The Year of the Rat may also turn out to be the Year of Sake. Last year, exports of sake (Japanese rice wine), rose to the highest level since a passing miniboom 11 years ago. The just-finished Year of the Boar saw a 10 percent increase over 2006 and a 40 percent increase since 2001. All signs point to an even bigger increase in 2008 for one of Japan's most distinctive cultural creations.
Overseas, strong demand from the United States took up 30 percent of total exports, followed by 20 percent from Taiwan. Other expanding markets in Canada, Hong Kong and South Korea have also contributed to the upswing. Exports to China in 2006 were double those in 2002. Sake brewers are hoping that China's interest takes off even further, maybe with a meal of sushi and sake becoming the perfect accompaniment to the Olympics.
Despite this worldwide growth, sake still remains a very Japanese drink. All exports combined are equal to only 1 percent of domestic sake consumption. Simply increasing exports is not an impossible task, but doing it right and for the right reason are more problematic. In this sense, sake's challenges are also Japan's. The pressures and possibilities of selling sake in an increasingly global market demand a new sense of presentation and a better understanding of global logistics.