(Yicai) June 13 -- Over 80 exhibitors have brought more than 1,000 products, including Japanese sake, plum wine, and beer, to the ongoing Japan Sake Month -- the largest Japanese sake business fair in China -- catering to new trends in the world’s largest sake export market.

The second edition of this annual month-long event kicked off at the Hongqiao Import Commodity Exhibition and Trade Center on June 6, Yicai learned.

The event promotes traditional Japanese alcoholic beverages such as sake, shochu, and awamori. It is co-hosted by the Shanghai Representative Office of the Japan External Trade Organization (JETRO), the Consulate General of Japan in Shanghai, and Orient International Holdings, a local import-export company.

JETRO is a government-related agency that promotes trade between Japan and the rest of the world. In China, it operates Japan Mall, an online platform designed to promote Japanese products directly to Chinese consumers.

Yuki Motomiya, director of the agriculture, forestry, fisheries, and food department at JETRO’s Shanghai office, told Yicai that the venue includes a special area dedicated to intangible cultural heritage and skills to help Chinese buyers fully appreciate the products’ value.

He added that due to Japan’s aging population, Japanese liquor manufacturers have increasingly focused on expanding overseas markets in recent years. “Because of its geographical proximity and similar cultural traditions, China has always been a major market Japanese companies cannot ignore,” he said.

Motomiya noted that Chinese consumers, especially younger ones, are eager to experience new things and appreciate fresh products, beyond just cost-effectiveness. This explains the rising trend of “feel-good” consumption in the Chinese market.

He also mentioned that Japanese manufacturers often launch targeted products for the Chinese market by incorporating Chinese elements into packaging or popular flavors among youth -- such as combining sparkling water with sake -- or adapting packaging designs for outdoor consumption, such as during camping.

Last year, Japan exported around 31,056 kiloliters of sake valued at about JPY43.5 billion (USD301.6 million), both up 6 percent from the previous year, according to data from the Japan Sake and Shochu Makers Association. China's mainland was the world’s largest sake export market, accounting for nearly 27 percent of total value.

Editor: Emmi Laine