The Nihonshu Fair 2026 (日本酒フェア2026) was held over two days on June 19 (Friday) and 20 (Saturday), 2026, at Ikebukuro Sunshine City in Tokyo. The event drew around 5,600 visitors and sold out all tickets, closing to enthusiastic acclaim.
The fair comprised two simultaneous events: the 17th National Japanese Sake Fair (第17回全国日本酒フェア), featuring approximately 1,200 brands from across Japan, and the Reiwa 7 Brewing Year National New Sake Appraisal Public Tasting (令和7酒造年度全国新酒鑑評会 公開きき酒会), showcasing roughly 400 award-winning ginjo sakes.
U-39 Tickets Draw Younger Visitors to Sake
A newly introduced "U-39 ticket" — priced at ¥2,000 for visitors aged 20 to 39 — made a visible impact, bringing a wave of first-time sake enthusiasts to the event. Groups of friends, couples, and women in their 20s and 30s were a notable presence throughout the venue.
One visitor in her 20s shared, "I've always been interested in sake, but it seemed too daunting for beginners and I just went along with whatever was recommended. This time, the brewers kindly explained everything, and I found sake I actually love." A couple in their 30s noted, "We used to associate sake with high-end Japanese restaurants, but the brewers here showed us how it pairs with all kinds of food — not just traditional cuisine. We're looking forward to enjoying sake more in our everyday lives."
SAKE DISCOVERY GATE: Where Sake Meets Contemporary Culture
One of the event's standout highlights was the "SAKE DISCOVERY GATE," a special area that attracted significant attention from younger visitors. The space featured the "SAKE DISCOVERY BAR," where guests could engage all five senses in tasting and discovery experiences. A DJ booth hosted beatmaker and DJ NAOYA SAKAMOTO — known for his background in Japanese dance and his precisely crafted soundscapes — who filled the stylish space with a comfortable soundtrack. Visitors enjoyed sake glass in hand, moving to music in a relaxed, free atmosphere that offered a fresh approach to drinking culture.
1,200 Sake Brands from 45 Prefectures
Brewers from 45 of Japan's 47 prefectures set up booths, each presenting their hometown pride and local character. The labels on display reflected the food culture and natural environment of their home regions, with brewers showcasing their most recommended bottles.
Visitors could taste directly from the source and hear the stories and behind-the-scenes details from the brewers themselves — a rare opportunity to "travel Japan's sake breweries" without leaving Tokyo. One attendee remarked, "There's no other event where you can enjoy this many kinds of sake in one place — it was truly a precious experience."
Public Tasting of Japan's Finest Ginjo Sakes
In an adjacent hall, the Public Tasting event brought together approximately 400 award-winning entries from Japan's most prestigious National New Sake Appraisal — a once-a-year opportunity to taste the pinnacle of ginjo sake craftsmanship. The event drew enthusiasts of all ages, including many younger fans discovering award-winning sake for the first time.
One regular attendee noted, "I usually buy a few bottles from breweries that win gold at the National New Sake Appraisal, and this year I found my personal gold-medal pick again."
Sake and Cheese Pairing Seminar
Within the SAKE DISCOVERY GATE, a "Sake and Cheese Pairing Experience Seminar" was held by total beverage producer Akiko Tomoda. Participants sampled three styles of sake alongside a variety of cheeses while learning the logical reasoning behind what makes the combinations work so well. The sessions filled to capacity, and attendees left energized to try the pairings at home, happily taking away the ultimate rules for upgrading an everyday evening drink.
The event celebrated Japan's traditional sake brewing — registered as a UNESCO Intangible Cultural Heritage — while demonstrating how the culture continues to evolve: embracing music collaborations, unexpected flavor pairings, and a new generation of fans who approach sake with open and curious minds.
Event Details
Nihonshu Fair 2026
17th National Japanese Sake Fair
Dates:
- June 19, 2026 (Friday) — Session 1: 6:00 PM – 8:30 PM
- June 20, 2026 (Saturday) — Session 2: 10:30 AM – 1:00 PM / Session 3: 2:30 PM – 5:00 PM
Venue: Ikebukuro Sunshine City (3-1-1 Higashi-Ikebukuro, Toshima-ku, Tokyo), World Import Mart Building 4F, Exhibition Hall A
Admission:
- General (per session): ¥5,000
- U-39 ticket (ages 20–39): ¥2,000
Reiwa 7 Brewing Year National New Sake Appraisal Public Tasting
Dates:
- June 20, 2026 (Saturday) — Session 1: 10:30 AM – 1:00 PM / Session 2: 3:00 PM – 5:30 PM
Venue: Ikebukuro Sunshine City, Culture Hall Building 4F, Exhibition Hall B
Admission:
- General (per session): ¥5,000
- U-39 ticket (ages 20–39): ¥2,000
Official website: https://sakefair.com/
