Japanese out in force at HKIWSF

The presence of Japanese sake, shochu and awamori at the Hong Kong Wine and Spirits Fair was up dramatically over the previous year – indicating a change in Hong Kong tastes

Yukio Hamada (l) and Toshie Sakai (r) represented a record number of sake, shochu and awamori producers at this year’s Fair

Three Japanese organisations, including the Japan External Trade Organisation (JETRO) and the Japan Sake and Shochu Makers Association, oversaw a threefold increase in the number of exhibitors at this month’s Hong Kong International Wine and Spirits Fair (HKIWSF).

With 92 exhibitors showcasing sake, shochu and awamori, the fiery Okinawan spirit, HKIWSF attendees were treated to a huge range of Japanese sake and spirits. Up from 29 exhibitors the previous year, the trade mission organisers were confident that a resurgence in interest in sake domestically would translate into similarly increased sales abroad.

JETRO was responsible for 46 companies attending, up from 15 the previous year. Exhibitors included breweries, shochu and awamori distilleries and prefectural trade boards, eager to promote their distinctive types of alcohol.

A separate exhibit also promoted glass- and ceramicware.

“HKIWSF is still one of the biggest trade fairs [for Japanese producers],” said JETRO’s Toshie Sakai. “This year has been a good experience for exhibitors but next year we want to expand.”

Niigata remains one of the country’s biggest producers of sake, and some of the prefecture’s 1800 breweries were on hand to demonstrate what makes it so famous.

“Sake is changing its profile in Japan,” said Yukio Hamada, Director of the Japan Sake and Shochu Makers Association. “More and more young women are returning to it as a drink, and it’s becoming more stylish.

“People are also drinking it differently, and are using wine glasses instead of the traditional cups, and considering it in the way that one would drink wine. Makers are also promoting it in this way.”

Tsutomu Shimomushiki, a Sales Manager for the Fukuoka-based Kitaya sake brewery, said that he had had a lot of interest in his product, especially the company’s award-winning Daigincho-bokujo. Most interest had come from restaurant buyers in Hong Kong, Singapore and Taiwan, he said.

Hamada also said that Hong Kong was the largest international market for sake, and the third largest market for shochu. He said that the exhibitors were reporting that the fair was attracting lots of interest from buyers, not all of whom were locally-based. He said that the city acted as a bellwether for the rest of Asia.

Shochu and awamori are both developing followings here in Hong Kong and around Asia, said JETRO’s Sakai, although the on-trade remains the biggest market for these types of spirit abroad.

While gaining a following, Japanese spirits remain niche products in this market, said Hamada.

“There is a lifestyle difference. Shochu goes well with food but Hong Kong consumers don’t drink it like this. It’s difficult to challenge this but we are still expanding [sales into Hong Kong].”