Katsuhiko (centre) and Dajin managing director Datuk Chua Sai Men launching Dajin Sip Fest 2023. With them are Tan (far left) and Boo (fifth from left) and other VIPs and representatives from Japan breweries.
BE IT floral or fruity, dry or smooth, some 40 varieties of sake were showcased to Malaysians at Dajin Sip Fest 2023.
The inaugural festival took place at APW in Bangsar, Kuala Lumpur, where Dajin Food & Beverages Sdn Bhd featured 19 sake breweries from Japan, such as Dassai, Tatenokawa, Oujiman, Kamotsuru, Daishichi and Suigei.
Dajin Beverages operation director Tan Yang Tze said the idea of the sake festival was to reintroduce and redefine sake.
“Many people know about sake and its traditional roots, but we wanted to create a young, vibrant and fun avenue for Malaysians to learn about sake.
“Some of the breweries that participated in this event had worked with us and we also brought in others who wanted to explore the Malaysian market.”
Tan said growth in interest in sake from 2016 to 2019 was quite slow, but people began to appreciate Japanese sake around 2022.
“It was in that year that the volume of consumption doubled.
“Perhaps, it was due to many Japanese restaurants like Japanese omakase, yakiniku or izakaya opening up in Malaysia.
“Globally, sake also receive more and more attention.”
The festival attracted about 1,500 guests who immersed themselves in myriad sake flavours.
There were cocktails concocted using sake as the alcohol base while a masterclass gave guests an insight to the history, production and appreciation of sake.
Dressed in a necktie of sake bottle prints, Japan Ambassador to Malaysia Takahashi Katsuhiko said in his opening speech that he was a fan of sake.
“My love for sake is presented in my necktie and I want the love for Japanese sake and cuisine to spread worldwide.
“According to Japan Premium Sake Association and Japan External Trade Organisation’s (Jetro) recent survey, there are about 1,700 Japanese restaurants in Malaysia.
“However, the number of sake is still very limited.
“This festival is great for Malaysian young adults to explore and enjoy sake,” he said.
Dajin sales director Joshua Boo said the company had played a pivotal role in introducing premium sake brands to the Malaysian market.
“The event is an excellent platform to connect with our customers and showcase our commitment to delivering excellence in the beverage industry.”
