Survey reveals how international tourists perceive Minami-Aizu Japanese sake

Frontier&Co. Co., Ltd. has completed a survey targeting international tourists to evaluate the global potential of sake from Minami-Aizu, Fukushima Prefecture. The survey aimed to determine potential for a platform that assists regional Japanese breweries and local governments in their efforts to expand into international markets.

The survey involved four breweries from Minami-Aizu: Aizu Shuzo, Kaito Otokoyama Shuzo, Kokken Shuzo, and Hanaizumi Shuzo, and took place at Mirai Nihon Shoten & SAKE BAR in Shibuya, Tokyo. The location attracts a high volume of international visitors.

The research revealed a significant discrepancy between the taste perceptions of Japanese brewery staff and international guests. While Japanese experts and researchers held specific views on the flavour profiles, the feedback from foreign tourists often differed. This suggests that promotional strategies for overseas markets must be built upon the actual voices of global users rather than domestic assumptions.

Regarding preferences, international participants tended to favour refreshing and clean flavours. The survey indicated that many tourists view sake as a beverage to be paired with food, similar to wine, rather than a spirit like whisky. Furthermore, some participants expressed hesitation when choosing a brand, noting that they found the variety and history of sake difficult to navigate.

The visual design of labels also proved to be a critical factor. International guests often perceive Japanese calligraphy and designs as “art” but cannot extract factual information from them. The findings confirmed that supplementary information in English, multilingual leaflets, and direct recommendations from staff are essential for international consumers to make informed choices.

The company suggests that promotional strategies for overseas markets should be built upon the actual voices of global users rather than domestic assumptions.