Japan’s famous sake joins UNESCO’s cultural heritage list, a boost to brewers and enthusiasts
Associated PressDEC 2 2024
UNESCO Grants Japanese Sake World Heritage Status
Above: Sake Kegs. Image copyright: John S Lander/Contributor/LightRocket via Getty Images
The Spin
Narrative A
The UNESCO recognition represents a crucial step in preserving Japan's cultural heritage and traditional craftsmanship. The designation honors more than just brewing techniques — it celebrates a millennium-old tradition that remains essential for social and cultural events in Japan.
Narrative B
Despite its global recognition, sake is declining in popularity among younger Japanese consumers, who prefer imported wine, domestic beer, and whiskey. Japan's traditional beverage industry needs modernization and marketing efforts to renew its people's interest in this divine gift.