Japan's sake earns a UNESCO cultural heritage status, but is it enough to save the industry?

In early December 2024, UNESCO formally recognized Japan's sake as part of the intangible cultural heritage of humanity during a meeting in Luque, Paraguay. This designation acknowledges the significance of sake not only as a beverage but also as a vital part of Japan's cultural identity and culinary traditions. Sake, a rice wine that has been brewed in Japan for over a millennium, is associated with various social and cultural rituals, including weddings and celebrations, highlighting its importance in Japanese life. The recognition came as part of a broader effort by UNESCO to preserve diverse cultural practices and products from around the world. Japanese ambassador to UNESCO, Kano Takehiro, emphasized the importance of this designation, stating that sake is considered a divine gift essential for social and cultural events in Japan. The recognition goes beyond just the brewing techniques involved in making high-quality sake; it honors the traditional knowledge that has been passed down through generations of brewers. The method of production and the quality of ingredients, particularly the rice, are crucial to genuine sake as only Japanese rice can be used to classify it distinctly as sake. The UNESCO decision is also seen as a way to rejuvenate interest in sake among younger Japanese consumers who have increasingly favored imported wines and domestic beers in recent years. This shift in consumption patterns has led to a decline in sake production and consumption within Japan, with figures showing a significant drop in sake consumption over decades. In response to this, Japanese officials hope that UNESCO’s recognition will help return sake to its former status as Japan's premier alcoholic drink. Moreover, Japan's breweries are optimistic that the UNESCO designation will boost sake exports, particularly to the United States and China, where the drink's popularity is on the rise as Japanese cuisine garners increased global interest. With exports already exceeding $265 million annually as reported by the Japan Sake and Shochu Makers Association, the hope is that this recognition will provide an additional lift to Japan's sake economy. Following the announcement, the Japanese delegation celebrated in tradition, reflecting the cultural significance of the brew that unites people across generations in the country.