In this article, we'll introduce three unmissable trends that have emerged from the latest data.
Note: This article is based on official data from the Japan Sake and Shochu Makers Association and the Japan National Tourism Organization.
1. Premium Markets Are Hot! Unit Prices Rising Across Countries
First, let's look at changes in "export unit price per liter." These countries have seen significant growth:
- United Kingdom: 111% compared to previous year
- Germany: 117% compared to previous year
- Italy: 130% compared to previous year
- Brazil: 120% compared to previous year
This means the popularity of high-priced sake is accelerating. The demand for premium sake is expected to continue growing worldwide.
What is Premium Sake?
"Premium sake" generally refers to products with these characteristics:
- Small-batch production from boutique breweries
- Use of special sake rice varieties (such as Yamada Nishiki)
- Traditional brewing methods requiring time and effort
- Especially high-end offerings within the Junmai Daiginjo category
2. Growing Demand in Europe! Synergy with Japanese Food Trends
As the numbers above show, the European market is gaining momentum! Price increases are particularly notable in the UK, Germany, and Italy.
According to the Japan Sake and Shochu Makers Association, total exports to the EU (including the UK) reached approximately 2.72 billion yen (116.2% compared to the previous year), a record high.
"Why is sake selling well in Europe?"
Japanese cuisine has become trendy throughout Europe, and sake is often chosen as an alternative to wine, especially in countries with established wine cultures like Germany, France, and Italy.
Additionally, upscale fine dining establishments catering to affluent customers are increasingly offering sake on their menus.
Furthermore, in December 2024, "Traditional Sake Brewing" was registered as a UNESCO Intangible Cultural Heritage, which is expected to further raise awareness.
The export volume of premium sake to European markets is a trend that cannot be overlooked going forward.
3. Sake Boom in Korea Takes Off! Popularity Surging Among Young People
Finally, let's look at developments in neighboring Korea. The numbers tell the story:
- Export value: 129% compared to previous year (about 30% increase)
- Export volume: 116% compared to previous year
- Korean visitors to Japan: 127% compared to previous year (an all-time high)
The increase in Korean tourists visiting Japan has created a flow where people want to "enjoy delicious sake in Korea too" after experiencing it in Japan.
Additionally, the "SEOUL SAKE FESTIVAL," which held its fifth event this year, attracted nearly 6,000 visitors over two days, with reports showing that young people in their 20s and 30s are particularly engaged, gathering information through social media.
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Summary: How Sake Exports Are Moving in 2024
The sake export data from 2024 reveals these trends:
- Premium Shift Continues: We're entering an era where higher-priced quality products sell well
- Rapid Growth in European Markets: Expanding demand through synergy with Japanese food trends
- Korean Market Heating Up: Sake popularity surging, centered around young consumers
At our company, we've also seen increased inquiries from European customers, with more requests like "We want to handle more premium products" and "Please show us your premium product lineup."
With new opportunities for overseas expansion opening up for the sake industry, isn't it time to consider how to advance in this "quality over quantity" era?
Want to Learn More About Premium Sake Export Opportunities?
At our company, we've seen increased inquiries from European customers seeking premium sake products, and we're here to help you navigate these growing markets.
Whether you're looking to expand your sake business internationally or need guidance on premium sake products, we're happy to assist.
Contact Us for More Information
As a guideline: small-batch production from boutique breweries, special sake rice varieties such as Yamada Nishiki, traditional brewing methods that take time and labour, and the higher end of the Junmai Daiginjo category.
Export unit price per litre rose across several countries in 2024 against the previous year: Italy at 130%, Germany at 117%, Brazil at 120% and the United Kingdom at 111%. Buyers in these markets are moving up the price range rather than buying more volume.
Total exports to the EU including the UK reached approximately 2.72 billion yen, 116.2% of the previous year and a record high, according to the Japan Sake and Shochu Makers Association.
Export value reached 129% of the previous year and volume 116%. Korean visitors to Japan hit an all-time high at 127%, and the fifth SEOUL SAKE FESTIVAL drew close to 6,000 visitors over two days, with strong engagement from people in their twenties and thirties.
Traditional Sake Brewing was registered as a UNESCO Intangible Cultural Heritage in December 2024. It is expected to raise awareness further, on top of the growth already visible in the export figures.
Yes. At Sakura Sake Shop we accept sample orders from a single bottle. You can taste the sake and then choose the products before any formal trade.
After we hear about your sales market, we provide a custom quotation matched to your needs.
Ready to move your range upmarket?
Since its foundation Sakura Sake Shop has specialized in exporting Japanese sake. We have direct trading relationships with 70+ breweries and a track record of exporting to 20+ countries and regions.
✓ Premium and small-batch selections from boutique breweries
✓ Quality-preserving transport for high-value bottles
✓ Sample orders from a single bottle
✓ Cold chain (−5°C to 5°C) handling
✓ An English-speaking sake specialist to support you
