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Business trends

Japanese sake industry opens breweries and farms to tourists

Hands-on experiences aimed to improve foreign market and increase exports

Foreign students participated in a rice planting demonstration event in June held by Japan’s largest sake brewery, Hakutsuru Sake Brewing. (Photo by Eri Sugiura)

TOKYO -- Japanese sake makers are starting to refine their marketing operations, offering local experiences to foreign tourists, amid expectations of boosting international shipments and appeal.

While the domestic consumption for sake keeps falling, the industry has seen a continuous rise in exports. However, exports remain only a fraction of the total production, leaving ample room for further expansion.

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