Japan’s Sake Exports Rise in 2024 as North America, Europe Offset Decline in Asia

Japan’s sake exports grew 6% in 2024, driven by strong demand in North America and Europe, while sales in Asia, its largest market, declined, according to data released by the Japan Sake and Shochu Makers Association (JSS).

Total sake exports reached ¥43.5 billion (approximately US$283 million), with 3.45 million cases (9 liters per case) shipped globally. The average price for a 750ml bottle was ¥1,050 (US$6.84).

Despite overall growth, Asia’s sake imports fell 3%, weighed down by declining demand in mainland China, which accounts for 44% of sake exports in Asia and 27% globally.

China’s Sake Demand Slows

China, once a booming market for premium sake brands such as Dassai, saw imports drop 8.11% in volume and 6.32% in value in 2024. This marks a continued decline since 2022, when China’s sake consumption peaked.

Japan’s sake exports to China surged between 2016 and 2022 before demand softened.

The slowdown is linked to China’s shifting economic climate and weaker consumer spending. High-end Japanese restaurants, a primary outlet for sake consumption, have been hit hard by economic headwinds, mirroring a broader decline in premium wine sales across China.

Despite the downturn, China remains Japan’s largest sake export market by value. Other major Asian markets, including Hong Kong and Singapore, also underperformed. Hong Kong’s sake imports fell 13.43% in volume and 15.06% in value, while Taiwan saw a 6.9% decline in volume. In contrast, South Korea bucked the trend, with sake imports rising 16.77% in volume and 29.09% in value.

North America, Europe Drive Global Growth

While Asia weakened, sake sales surged in North America and Europe, providing key growth momentum.

The United States, Japan’s largest sake export market by volume, saw a 23.08% increase in shipments and a 25.86% rise in value. U.S. importers reported strong demand in high-end restaurants, helping drive overall sales.

Other markets also saw double-digit gains:

• Canada (+38.07% in volume, +37.93% in value)
• Australia (+27.44% in volume, +21.38% in value)
• UK (+4.96% in volume, +17.16% in value)
• France (+17.86% in volume, +12.97% in value)

Although these markets remain smaller in scale, their rapid expansion suggests untapped potential.

Sake’s growing popularity in Europe is also evident in consumer behavior. In the UK, sake is no longer limited to Japanese restaurants. Sake bars are emerging in London, and British wine merchant Berry Bros & Rudd reported a 1,000% surge in sake sales last year.

Supermarket chain Waitrose also saw a 214% increase in online searches for sake, reflecting rising mainstream interest.

JSS’s Push into Western Markets

The surge in Western markets is linked to aggressive promotion by JSS. To elevate sake’s global profile, JSS has adopted a marketing strategy similar to wine, focusing on education and trade partnerships.

• JSS has partnered with the Association de la Sommellerie Internationale (ASI) and the Union de la Sommellerie Française (UDSF) to train sommeliers on sake.
• The association has also hosted visits to Japan, offering industry professionals firsthand experience with sake production.
• JSS expanded its reach by participating in global trade fairs, including ProWein 2024, ProWine São Paulo 2024, and Warsaw Wine Experience 2024.

These initiatives have significantly increased sake’s visibility in previously underdeveloped markets, laying the groundwork for further growth.