Japan’s traditional sake brewing has been officially registered as an Intangible Cultural Heritage by UNESCO, highlighting the cultural and historical significance of sake, shochu, and awamori. This decision was reached unanimously at a UNESCO meeting held in Paraguay on December 5th, 2024.

Traditional sake brewing has a history spanning over 500 years and involves techniques like steaming rice, making koji mold, and fermenting mash. These methods are closely connected to Japan’s natural environment and regional climates and have been handed down through generations. Sake made with these techniques plays a significant role in Japanese ceremonies and festivals, highlighting its cultural importance.

The registration marks Japan’s 23rd intangible cultural heritage listing, joining entries such as washoku (traditional Japanese cuisine) and Noh theater. Ambassador Yudai Kano, Japan’s Permanent Representative to UNESCO, expressed hope that this recognition will help preserve traditional brewing techniques and inspire future generations to sustain this legacy.

Organizations like the Japan Sake and Shochu Makers Association welcomed the designation, emphasizing its potential to promote Japanese sake on a global scale.

While domestic consumption has declined—dropping from 1.675 million kiloliters in 1975 to 400,000 in 2022—export value has soared, reaching approximately 41.1 billion JPY in 2023. This has been primarily fueled by increasing international appreciation for sake as a perfect pairing with Japanese cuisine.

Regions like Nada Gogo in Hyogo Prefecture, renowned for its high-quality sake production, continue to preserve traditional methods while adapting to modern challenges including changing rice properties due to climate change. Efforts to train new generations of brewers are underway, with educational institutions like Tokyo University of Agriculture offering specialized programs. The recent UNESCO recognition not only celebrates Japan’s rich brewing heritage, but serves as an opportunity to expand sake’s global presence and safeguard its traditional roots for the future.



Learn More

Be sure to explore some of the articles below for sake and brewing-related travel spots and guides:

• Tama Brewery Tour (Tokyo area)
• Uonuma Koji Salon (Niigata): focused on koji mold also used to make amazake, a popular drink
• Sake Etiquette Guide

...and plenty more! Search for "sake" on our site to explore destinations and experiences near where you're visiting.
 
 

 

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Agents are preparing new products for Japan’s off season (December to February) to maximise on the rapid recovery of the country’s inbound tourism market and ease operational challenges caused by extremes of high and low numbers of visitors throughout the year.

In addition to promoting snow sports, which the Japan Tourism Agency has named a “key tourism activity” that can increase spending and time spent in regional areas, tourism stakeholders are developing other outdoor activities and experiences.

DMC Discova is creating new sake brewery tours and local food excursions for winter in Shinkansen-accessible snow destinations such as Nagano and Niigata prefectures.

“As Japan’s inbound tourism business has been densely populated in the peak cherry blossom and fall foliage seasons, it has been causing some operational burdens for our partner agencies and internal operations.

Discova Japan is trying to spread demand throughout the four seasons by developing and providing low season products,” said Olivia Yeji Jeung, country manager, Japan for Discova.

The company is “expecting a new product line-up for winter to bridge until next year’s cherry blossoms pop up”, she said, adding that “diversification in areas and activities is the key to success for 2024 and even upcoming 2025”.

Meanwhile, Tokyo Convention & Visitors Bureau is inviting inbound travellers to “venture beyond the city to the resort area of eternal springtime” on the Izu archipelago, which is part of Tokyo but typically enjoys temperature of 12-14 degrees Celsius from December to February.

Rakuten Travel Experiences is offering two experiences on Kozushima island – stargazing with a high-tech telescope and hiking on Mount Tenjo.
 

 

 
Venue : Kanze Noh Theater
When: Aug 19th - Aug 25th 2024

Regarded as one of Japan’s greatest forms of classical performing arts, Noh is a type of theater popularized during the Muromachi Period (1336-1568) that tells stories through music, dance, ornate costumes, and drama. Typically these plays are based on traditional Japanese literature and legends.

