Japan's Largest Sake Event 'Sake Fair 2026,' Featuring Around 1,200 Labels Nationwide, Sells Out to Great Acclaim and Closes Successfully

The National Sake Brewers Association Central Association (hereinafter 'Central Association'), the largest industry group representing approximately 1,600 alcoholic beverage producers nationwide, held 'Sake Fair 2026' on June 19 (Fri) and 20 (Sat) at Sunshine City in Ikebukuro. 'Sake Fair 2026' consisted of two events: 'The 17th National Sake Fair,' gathering around 1,200 sake labels from across Japan, and the 'R7 Brewing Year National New Sake Appraisal Contest Public Tasting,' which showcases premium ginjo sakes produced during that year. Over the two days, approximately 5,600 attendees participated, and the event concluded with great enthusiasm and energy.

Inside the R7 Brewing Year National New Sake Appraisal Contest Public Tasting venue Scene from the 'SAKE DISCOVERY BAR' at the 17th National Sake Fair

The Newly Introduced 'U-39 Ticket' Attracts Younger Generations

The introduction of the 'U-39 Ticket,' limited to those aged 20–39, attracted many young visitors, including sake beginners and groups or couples in their 20s and 30s who expressed interest in learning more. One woman in her 20s said, 'I've always been interested in sake, but it seemed intimidating for beginners, so I just followed others' recommendations. This time, thanks to the brewery representatives who kindly guided me, I finally found a sake I truly enjoy.' Meanwhile, a couple in their 30s shared, 'We used to think of sake as something only for high-end Japanese cuisine, but the brewers taught us how it pairs well with many different types of food beyond traditional dishes. We're excited to enjoy sake more in our daily lives now.' The event radiated the vibrant energy of a sake industry that is rejuvenating both its producers and consumers.

'SAKE DISCOVERY GATE' Showcases the Latest Sake Culture

A special area called 'SAKE DISCOVERY GATE' particularly captured the attention of younger attendees. Inside this zone, alongside the 'SAKE DISCOVERY BAR,' which offers immersive, five-sense experiences highlighting sake's fun and freedom, a DJ booth featured beatmaker and DJ NAOYA SAKAMOTO, acclaimed for his theoretical sound design and background in traditional Japanese dance. Attendees enjoyed a stylish, free-spirited drinking culture—sipping sake while swaying to pleasant music in a chic atmosphere.

Around 1,200 Sake Labels from Across Japan Gathered—All Available for Tasting

Breweries from all 45 prefectures participated, setting up booths showcasing their regional pride. Each displayed their 'recommended sake,' deeply rooted in local food culture and terroir. The opportunity to speak directly with brewers and taste their creations while learning about their craftsmanship and behind-the-scenes stories offered an experience akin to 'traveling across Japan's breweries'—all without leaving Tokyo.

One attendee remarked, 'There's no other event where you can enjoy such a vast selection of sake. This was truly a precious experience.'

'Public Tasting' Offers a Chance to Sample This Year's Finest Ginjo Sakes

In an adjacent hall, the 'Public Tasting' event brought together around 400 award-winning sakes from Japan's most prestigious and historic competition, the National New Sake Appraisal Contest. This annual opportunity to taste the highest-quality ginjo sakes—crafted with skill and passion from breweries nationwide—drew many enthusiasts and younger fans. A repeat attendee shared, 'I usually buy several sakes each year from breweries that won gold at the National New Sake Appraisal Contest. This year, I also found my personal gold medal sake.'

Ultimate Sake and Cheese Pairings! Mini-Seminar on Logical Pairing Sells Out

At 'SAKE DISCOVERY GATE,' Total Beverage Producer Akiko Tomoda hosted a 'Sake and Cheese Pairing Experience Seminar.' Participants listened intently as they tasted three types of sake paired with various cheeses, learning logically why the combinations worked. Surprised by the deliciousness of unexpected pairings, attendees exclaimed, 'I want to try this at home right away!' Many left happily, equipped with ultimate pairing principles to elevate their everyday drinking routines.

While carefully preserving 'traditional sake brewing,' inscribed as a UNESCO Intangible Cultural Heritage, sake culture continues to evolve—fusing with music and innovative pairings. 'Sake Fair 2026' powerfully highlighted a new generation that respects tradition yet enjoys sake with open-minded, free-spirited creativity.

The National Sake Brewers Association Central Association will continue promoting the charm of Japan's 'national sake' both domestically and internationally, contributing to global culinary diversity and actively engaging younger generations.

Event Overview

Event Name: Sake Fair 2026

・The 17th National Sake Fair

・R7 Brewing Year National New Sake Appraisal Contest Public Tasting

<The 17th National Sake Fair>

Dates:

June 19, 2026 (Fri) Session 1: 18:00–20:30

June 20, 2026 (Sat) Session 2: 10:30–13:00 / Session 3: 14:30–17:00 ※Fully reserved seating with complete seat replacement

Program:

・Prefectural Sake Brewers Association (Federation) Booths

・SAKE DISCOVERY GATE – Experience music and diverse sake, various mini-seminars

・Traditional Sake Brewing Corner / Calligraphy Art Display Corner

・Sake Goods Corner

・Sake Brewery Tourism PR Corner

・SAKE DISCOVERY KITCHEN – Snacks, light meals, etc.

Venue:

Exhibition Hall A, 4F, World Import Mart Building, Sunshine City (3-1-1 Higashi-Ikebukuro, Toshima-ku, Tokyo)

Admission:

General: ¥5,000 per session

U-39 Ticket (limited to ages 20–39): ¥2,000 per session

Organizer: National Sake Brewers Association Central Association

<R7 Brewing Year National New Sake Appraisal Contest Public Tasting>

Dates:

June 20, 2026 (Sat) Session 1: 10:30–13:00 / Session 2: 15:00–17:30 ※Fully reserved seating with complete seat replacement

Program:

・Tasting area featuring around 400 award-winning sakes

・Sake aroma and flavor experience corner

・National Research Institute of Brewing corner

・Traditional Sake Brewing Corner

・Recycling Corner

・Yamada Nishiki 90th Anniversary Exhibition Corner

Venue:

Exhibition Hall B, 4F, Cultural Hall Building, Sunshine City (3-1-1 Higashi-Ikebukuro, Toshima-ku, Tokyo)

Admission:

General: ¥5,000 per session

U-39 Ticket (limited to ages 20–39): ¥2,000 per session

Organizer: National Sake Brewers Association Central Association

Cooperation: National Research Institute of Brewing (Independent Administrative Institution)

Official Website: https://sakefair.com/

<About the National Sake Brewers Association Central Association>

The largest organization in Japan's sake industry, representing approximately 1,600 traditional Japanese alcoholic beverage manufacturers (sake, authentic shochu/awamori, hon-mirin). Established in 1953 to ensure industry stability and healthy development, the association promotes the appeal of 'national sake' (koku-shu)—including sake, authentic shochu/awamori, and hon-mirin—crafted through 'traditional sake brewing,' a UNESCO Intangible Cultural Heritage. Through these efforts, the association contributes to global culinary diversity and works to expand demand both domestically and internationally.

Official Website: https://japansake.or.jp/sake/