Japanese Sake Event "Dawn of the Young Generation 2026" Decides 50 Participating Breweries from 61 Nationwide! 40 Breweries Passing Selection + Last Year's TOP 10 Gather in Otemachi, Tokyo.

camo Inc. (Setagaya-ku, Tokyo; Representative Director: Aki Kawana), which promotes delicious Japanese sake and culture worldwide, has decided on a total of 50 breweries as participants for "Dawn of the Young Generation 2026" (Co-hosted by Mitsubishi Estate Co., Ltd.), Japan's largest sake event, to be held from Wednesday, September 30, 2026, to Sunday, October 4, 2026, in Otemachi Nakadori and Uchikanda Nakadori Plaza, Tokyo. In addition to the 40 breweries that passed the selection held on Tuesday, June 9, 2026, at Takanawa Gateway NEWoMan TAKANAWA MIMURE, the TOP 10 breweries from last year's sales ranking will automatically participate, bringing together 50 young brewers from across the country in Otemachi, Tokyo.

This event is a movement where young brewers, who will bear the next generation, take the lead in proposing new value and possibilities in response to the structural challenges facing the sake industry, such as "generational change," "lack of successors," and "market shrinkage." This year's theme is "Mutual Prosperity," and we anticipate a total of 10,000 visitors over five days.

Group photo of last year's participating breweries

What is "Dawn of the Young Generation"?

"Dawn of the Young Generation" is a sake event organized by breweries that has been held since 2007. From 2007 to 2017 and from 2018 to 2022, it was held primarily by leading breweries nationwide. In September 2022, camo Inc. took over the event, and as a result of continuous expansion and renewal, the current business scale has reached approximately 10 times that at the time of takeover.

This event is attracting significant attention as one of the few platforms nationwide that focuses specifically on "young brewers." To date, it has been held 40 times nationwide, with over 150 breweries from 42 prefectures participating. This initiative involves approximately 10% of breweries holding sake manufacturing licenses in Japan, of which there are about 1,500.

Background and Objectives: Transforming the Sake Industry's "Crisis" into "Hope"

The sake industry is currently at a major turning point, with a decrease in the number of breweries and closures due to a lack of successors. The impact of COVID-19 and rising rice prices have exacerbated this situation. On the other hand, young brewers who are challenging innovative sake brewing while inheriting tradition are emerging in various parts of the country.

"Dawn of the Young Generation 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, Tokyo, the center of business.

Scenes from last year

Highlights for 2026

With the theme "Mutual Prosperity," 2026 will be developed on two axes: "New Initiatives" and "Continuation and Strengthening." In collaboration with co-host Mitsubishi Estate Co., Ltd., new initiatives will be developed in conjunction with the Otemachi Gate Building (opening in 2026). Meanwhile, the selection system introduced last year and the two-period rotation system will be continuously refined. The event will be held on a scale anticipating 10,000 visitors over five days, including 50 domestic breweries plus invited overseas breweries.

【New Initiatives Starting This Year】

"Sake Day" Collaboration Project: This is the first year that "Sake Day" on October 1st falls within the event period. On this day, media will be invited, and special projects unique to "Sake Day" will be implemented to widely promote the charm of sake culture.

【Initiatives Continued and Strengthened from Last Year】

3. Holding of Selection Sessions: The selection system introduced in 2025 will continue. Professionals from restaurants and liquor stores active on the front lines of the industry will conduct a rigorous screening. This year, the discussion and feedback time will be further expanded, and participating breweries will be selected through discussions among the judges who have continued from last year.

4. Entry System by 4 Themes: Breweries will be selected based on four themes: "Fruity, Floral, Sparkling," "Crisp, Dry, Clear," "Umami, Rich, Kanzake (Warm Sake)," and "Aged, Complex."

5. Two-Period Rotation System: After interviewing all breweries about their preferred participation dates, the schedule will be structured to allow visitors to enjoy a diverse range of breweries and sake qualities throughout the five days. It will be held with a 25-brewery x 2-period rotation system.

6. Invitation of Overseas Breweries: SAKE breweries from around the world will continue to participate, disseminating the global spread of Japanese sake within Japan.

7. Premium Experience: A paid tour will be offered, guided by certified sake professionals, to the booths of participating breweries on the day. This will provide a premium experience to enjoy the charm of sake more deeply.

