The 2025 Japan Sake Month showcases a wide range of Japanese sake and spirits at Hongqiao 365, drawing professional buyers from across China. [Photo/Hongqiao 365]
The month-long 2025 Japan Sake Month recently wrapped up with a bang in the Hongqiao International Central Business District in Shanghai — boosting Japanese imports to China.
On the opening day, 81 exhibitors presented over 1,300 products to 1,300 professional buyers nationwide. The day saw over 400 business negotiations, generating more than 200 million yen ($1.35 million) in turnover.
Held at Hongqiao 365 — or the Hongqiao Import Commodity Exhibition and Trade Center — it displayed a wide range of Japanese sake and spirits, attracting significant attention both on-site and online, with social media exposure generating over 1.2 million views.
To expand its impact, the Japan External Trade Organization or JETRO also launched the "Sake Overflow" initiative, featuring a tasting offer pitched at 99 yuan ($13.80) for three cups at 41 select restaurants in Shanghai and Beijing.
This initiative showcased 279 varieties of Japanese sake and attracted many enthusiasts. JETRO also partnered with online platforms for easy purchases.
The event concluded with an awards ceremony recognizing outstanding participants. Ambassador Masaru Okada, the Consul General of Japan in Shanghai, emphasized that it was a cultural bridge between China and Japan.
Looking ahead, the success of Japan Sake Month is widely said to highlight the growing potential of Japanese sake in China.
That's in the wake of sake and shochu becoming very popular with younger Chinese consumers — especially after Japan's traditional brewing techniques were recognized as UNESCO intangible cultural heritage in 2024.
China is now one of the largest export markets for Japanese sake, with exports from Japan to China rising significantly this year.
