Japanese sake and evolution of technology: A comparative view with wine and its implications for regional branding and tourism  Jun Sato, Ryo Kohsaka  Journal of Ethnic Foods  Volume 4, Issue 2, Pages 88-93 (June 2017) DOI: 10.1016/j.jef.2017.05.005 Copyright © 2017 Korea Food Research Institute Terms and Conditions

Fig. 1 Sake brewing in the Edo Period (19th century). The traditional process of production of sake is shown in the figure. Traditional equipment of sake production can be seen in the historical drawings. The process and equipment are changing; however, historical materials are expected to be sources of current innovation. Journal of Ethnic Foods 2017 4, 88-93DOI: (10.1016/j.jef.2017.05.005) Copyright © 2017 Korea Food Research Institute Terms and Conditions

Fig. 2 Sake brewery and its street (Akita) in early Showa period when number 6 yeast (originating in Akita) (秋田・6号酵母) was found. Rapid motorization was seen in Japan in Taisho and early Showa period. The modal shift changed streetscapes, networks of supply of sake, and relationships between producers and consumers. The relationships between producers and consumers are rediscovered in the current branding activities of sake. Journal of Ethnic Foods 2017 4, 88-93DOI: (10.1016/j.jef.2017.05.005) Copyright © 2017 Korea Food Research Institute Terms and Conditions

Fig. 3 Traditional sake factories (蔵元) using number 6 yeast. Traditional equipment of sake production is often made of wood. In this context, forestry is one of the industries that can collaborate with sake production. Multiple industries including tourism can collaborate with sake production in terms of regional development. Journal of Ethnic Foods 2017 4, 88-93DOI: (10.1016/j.jef.2017.05.005) Copyright © 2017 Korea Food Research Institute Terms and Conditions

Fig. 4 Kan sake (warmed sake). Sake can be tasted at various temperatures. The appropriate temperatures are decided based on multiple factors including characteristics of sake, seasons, cuisines, and preference of the person who drinks the sake. Kan sake is frequently chosen in winter season. Journal of Ethnic Foods 2017 4, 88-93DOI: (10.1016/j.jef.2017.05.005) Copyright © 2017 Korea Food Research Institute Terms and Conditions

Fig. 5 Sake shipment. Note. From “About sake production status”, “Trade statistics” by Ministry of Finance (MOF), Each year version. Tokyo (Japan). [In Japanese]. In recent years, high-class sakes, including junmai ginjo-syu (純米吟醸酒), are rapidly increasing in production. In this context, the sake industry has started to grow. Journal of Ethnic Foods 2017 4, 88-93DOI: (10.1016/j.jef.2017.05.005) Copyright © 2017 Korea Food Research Institute Terms and Conditions

Fig. 6 Sake rice jamada-nishiki. Note. From “Result of agricultural product inspection of rice”, by Ministry of Agriculture, Forestry and Fisheries (MAFF), Each year version. Tokyo (Japan). [In Japanese]. In the recent trend, in which the amount of production of high-class sake is increasing, the amount of production of sake rice to produce high-class sakes in the year 2015 was twice that of 2007. Journal of Ethnic Foods 2017 4, 88-93DOI: (10.1016/j.jef.2017.05.005) Copyright © 2017 Korea Food Research Institute Terms and Conditions

Fig. 7 Parker points and price. Source: Sake companies' websites, http://www.erobertparker.co.jp/info/52_info.php, http://wine-temiyage.com/bordeaux_grands_crus_classes_61/, and http://www.wine-searcher.com/. The correlation between Parker points and prices of Bordeaux wines is relatively strong. By contrast, the correlation between Parker points and prices of sake is weak, and the correlation is not statistically significant. Journal of Ethnic Foods 2017 4, 88-93DOI: (10.1016/j.jef.2017.05.005) Copyright © 2017 Korea Food Research Institute Terms and Conditions

Fig. 8 Sake brew house (Fushimi, Kyoto). Kyoto is the one of the main sake production areas in Japan. Some of their sake brew houses are open to tourists. To promote the sake industry, there are restaurants in the old sake brew houses that have been renovated for visitors. Journal of Ethnic Foods 2017 4, 88-93DOI: (10.1016/j.jef.2017.05.005) Copyright © 2017 Korea Food Research Institute Terms and Conditions

Fig. 9 Rice grown in fertile fields. Shares of the production of sake rice in Hyogo and Niigata are relatively large in Japan. The sake rice yamada-nishiki is mainly produced in Hyogo, and the sake rice Gohyakuman-goku is the main product in Niigata. Hyogo's share of production of sake is the largest. Journal of Ethnic Foods 2017 4, 88-93DOI: (10.1016/j.jef.2017.05.005) Copyright © 2017 Korea Food Research Institute Terms and Conditions

Fig. 10 House of the president of Kodama sake brewery, which will be open for tourism. To reconstruct the relationships between sake producers and consumers, current sake breweries are often open to visitors. In terms of branding of sake with terroir, methods of storytelling are used to share the local history of sake production and build emotional relationships with consumers. Journal of Ethnic Foods 2017 4, 88-93DOI: (10.1016/j.jef.2017.05.005) Copyright © 2017 Korea Food Research Institute Terms and Conditions