Selection Session Results and Announcement of 50 Participating Breweries

On Tuesday, June 9, 2026, the selection session for "Dawn of the Young Generation 2026" was held at Takanawa Gateway NEWoMan TAKANAWA MIMURE in Tokyo. A total of 61 young breweries nationwide entered, and after a tasting and discussion by nine judges, including Ms. Marie Chiba (Owner of EUREKA!) as chief judge, 40 breweries were selected. In addition to these, the TOP 10 breweries from the 2025 competition's sales ranking automatically qualified, resulting in the selection of 50 participating breweries.

The selection was conducted using the four-theme entry system that continued from the previous year. Professionals from restaurants and liquor stores active on the front lines of the industry rigorously judged each theme: "Fruity, Floral, Sparkling," "Crisp, Dry, Clear," "Umami, Rich, Kanzake (Warm Sake)," and "Aged, Complex."

Participating Breweries

Kobayashi Shuzo Co., Ltd. (Hokkaido) "Kitanonishiki"

Kamikawa Taisetsu Shuzo (Hokkaido) "Kamikawa Taisetsu" [Last Year's TOP 10]

Fukutsukasa Shuzo Co., Ltd. (Hokkaido) "Gosaikun"

Morino Jozo Co., Ltd. (Hokkaido) "APE"

Iwate Meijo Co., Ltd. (Iwate Prefecture) "Okuroku"

Asabiraki Co., Ltd. (Iwate Prefecture) "Asabiraki"

Akiho Heart Rock Sake Co., Ltd. (Miyagi Prefecture) "Raigyo -RAIKYO-"

Ina to Agave (Akita Prefecture) "Kafu" [Last Year's TOP 10]

Hiraisumi Honpo (Akita Prefecture) "Hiraisumi" [Last Year's TOP 10]

Furusawa Shuzo Co., Ltd. (Yamagata Prefecture) "Sawa Masamune"

Suehiro Shuzo Co., Ltd. (Fukushima Prefecture) "Gensai"

Goshi Kaisha Otokoyama Shuzoten (Fukushima Prefecture) "Aizu Otokoyama"

haccoba-Craft Sake Brewery- (Fukushima Prefecture) "Hana Uta Hoppusu" [Last Year's TOP 10]

Goshi Kaisha Ura Sato Shuzoten (Ibaraki Prefecture) "Urasato"

Tsuchida Shuzo (Gunma Prefecture) "Shintsuda" [Last Year's TOP 10]

Midoriikawa Shuzo Co., Ltd. (Niigata Prefecture) "Midoriikawa"

Naeba Shuzo Co., Ltd. (Niigata Prefecture) "Yukino Mayu"

Yusuke Komatsu (Abe Shuzo Co., Ltd.) (Niigata Prefecture) "Yusuke Komatsu"

Abe Shuzo (Niigata Prefecture) "Abe" [Last Year's TOP 10]

Hakkaisan Brewery Co., Ltd. (Niigata Prefecture) "Kikizake Rishu"

Sasaiwai Shuzo Co., Ltd. (Niigata Prefecture) "Sasa-jirushi"

Aoi Shuzo (Niigata Prefecture) "MaisonAoi" [Last Year's TOP 10]

Takarayama Shuzo Co., Ltd. (Niigata Prefecture) "Takarayama"

Wakatsuru Shuzo Co., Ltd. (Toyama Prefecture) "Sanroku Maru"

Hayashi Shuzo (Toyama Prefecture) "Hayashi"

Tsuruno Shuzoten (Ishikawa Prefecture) "Taniizumi" [Last Year's TOP 10]

Misuzu Shuzo Co., Ltd. (Nagano Prefecture) "SUN-ROKU"

Cultiva Co., Ltd. (Nagano Prefecture) "Sankeinishiki NAGANO"

Sugii Shuzo (Shizuoka Prefecture) "Sugikin"

Yamazaki Goshi Kaisha (Aichi Prefecture) "Oku"

Goshi Kaisha Shibata Shuzojo (Aichi Prefecture) "Takashi no Tsukasa"

Aoki Shuzo Co., Ltd. (Aichi Prefecture) "Kome-so"

Ito Co., Ltd. (Aichi Prefecture) "Shikishima"

Yasui Shuzo (Shiga Prefecture) "Kimoto Taro"

Happy Taro Jozo (Shiga Prefecture) "Ukiuki Hop"

Linné Co., Ltd. (Kyoto Prefecture) "800"

Gekkeikan Okura Sake Museum (Kyoto Prefecture) "Gekkeikan Studio"

Yamano Shuzo Co., Ltd. (Osaka Prefecture) "Katanosakura"

Yugen Kaisha Ota Shuzojo (Tottori Prefecture) "Benten Musume"

