Sake is truly a showstopper of Japanese culture

Japan is truly an amazing country, which offers many unique experiences that are not expected to be found in any other part of the world. The country has so much to offer for different kinds of visitors. Its unique culture (a beautiful blend of oriental traditions and western modernity), breathtaking landscapes, Buddhist temples and Japanese gardens and not to forget its wide variety of cuisines and an array of alcoholic beverages, make a holistic exploration of the country truly an experience to cherish. And, to top it all is the extreme politeness of Japanese people.

It is difficult to understand Japan unless one spends some time there and travels to the fascinating country’s different cities, spend time with local people, eat authentic local food and revel in the natural beauty of its countryside. It is always so good to see that the Japanese have a special place for Indians in their heart. The two countries have very strong and age-old cultural ties, which have been further strengthened in the last decade-and-a-half.

Over the years, Japan has been wooing Indians through its food and beverages. Industry watchers recall that about two decades back, there were only a couple of authentic Japanese restaurants in the country and hardly a handful knew about sake and shochu, while Japanese whiskies were not in demand.

Now, we find more than 100 Japanese restaurants in different parts of the country and there is big demand for sake and Japanese whiskies in India. And, this love for all things Japanese is only happening to be growing in India. The short supply of sake, shochu and Japanese whiskies were felt badly by many Indians during Covid and early post-Covid times.

Sake is turning out to be perhaps the most effective Ambassador in promoting Japanese culture and food in India. People are gradually falling in love with it and are eager to learn more about this beautiful beverage. Sadly, there are very limited options to learn about sake in India. It is still not part of the curriculum in most of the hospitality and bartending schools in our country.

Sake is truly a showstopper for Japan’s rhapsody in India. It can win millions of hearts if given a bit of help and push. There is lot to be done to promote sake, and Japanese culture through it. It is high time that the Embassy of Japan, sake importers and sake manufacturing companies in Japan and Japanese tourism promotion agencies work in tandem to capitalise on the growing love for sake and Japanese food in India.

But the current status of the dismal supply of sake in India is not helping towards such proposed endeavours. Though the Japanese Embassy in India has been very proactive in resolving issues related to FSSAI compliances, still some sake shipments are being held up at the customs.