Lecture
BREWING INNOVATION: How Sake reinvents tradition and community in Japan
By: Associate Professor Dr. KISHI Yasuyuki

EXPLORING TRADITION AND INNOVATION IN THE ART OF SAKE BREWING

To celebrate the recognition of “Traditional Japanese Sake Brewing” as an Intangible Cultural Heritage by UNESCO in December 2024, The Japan Foundation Center for Cultural Exchange in Vietnam proudly presents the lecture “Brewing Innovation: How Sake Reinvents Tradition and Community in Japan” by Associate Professor Dr. Kishi Yasuyuki – Deputy Director of the Sakeology Research Center, Niigata University.

Sake brewing has a history of over 1,000 years, evolving from temple and shrine rituals into a key part of Japanese culture. Traditional brewing methods, refined over centuries, emphasize craftsmanship and regional ingredients such as rice and water. Deeply connected to regional identity, sake brewing has been recognized by UNESCO for its cultural and historical significance, reinforcing the need to preserve its techniques. At the same time, sake is becoming more recognized internationally, finding its place in global markets and fine dining. This growing demand creates new business opportunities while showcasing Japan’s cultural heritage on a broader scale.

However, the industry faces challenges. The number of skilled master brewers (called “Toji”) is declining, and many local breweries struggle to sustain production due to economic pressures and shifts in consumer preferences. The passing down of traditional knowledge is becoming increasingly difficult, and modernization raises concerns about maintaining authenticity.

In this lecture, Associate Professor Kishi will explore how sake brewing balances tradition and innovation, using Niigata as a case study to examine preservation efforts and industry challenges. He will discuss the evolution of traditional brewing techniques while preserving cultural values, offering insights into sake’s role in sustainable heritage management and cultural industry development.

EVENT INFORMATION

Note:
– English lesson with Vietnamese translation
– For audience over 13 years old

■ Credit:
Organizer: The Japan Foundation Center for Cultural Exchange in Vietnam
Co-organizer: AEON MALL Long Bien
Supported by: Consulate General of Japan in Ho Chi Minh City, KOHNAN JAPAN

SPEAKER INFORMATION 

Associate Professor Dr. KISHI Yasuyuki

Born in Tokyo in 1979.

He completed his doctoral studies at Waseda University’s Graduate School of Asia-Pacific Studies. After serving as an assistant at Waseda University and as a specially appointed assistant professor at the Manufacturing Management Research Center of the University of Tokyo’s Graduate School of Economics, he was appointed as an associate professor at the Faculty of Economics, Niigata University, in 2012. Since 2018, he has also served as the Deputy Director of Sakeology Center, Niigata University.

His research focuses on the organizational theory of sake breweries, the overseas expansion of traditional industries, and the balance between tradition and innovation. He pioneered the concept of “Sakeology” – a comprehensive scientific approach to sake studies integrating industry, government, and academia – and played a central role in establishing the Niigata University Sakeology Center.

Currently, he is engaged in research and educational activities aimed at establishing “Sakeology,” originating from Niigata University, as a globally recognized academic discipline.

Some of his recent papers/research:

• Reviving tradition-bound products: a case of value co-creation using rhetorical history (2022)
• Dynamic Capability Embedded in a Regional Traditional Industry: A Case of “GI(Geological Indicator) Yamagata” (2022)
• Survey on Business Management and Managers’ Attitudes Impacted by the COVID-19 Crisis: Report on Results of Surveying SMEs in Niigata and Toyama Prefectures (2021)
• Experiential Marketing of Sake: A Case of Reviving the Tradition of “Yoshinogawa Kayoi” (2021)
• The Birth of Tanrei-karakuchi: The Identity of Niigata Sake Created by the “All-Niigata Direction” (2021)

■ For inquiries on the lecture and speaker interview, please contact at:
_______________________________________________________

Ms. Anh (083-369-1818) / Mr. Osuka (070-513-7550)
The Japan Foundation Center for Cultural Exchange in Vietnam
27 Quang Trung, Hoan Kiem, Hanoi, Vietnam
TEL: 024-3944-7419