Egara Shuzo Co., Ltd. (Hiroshima Prefecture) "9th Generation Otafuku"

Shintani Shuzo Co., Ltd. (Yamaguchi Prefecture) "Wakamusume"

Mikunidori Shuzo Co., Ltd. (Ehime Prefecture) "NIKITATSU"

LIBROM Co., Ltd. (Fukuoka Prefecture) "FREROM"

Kikubijin Shuzo Co., Ltd. (Fukuoka Prefecture) "Yurin"

Oga Shuzo Co., Ltd. (Fukuoka Prefecture) "Oga"

Baba Shuzo (Saga Prefecture) "Nokomi" [Last Year's TOP 10]

Fukuda Shuzo Co., Ltd. (Nagasaki Prefecture) "Fukukai"

Mori Shuzo (Nagasaki Prefecture) "Hiraran" [Last Year's TOP 10]

Goshi Kaisha Yoshida-ya (Nagasaki Prefecture) "BANG"

Sentoku Shuzo Co., Ltd. (Miyazaki Prefecture) "Sentoku"

Event Overview

● Name: Dawn of the Young Generation 2026

● Dates: Wednesday, September 30, 2026 - Sunday, October 4, 2026

Wednesday, September 30, 2026 - Friday, October 2, 2026 17:00 - 21:00

Saturday, October 3, 2026 - Sunday, October 4, 2026 12:00 - 18:00

*Those who purchase early bird tickets can enter 30 minutes before the opening each day.

● Venue: Otemachi Nakadori, Uchikanda Nakadori Plaza, Chiyoda-ku, Tokyo

● Overview: Sake tasting and sales, food and soft drink tasting and sales, sales of sake and event merchandise, experiential programs, lectures, etc. *Event details are subject to change. Please understand this in advance.

● Number of Participating Breweries: 50 domestic breweries (25 breweries x 2 periods) + overseas breweries

● Organizer: Dawn of the Young Generation Executive Committee (camo Inc.)

● Co-organizer: Mitsubishi Estate Co., Ltd.

Future Developments

Details about each of the 50 participating breweries, their exhibited sakes, and selection episodes will be released sequentially. General sales for visitor tickets are scheduled to begin in mid-September. The latest information will be primarily disseminated through the Instagram account @sakejump, so please follow us for further updates.

*Event details are subject to change without notice. Please understand this in advance.

Judges' Comments

★ Chief Judge's Overall Comments

Thank you to all the breweries that submitted their entries for "Dawn of the Young Generation 2026." I am very pleased to have had the opportunity to engage with your sake with sincerity.

Delicious sake is now abundant throughout Japan. Therefore, in the future, won't sake that is not only delicious but also uniquely expressible by that particular brewery become even more important? While honing one's skills is a prerequisite, a cup that naturally conveys the local climate, the history accumulated by the brewery, and the human activities has the power to move the drinker's heart. That is the unique value and globally proud charm of sake.

I sincerely hope that you will cherish and nurture the sake that can only be expressed by your own brewery, rather than just chasing trends, and pass on that individuality to the future.

Marie Chiba (Owner, EUREKA!)

—

In this selection, I strongly felt the young brewers' passion for tradition and their regions. I believe they can explore broader perspectives and their own unique identities even further. There is only room for growth.

In an era where not only the brewing process but also the philosophy strongly influences sake, punchlines that strongly convey who you are targeting and where you want to deliver become important. I have high expectations for young brewers who will continue to carve out a new sake culture without being bound by conventional thinking. And as I am also in a position to continue challenging myself, let's liven up the industry together.

Jo Takasaki (Kan-shu / Okan of Takasaki)

—

As this was my second time judging, I approached it with a clearer evaluation framework based on my experience last year. In addition to the completeness and balance of aroma and flavor, I focused on what the brewer intended to express with this particular sake, how the brewery's individuality is reflected in the sake's quality, and the content of the 3-minute speeches.

Overall, the level was very high, and I was greatly stimulated by the free ideas and challenges unique to the younger generation, not just the improvement in technical skills. With each round of judging, I am reminded of the depth of sake and how much there is still to learn. I would be happy to continue to be involved in the development of the sake industry, receiving inspiration from the brewers and refining my own skills.

Tetsuro Koga (Owner, Inamizu Ama-terasu)

—

For the second time, I had the pleasure of tasting the sake before anyone else. My impression is that the sake from the young brewers has evolved even further in just one year. It is truly difficult to evaluate the trial and error and challenges that can only be undertaken once a year, and I feel a simple respect for them.

