Manila: In Southeast Asia, sake consumption is predominantly centered in Singapore, a city-state renowned for its vibrant dining culture. Despite its relatively small population of 6 million, Singapore ranks as the sixth largest importer of sake worldwide by value, trailing only behind China, the United States, Hong Kong, South Korea, and Taiwan. This positioning marks Singapore as the leading market for sake in the Southeast Asian region.
According to Philippines News Agency, the popular junmai daiginjo brand, Dassai, is a staple in luxury hotels and restaurants in Singapore, appealing particularly to affluent consumers and business professionals. The city also boasts numerous sake bars that highlight celebrated labels from various Japanese breweries. Singapore's economic status and its reputation as a 'showcase for the Association of Southeast Asian Nations (ASEAN)' have made it an attractive gateway for Japanese local governments and breweries aiming to expand their promotional efforts across Southeast Asia.
Early this year, Kumamoto Prefecture took a significant step by hosting an event at the Japan Creative Centre, part of the Embassy of Japan in Singapore, to promote local sake and shochu. Admission to the event was complimentary, allowing participants to sample featured products. Several Singapore-based travel agencies also participated, aiming to boost exports and encourage tourism to Kumamoto. Yuji Yamaguchi, the head of the Kumamoto Prefecture Asia Office in Singapore, expressed confidence in the potential of Kumamoto's sake and shochu to capture the Singaporean market and further strengthen their presence in the ASEAN region.
Additionally, Okinawa Prefecture organized 'Awamori Night' at a bar on Singapore's trendy Haji Lane to showcase Ryukyu awamori, offering popular brands like Umi no Kuni and Zanpa for free. The city also hosts diverse events such as the annual Sake Matsuri Singapore, where distributors and enthusiasts come together to celebrate sake.
Globally, the interest in sake is on the rise. In 2024, the exports of sake, including shochu and other spirits, reached a staggering 43.47 billion yen, nearly quadrupling from the 11.507 billion yen recorded in 2014. China, the United States, and Hong Kong constitute the top three markets, accounting for 65 percent of the total export value. However, economic challenges in these regions, such as a slowing economy in China and rising tariffs in the United States, pose potential threats to the demand for sake.
In Japan, the sake industry faces declining domestic demand due to a wider array of alcoholic beverages available and changing social habits, making it crucial to explore and sustain overseas markets for survival. Southeast Asia presents a promising opportunity, with countries like Vietnam, Thailand, Malaysia, and the Philippines ranking high in sake imports by value.
Hitoshi Utsunomiya, a board member of the Japan Sake and Shochu Makers Association, remains optimistic about Southeast Asia's potential, citing the region's economic growth and large young population. Events like 'Sake Week Thailand 2024' and 'Sake Manila 2025' have further showcased the growing interest and market potential in these areas.
Efforts to localize sake for Southeast Asian markets include adapting bottle sizes and promoting sake as a companion to local dishes. While sake is traditionally perceived as dry, there is a noted preference for sweeter styles among consumers in the region. The challenge for Japanese producers lies in understanding local preferences and positioning sake as a beverage that resonates with the local culture, reflective of Japan's hospitality ethos.
