"Learn Sake With Laughter" in Ginza - First Collaboration with Sake Sommelier Comedy Duo "Nihonshu" to Create New Fans for Niigata Sake
Ginza Niigata Information Center THE NIIGATA will host an interactive "Sake Lecture with Tasting" on April 28, 2026, collaborating with the sake sommelier comedy duo "Nihonshu" to attract younger demographics to sake through entertainment.
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- 📰 Published: April 23, 2026 at 21:07
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"Ginza Niigata Information Center THE NIIGATA," located in Ginza, Chuo-ku, Tokyo, will hold its first interactive event, "Sake Lecture with Tasting," in collaboration with the comedy duo "Nihonshu," who hold sake sommelier certifications, on Tuesday, April 28, 2026.
This event aims to convey the appeal of sake to those who are unfamiliar with it by combining "laughter" and "learning," and to cultivate a new fan base for Niigata's local sake.
1 Background and Purpose
While Niigata Prefecture is known as one of the country's leading sake-producing regions, people, especially the younger generation, are increasingly turning away from sake.
Under these circumstances, this event creates an accessible entry point for beginners to easily enjoy by incorporating the entertainment element of "Manzai" (stand-up comedy), unlike traditional sake lectures.
Furthermore, as THE NIIGATA's first collaboration project with a comedy duo, it aims to provide new experiential value.
2 Features of the Event
(1) A "New Sake Experience" where you learn while laughing
A comedy duo with sake sommelier certifications will easily explain the basic knowledge of sake. It is structured so that even beginners can have fun learning while enjoying comedy.
(2) An experience design integrating learning, laughter, and tasting
Through the flow of lecture -> comedy -> tasting, knowledge and experience are linked, providing a memorable sake experience.
(3) A real touchpoint to encounter Niigata sake in Ginza
After the event, a tasting will be held at "THE SAKE Stand" inside the building, allowing participants to experience Niigata's sake culture on the spot.
3 Event Overview
(1) Name: Sake Sommelier Comedy Duo "Nihonshu's" Laugh, Learn, and Get Hooked on Niigata Sake
"Interactive Sake Lecture with Tasting"
(2) Date and Time: Tuesday, April 28, 2026
1st Session: 12:00 - 13:00
2nd Session: 14:00 - 15:00
3rd Session: 16:00 - 17:00
(3) Venue: Ginza Niigata Information Center THE NIIGATA, 3rd Floor Event Space
(4) Content: Learn and enjoy sake in the following flow.
1. Sake Lecture (at the 3F event space)
2. Sake Comedy (at the 3F event space)
3. Tasting and Networking (Move to 2F Niigata Sake THE SAKE Stand)
(5) Capacity: 15 people per session
(6) Participation Fee: 1,500 yen (includes 5 tastings)
(7) Organizer: Ginza Niigata Information Center THE NIIGATA
*Please refer to THE NIIGATA official website for application methods.
4 Profile of Sake Sommelier Comedy Duo "Nihonshu"
A comedy duo consisting of Asayan from Higashiosaka City, Osaka Prefecture, and Kazuaki Kitai from Himeji City, Hyogo Prefecture. Graduates of the 28th class of Osaka NSC.
Formed on October 1, 2007. In February 2014, they held a solo live show "Yahoo!!" at 5up Yoshimoto (currently Yoshimoto Manzai Theater), and left Yoshimoto Kogyo upon graduating from 5up Yoshimoto with a full house.
From June 2014, the duo devoted themselves to sake training at Liquor Plaza Ogoshi Liquor Store (Inage, Chiba City, Chiba Prefecture), and in September of the same year, they acquired the sake sommelier qualification "Kikisakeshi".
From January 2015, they resumed their freelance entertainment activities as the world's only comedy duo where both members hold the sake sommelier "Kikisakeshi" qualification.
Currently, with the goal of "Sake on the dining table. Comedy duo Nihonshu in the conversation.", they perform at sake events and brewery openings nationwide, including online. They also regularly hold the "Sake Navigator Certification Course" for beginners. As of April 2026, they have certified over 1,100 people and have received a special distinguished service award from the Sake Service Institute (SSI), the certifying body for Kikisakeshi and Sake Navigators.
In addition, the series "#shiterufurishitesakenonderuyatsu" (People drinking sake pretending to do something else) posted by Asayan on TikTok has exceeded a total of 20 million views, and they are broadly striving to spread awareness among Gen Z and stimulate interest in drinking.