Experience this elegant artform firsthand during Tokyo Ginza Noh Week! Held from August 19-25, 2024 at Kanze Noh Theater, this immersive event features rare and exclusive experiences you cannot find elsewhere.

The theater is located in the heart of Tokyo’s trendy Ginza area on the third floor of shopping complex GINZA SIX, making it an exceptional and convenient way to elevate your itinerary. Tickets are sold at the door.

English-speaking Noh actors are stationed throughout the event, there is an interpreter in the lobby, and signs and descriptions have English translations, so you do not need to worry about language barriers!

Learn more about the event’s offerings below, and check out the end of the article for special information about guided Ginza tours.


Workshop with Kanze Noh Performers

 

This 45-minute workshop is one of the highlights of Tokyo Ginza Noh Week and is held twice a day at 3pm and 6pm in the facility’s theater room. During the workshop, Kanze Noh performers and English interpreters will present information about the history of Noh and its iconic costumes and masks.

After the lecture, they will lead the crowd through common Noh exercises, such as vocal training and acting practice. The workshop truly stimulates both your mind and body! After the workshop, you can take photos with Noh actors in the lobby.


Noh Mask Experience

 

The event’s most exclusive offering is its Noh Mask Experience, which allows participants to wear authentic masks that were once used on stage. Normally, these masks are solely handled by performers and authorized personnel. The event has a selection of roughly 30 masks that represent characters such as women, old men, demons, and spirits.


Noh Masks and Costumes Exhibition

 

This exhibition allows you to admire traditional embroidery and Noh designs up close. The masks and costumes on display are still used in performances today, and the oldest pieces are roughly 100 years old!


Movie: "Kanze Noh Theater Backstage Tour"

 

Only Noh performers can enter the theater’s backstage area. Through the “Kanze Noh Theater Backstage Tour” movie, you can learn about this unseen part of Noh. The movie has English subtitles.


Event Shop with Limited-edition Goods

 

The Event Shop sells goods from Kanze Noh Theater’s souvenir shop, such as t-shirts and bags. It also offers items exclusive to Tokyo Ginza Noh Week, including Noh and Snoopy collaboration products, as well as Noh-imprinted senbei (rice crackers).


Noh Costume Demonstration (planned implementation)

 

Watch how a Noh performer would dress for the stage. The costumes used for this rare demonstration are for the famous Noh play Hagoromo, which tells the tale of a celestial maiden.

*Please note that the theater plans to implement this activity but has not confirmed it yet.


Guided Ginza Tours!

 

During the duration of the event, you can join two guided Ginza tours in English to further experience the charm of the area. The Discover Ginza Tour includes tea and dessert in Ginza, one hour at Kanze Noh Theater, and Tokyo sightseeing from Ginza Six’s Rooftop Garden. The Ginza Highlights Tour offers a one-hour experience at Kanze Noh Theater and an introduction to the Ginza area.
 

In Nintendo's recent financial earnings report released in May 2024, the company confirmed the Nintendo Museum will finally be opening this autumn in Kyoto's Uji City.

Originally scheduled to open by the end of Spring 2024, it is understood now that the main construction (at the site of a former Nintendo factory) is finally complete and a launch officially on the horizon for autumn 2024—albeit the exact date is under wraps for now.

You can see more about the construction from this September 2023 update:
The musuem is expected to celebrate Nintendo's vast video game history, spanning consoles, games and a whole lot more.

As the creator of many franchises like Super Mario, Donkey Kong, Zelda, and Pokémon, there is understandably a lot of excitement with regards to what exhibitions, displays and experiences visitors can expect to see, but otherwise are not yet announced.
 

Why is it located in Uji?

The museum's site in Uji City is that of Nintendo's former Uji Ogura Plant, which since 1969 used to be a production base during its trading card days, as well later being used for video game console and toy repairs.

The site's operations were eventually merged into another larger Uji plant, leaving the future of the current site, which carries a bit of Nintendo history, under review until the Nintendo Museum ('Nintendo Gallery') plans were eventually unveiled in 2021.

