Yukihiro Watanabe, host of the Gilly Company, which organized the seminar, and Matsufuji of Dassai.
Dassai Inc, the company behind the sake brand Dassai, and major developer Mitsui Fudosan Co, Ltd recently co-hosted a sake brewing seminar, bridging the gap between industries. The collaboration reflects a shared vision: respecting tradition while embracing innovation.
The seminar featured Naoya Matsufuji, Executive Officer and Brand Director of Dassai, as the lecturer. It drew a diverse and dynamic audience, from sake enthusiasts to people from Mitsui Fudosan with an interest in branding.
Innovation and Tradition
Matsufuji spoke about Dassai's continued growth both in Japan and abroad, emphasizing the brand's unwavering commitment to sake brewing.
He highlighted Dassai's global initiatives, including obtaining Kosher certification as a mark of international quality and launching Dassai Blue in the United States. According to a Japan Tourism Agency survey on inbound consumption trends (April 2024–March 2025), Dassai ranked among the top 12 most satisfying purchases for visiting tourists, underscoring its strong reputation at home and overseas.
At the same time, Matsufuji emphasized Dassai's uncompromising approach to the brewing process. From rice selection to washing, the company adheres to meticulous practices, such as washing the rice in small batches and adjusting moisture levels down to the gram. The brewery's respect for tradition, combined with its relentless innovation, drew audible admiration from the audience.
Participants had the opportunity to taste a range of Dassai sake and experience their distinct qualities. The first was Dassai 45, a Junmai Daiginjo sake using Yamada Nishiki rice polished to 45%. Another was Dassai Nigori Sparkling, in which 45%-polished Yamada Nishiki and nigori sake undergo secondary fermentation in the bottle. Finally, they also savoured the Dassai 23, a Junmai Daiginjo and Dassai's finest expression, made from rice polished down to 23%.
The Spirit of Urban Development
The seminar was held in Nihonbashi, one of Mitsui Fudosan's key development sites. In Nihonbashi, a hub for Japanese culture and performing arts, Mitsui Fudosan continues to pursue innovative urban development while respecting tradition and attracting a diverse range of tenants.
On the theme of cross-industry collaboration, Mitsui Fudosan Senior General Manager Takahiro Kuroda commented, "In a historic area like Nihonbashi, we develop the area while preserving and revitalizing its core concepts. Dassai does the same — respecting tradition while innovating and taking on new challenges. That approach resonates with how we build cities."
Finally, Matsufuji shared Dassai's vision for the future: "We need to expand beyond Japan and reach the world. I hope Dassai will gain international recognition as an outstanding sake that can stand alongside the world's finest alcoholic beverages. I will continue to pursue this goal with all my energy."
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Author: JAPAN Forward
