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Business trends

Is Japanese sake too cheap? Many in the industry think so

Foreign tourists often surprised to find fine 'nihonshu' priced like table wine

A staff of Tokyo's French restaurant Narisawa pours a junmai daiginjo sake into a Japanese traditional Edo Kiriko glass.   © Reuters

TOKYO -- Japanese sake is gaining enthusiastic fans around the world. Yet foreigners who are familiar with sake after drinking it at places like upscale restaurants are often surprised at how cheap it is in Japan.

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