The location can be reached (when it opens) in a short 30-min journey by train from Kyoto Station to the north. Uji is known for its matcha green tea history and production and also home to Byodo-in Temple.

Visiting the museum will make sense for Nintendo fans already stopping by USJ Osaka's Super Nintendo World, which opened to fanfare back in 2021.
 
 

 
Venue: Yutagawa Onsen Plum Garden When: Mar 30th - Mar 31st 2024
The popular Yamagata hot springs town of Yutagawa Onsen has many good reasons to visit, and if you're a flower lover the Yutagawa Onsen Bairin (plum grove) Park is a lovely destination during spring.

The park comes alive with the color of around 300 plum trees blooming in reds and whites, with a picturesque view of the onsen town below.

An annual festival takes place at the park during the blooming season, and it's typically held around late March or early April depending on weather conditions. Along with the bounty of blossoms to enjoy, there are usually a number of booths selling various eats and drinks.

Admission to the event itself is free, but bring yen if you plan on buying food or beverages.

 

Getting there

Yutagawa Onsen Bairin Park can be accessed in around 30 minutes by bus bound for Yutagawa Onsen from JR Tsuruoka Station.

For those who opt to drive, the park is around 10 minutes from Tsuruoka IC on the Yamagata Expressway, or around the same travel time from Tsuruoka Nishi IC on the Nihonkai-Tohoku Expressway. On-site parking is available for approximately 50 vehicles.
 
 

Venue: Samukawa Central Park When: Sunday - Feb 25th 2024

Curries are hugely popular in many places around the globe thanks to their rich, diverse flavors and versatility. The first-ever Samukawa Curry Festival is set to celebrate not just Japanese curry, but various curry types from other parts of the world including Thailand, Indonesia, and India.

Close to 20 different vendors will be present at the event, serving up everything from Massaman and Keema curry to Indonesian coconut curry and even the Japanese on-the-go favorite of kare pan (curry bread).
There is no admission fee to attend, but bring yen if you'll be doing some food sampling.
 

Getting there

The event takes place at Samukawa Central Park which is located around 15 minutes on foot from Samukawa Station.
 
 

Venue: Hojo Park When: Saturday - Mar 2nd 2024
 
Miyoshi Nagayoshi was a prominent Japanese samurai and military strategist who once ruled over seven provinces of the modern-day Kansai region. Since 2016, Osaka's Daito City has been hosting the Miyoshi Nagayoshi Warrior Parade to honor this historical figure, and it starts and finishes at Hojo Park. Along with parade participants dressed up in traditional attire, there will be plenty of other activities providing fun for the whole family.

Music performances, sword-fighting displays, sales of local produce, and even a castle-themed bounce house for the kids are just some of the options for attendees to check out on the day. You can get an idea of what to expect from last year's event via the video below:

https://youtu.be/FQqQFOCiq3E

There is no fee to enjoy the atmosphere of the event, but bring yen if you plan on making any purchases.
 

Getting there

Hojo Park can be accessed in under 10 minutes on foot from Shijonawate Station, which is served by the Katamachi Line.
 
 

Venue: Mount Miune, Nara When: Jan 20th - Feb 18th 2024
 
Rime ice is a natural phenomenon that occurs when supercooled water droplets freeze upon contact with surfaces, creating delicate ice formations.

It's commonly seen on trees, fences, and other objects, and provides a frosty, ethereal appearance. One place to see rime ice in Japan is near the summit of Nara's Mount Miune, and they're holding the Mount Miune Rime Ice Festival to celebrate.

The event will be held on Saturdays, Sundays, and holidays from January 20th (Saturday) to February 18th (Sunday), and along with the beautiful rime ice to appreciate there will be sales of local products, mountain summit commemorative cards to be issued, and onsen discount coupons handed out – the perfect way to warm up after your visit, perhaps!

Getting there

The mountain area can be reached in approximately an hour by bus (Kirihi Bus) from Kintetsu Haibara Station, but please note that reservations are required.

For those who are driving, please ensure your vehicle is equipped with winter tires.