The diversity born from brewing the sake one believes in is the interesting aspect of the world of sake, and those sakes that did not make the cut this time certainly possessed that. Those who visited last time will see the steady growth of the young brewers. First-time visitors will discover the deliciousness of sake and the free and enjoyable world it offers. In any case, I want everyone to directly feel the determination of the brewers embodied in each liquid at the venue. I look forward to your visit again this year.

Go Umezawa (Representative, sobasay)

—

I had the important role of selection committee member again this year. While feeling the tension and responsibility, I was also greatly excited by new encounters and discoveries.

There were many high-level entries this year, but personally, I also saw many challenging ones. Not all of them are successful, but I respect the attitude of challenging, and I was pleased with the spirit of challenge through this event. I hope everyone will feel the challenges of each brewery at the venue!

Kazuya To (4th Generation, To Saketen)

—

Through judging "Dawn of the Young Generation 2026," I strongly felt that sake is stepping into a new era. After the era of pursuing quantity and the era of refining taste, we are now in an era that questions value that can only be expressed in that specific region, namely its "terroir." What was impressive this time was that, while assuming the completeness of sake quality, each brewery sincerely expressed its individuality through its taste.

I feel that "Sense of Place" inherent in the sake quality, rather than value described by specifications, is a crucial value that will shape the future of sake. I felt great potential for the future of sake in the numerous brands that expressed the integration of the local climate, history, and the brewer's philosophy. I believe that the passion and determination of challengers will create the future sake culture. I hope that the brands that passed this selection will become cups that move the hearts of many people.

Daisuke Ando (IMADEYA / Head of Product Commercial Department)

—

This judging session provided an opportunity to deeply feel not only the taste but also the vision each brewery holds and the passion with which they approach sake brewing. Although preparing the application documents must have been difficult, it was also an important time to reflect on the past and articulate the future, including their feelings for their region, their relationships with farmers, and their respect for the history inherited from their predecessors.

On the other hand, some sakes did not fully convey their original charm due to their condition upon opening or serving temperature. I felt that if the brewer has an intended taste, they might consider more strongly indicating the drinking method and temperature range. Regardless of the results, I hope this opportunity will be a positive step for each brewery towards their next sake brewing and communication methods.

Junichi Horiguchi (Sake no Kachidoki / Head of Product Sales Department)

—

There were many wonderful sakes again this time, and I occasionally forgot my role as a judge. Compared to last year, the level seemed to have risen even further. Sakes with a clear logic of "why we brew, why we brew this way, therefore we did this" resonate immediately when drunk, regardless of the brewery's scale, from large ones to small family businesses. It is truly a taste that you "understand when you drink it."

Furthermore, it is the slightly hypothetical, future-oriented tastes, rather than uniform tastes that are popular in the market, that make my heart pound with excitement. Although it may be presumptuous, I hope that you will all feel and experience the future that I felt in the 40 breweries I selected!

Kai Tanaka (OPEN BOOK)

—

For the second consecutive year, I served as a judge for the "Dawn of the Young Generation 2026" selection committee. What impressed me most overall this year was the significant growth achieved in the past year.

Last year, in challenging "subtractive" flavors, a trend in the sake industry, the completeness was not yet sufficient, and many sakes seemed to have similar impressions. However, this year, many sakes were presented that clearly understood and expressed each brewery's unique individuality with high quality. As a result, despite the tense judging process, it was a time that made my heart soar.

This change and evolution over the past year is the greatest charm of being "young" and its most important value. I hope that visitors will experience the dynamism towards the future of sake through the cups, which are the crystallization of breweries that have achieved great growth.

Kenta Shojima (Sumiyoshi Shuhan / Representative Director)

—

Organizer Information

camo Inc.

Founded in 2018. Based on its consulting business, it works to develop the sake industry. It has interviewed and published information on over 200 breweries nationwide. It took over the sake event "Dawn of the Young Generation" in 2022 and expanded its scale. Through "sakejump," it promotes value enhancement for breweries via events and e-commerce sites. In 2024, it implemented a project to support the recovery of breweries in Noto and held overseas sake events. In 2026, it will oversee the supervision of "sakejump takanawa," a physical store that opened in Takanawa, developing it as a base for disseminating Japanese alcoholic culture.

sakejump: https://sakejump.com

sakejump online: https://store.sakejump.com/ Instagram: https://www.instagram.com/sakejump/

sakejump takanawa: https://www.instagram.com/sakejump_takanawa

【Inquiries Regarding This Matter】

Dawn of the Young Generation Executive Committee (camo Inc.) E-mail: hello@sakejump.com