed," mainly Kimoto/Yamahai style and sake suitable for warming; ④ Aged, complex | Sake with "aging," "barrel," "lingering finish," and "complexity," focusing on long-aged or highly individualistic sake.
Two-Period Rotation System: The first period (9/30-10/1) will feature emerging breweries, and the second period (10/2-10/4) will feature leading breweries with strong visitor appeal, visualizing friendly competition among young brewers.
Invitation of Overseas Breweries: Sake breweries from various countries around the world will continue to participate, disseminating the global spread of Japanese sake domestically.
Premium Experience: A paid tour guided by certified sake professionals will be offered to introduce the participating brewery booths. This provides a premium experience to taste many brands at once.
■ Recruitment of Breweries for the Selection Committee Starts Today
"Wakate no Yoake" aims to promote the revitalization of young brewers who bring new energy to the sake industry and support the overall growth of the industry. While encouraging more young brewers to participate, there is a physical limit to the number of booths, and the selection process aims to ensure a certain level of tension and proactiveness at the event.
This event is launched as a movement where young brewers, who will lead the next generation, take the initiative to propose new value and possibilities in response to structural challenges facing the sake industry, such as "generational change," "lack of successors," and "market shrinkage."
Group photo of participating breweries last year
■ What is "Wakate no Yoake"?
"Wakate no Yoake" is a sake event organized by brewery owners that has continued since 2007. It was held for two periods, from 2007-2017 and 2018-2022, primarily by influential breweries nationwide. Since September 2022, camo Inc. has taken over, and as a result of expansion and renewal, the current business scale has reached approximately 10 times that at the time of succession.
This event has attracted significant attention as one of the few nationwide sake events specializing in "young brewers." To date, it has been held 40 times across the country, with over 150 breweries participating from 42 prefectures. This initiative involves approximately 10% of the roughly 1,500 sake brewing licenses in Japan.
Scenes from last year, scenes from last year
■ Background and Purpose: Transforming the Sake Industry's "Crisis" into "Hope"
Currently, the sake industry is facing a major turning point, with a decrease in the number of breweries and business closures due to a lack of successors. COVID-19 and rising rice prices have exacerbated this situation. On the other hand, young brewers who challenge innovative sake brewing while inheriting tradition are emerging throughout the country.
"Wakate no Yoake 2026" aims to redefine sake not merely as a traditional industry but as a "sustainable growth industry" by bringing together 50 such next-generation brewers in Otemachi, the business center of Tokyo.
Scenes from last year
■ Highlights of 2026
Under the theme of "Coexistence and Co-prosperity," 2026 will feature both "new initiatives" and "continuation and strengthening." While introducing new initiatives in collaboration with Mitsubishi Estate Co., Ltd. and the Otemachi Gate Building (opening in 2026), the event will continuously refine the selection committee system and the two-period rotation system introduced last year. With 50 domestic breweries and overseas breweries invited, the event is expected to attract 10,000 visitors over five days.
【New Initiatives Starting This Year】
Otemachi Gate Building Collaboration: First collaboration with the Otemachi Gate Building, which Mitsubishi Estate will open in 2026. A film screening related to sake and brewers will be held in a venue with a capacity of 150 people, and new sake vessels, warm sake, cocktails, and other live experiences will be offered at a cafe adjacent to the 1F tourist information center.
"Sake Day" Linked Project: This is the first year that "Sake Day" (October 1) falls within the event period. A special project that can only be enjoyed at the venue on that day will be newly developed.
【Ongoing and Strengthened Initiatives from Last Year】
Holding of Selection Committee: The selection committee system introduced in 2025 will continue. Professionals from restaurants and liquor stores active at the forefront of the industry will conduct strict evaluations. This year, discussion and feedback time will be further expanded, and participating breweries will be selected through discussions among the judges who have served continuously since last year.
Four-Theme Entry System: Breweries are selected based on four themes: ① Fruity and floral aromas, sparkling | Characterized by expressions such as "muscat," "melon," "juicy," and "gorgeous"; ② Crispness, dry, transparency | A zone for food-pairing sake centered on "crispness," "dryness," "refreshingness," and "transparency"; ③ Umami, richness, warm sake | Sake with "umami," "richness," "mellow," and "shines when warmed," mainly Kimoto/Yamahai style and sake suitable for warming; ④ Aged, complex | Sake with "aging," "barrel," "lingering finish," and "complexity," focusing on long-aged or highly individualistic sake.
Two-Period Rotation System: The first period (9/30-10/1) will feature emerging breweries, and the second period (10/2-10/4) will feature leading breweries with strong visitor appeal, visualizing friendly competition among young brewers.
Invitation of Overseas Breweries: Sake breweries from various countries around the world will continue to participate, disseminating the global spread of Japanese sake domestically.
Premium Experience: A paid tour guided by certified sake professionals will be offered to introduce the participating brewery booths. This provides a premium experience to taste many brands at once.
■ Recruitment of Breweries for the Selection Committee Starts Today
"Wakate no Yoake" aims to promote the revitalization of young brewers who bring new energy to the sake industry and support the overall growth of the industry. While encouraging more young brewers to participate, there is a physical limit to the number of booths, and the selection process aims to ensure a certain level of tension and proactiveness at the event.