Japanese alcohol exports hit a record high as sake stands out at a trade fair in China

According to trade statistics from Japan’s Ministry of Finance, exports of Japanese alcoholic drinks in 2025 rose 11.8% from the previous year to ¥149.5 billion (149.5 billion yen), a new record. The largest destination by country or region was China, at ¥29.2 billion, up 19.4%. In Guangzhou, in southern China, the 36th Interwine China 2026 (China (Guangzhou) International Wine & Spirits Fair) was held from 21 to 23 May 2026. The Japan External Trade Organization (JETRO) set up a Japan Pavilion at the fair, bringing together Japanese businesses as exhibitors.

A Japan Pavilion with 34 companies

Interwine China is an international alcohol trade fair held every year at the Canton Fair Complex, a large exhibition centre in Guangzhou, the capital of China’s Guangdong Province. This year, exhibitors also came from Australia, Italy, Chile, New Zealand, Portugal and other countries. JETRO has run a Japan Pavilion since fiscal 2022, and this was the fifth. In a 108-square-metre space, 34 companies presented sake, shochu (a Japanese distilled spirit made from rice, barley, sweet potatoes and other ingredients), umeshu (plum wine), liqueurs, whisky and beer. The pavilion was near the entrance of the venue, and visitors reportedly kept coming throughout the fair. The organisers also see Japanese drinks as having become one of the indispensable exhibitor categories at the fair.

From the trade to ordinary consumers

Some exhibitors said that, with China’s economy sluggish, fewer trade buyers such as restaurants attended. At the same time, more ordinary consumers came, and the exhibitors said they now want to put more effort into sales through retailers. One company said it had expanded its business in Guangdong Province and made more connections with people in the restaurant and retail sectors. It suggests that in an export market where business-to-business trade has been the mainstay, Japanese drinks are beginning to reach ordinary consumers directly.

For readers in Europe

As export values grow and more breweries exhibit at international trade fairs, more Japanese drinks may find their way into European wine shops and restaurants. Not only sake but also shochu, umeshu, Japanese whisky and craft beer are gaining a presence as export products. If you spot an unfamiliar label in a shop, start by asking the staff about its ingredients and type. Checking the aroma in a wine glass, or comparing sake with shochu side by side, is a good way to enjoy the breadth of Japanese drinks.