5 Future Outlook
THE NIIGATA plans to continue holding the "Interactive Sake Lecture with Tasting" about once a month. Scheduled dates for upcoming events: Tuesday, May 26, and Tuesday, June 9.
Through projects combining food, culture, and entertainment, we will create new touchpoints connecting Niigata and the Tokyo metropolitan area, working to expand the associated population.
This event aims to convey the appeal of sake to those who are unfamiliar with it by combining "laughter" and "learning," and to cultivate a new fan base for Niigata's local sake.
1 Background and Purpose
While Niigata Prefecture is known as one of the country's leading sake-producing regions, people, especially the younger generation, are increasingly turning away from sake.
Under these circumstances, this event creates an accessible entry point for beginners to easily enjoy by incorporating the entertainment element of "Manzai" (stand-up comedy), unlike traditional sake lectures.
Furthermore, as THE NIIGATA's first collaboration project with a comedy duo, it aims to provide new experiential value.
2 Features of the Event
(1) A "New Sake Experience" where you learn while laughing
A comedy duo with sake sommelier certifications will easily explain the basic knowledge of sake. It is structured so that even beginners can have fun learning while enjoying comedy.
(2) An experience design integrating learning, laughter, and tasting
Through the flow of lecture -> comedy -> tasting, knowledge and experience are linked, providing a memorable sake experience.
(3) A real touchpoint to encounter Niigata sake in Ginza
After the event, a tasting will be held at "THE SAKE Stand" inside the building, allowing participants to experience Niigata's sake culture on the spot.
3 Event Overview
(1) Name: Sake Sommelier Comedy Duo "Nihonshu's" Laugh, Learn, and Get Hooked on Niigata Sake
"Interactive Sake Lecture with Tasting"
(2) Date and Time: Tuesday, April 28, 2026
1st Session: 12:00 - 13:00
2nd Session: 14:00 - 15:00
3rd Session: 16:00 - 17:00
(3) Venue: Ginza Niigata Information Center THE NIIGATA, 3rd Floor Event Space
(4) Content: Learn and enjoy sake in the following flow.
1. Sake Lecture (at the 3F event space)
2. Sake Comedy (at the 3F event space)
3. Tasting and Networking (Move to 2F Niigata Sake THE SAKE Stand)
(5) Capacity: 15 people per session
(6) Participation Fee: 1,500 yen (includes 5 tastings)
(7) Organizer: Ginza Niigata Information Center THE NIIGATA
*Please refer to THE NIIGATA official website for application methods.
4 Profile of Sake Sommelier Comedy Duo "Nihonshu"
A comedy duo consisting of Asayan from Higashiosaka City, Osaka Prefecture, and Kazuaki Kitai from Himeji City, Hyogo Prefecture. Graduates of the 28th class of Osaka NSC.
Formed on October 1, 2007. In February 2014, they held a solo live show "Yahoo!!" at 5up Yoshimoto (currently Yoshimoto Manzai Theater), and left Yoshimoto Kogyo upon graduating from 5up Yoshimoto with a full house.
From June 2014, the duo devoted themselves to sake training at Liquor Plaza Ogoshi Liquor Store (Inage, Chiba City, Chiba Prefecture), and in September of the same year, they acquired the sake sommelier qualification "Kikisakeshi".
From January 2015, they resumed their freelance entertainment activities as the world's only comedy duo where both members hold the sake sommelier "Kikisakeshi" qualification.
Currently, with the goal of "Sake on the dining table. Comedy duo Nihonshu in the conversation.", they perform at sake events and brewery openings nationwide, including online. They also regularly hold the "Sake Navigator Certification Course" for beginners. As of April 2026, they have certified over 1,100 people and have received a special distinguished service award from the Sake Service Institute (SSI), the certifying body for Kikisakeshi and Sake Navigators.
In addition, the series "#shiterufurishitesakenonderuyatsu" (People drinking sake pretending to do something else) posted by Asayan on TikTok has exceeded a total of 20 million views, and they are broadly striving to spread awareness among Gen Z and stimulate interest in drinking.
5 Future Outlook
THE NIIGATA plans to continue holding the "Interactive Sake Lecture with Tasting" about once a month. Scheduled dates for upcoming events: Tuesday, May 26, and Tuesday, June 9.
Through projects combining food, culture, and entertainment, we will create new touchpoints connecting Niigata and the Tokyo metropolitan area, working to expand the associated population.