SAIJO’S 2024 SAKE MATSURI: THIS OCTOBER

Sake. Smooth, simple, elegant. With its notoriety and worldwide acclaim, this sophisticated fermented rice wine can be argued as Japan’s national alcohol. For all those who’ve given it a try and now proudly call themselves fans of this delicious beverage, we have something in store for you today! Touted as one of the largest sake festivals in the country, the Sake Matsuri, as the name implies, is no less than sake heaven! With over 100,000 to 200,000 people gathering together to celebrate their love and interest in the drink, it creates a contagious atmosphere of pure excitement. But hey, don’t worry. Even if you’ve never taken so much as a sip, this is more than the perfect opportunity to take a crack at it!

The festival is held annually for two days (Saturday and Sunday) during the month of October. This year, it will be taking place on the 12th from 10:00 A.M. to 8 P.M. and the 13th from 10:00 A.M. to 5 P.M. The hosting town, Higashi-hiroshima’s quiet and quaint Saijo, has long since been renowned for its sake, being home to seven breweries. Where it gets really interesting, though, is the fact that they all happen to be concentrated in a single area! Dubbed “Sakagura-dori” literally “Sake Brewery Street,” you would probably guess that when festivities start, it sees a lot of activity. You’d be 100% right! While normally as calm as the rest of sleepy Saijo, the festival turns things upside down. As people flood the streets, the breweries open their doors to foot traffic while local businesses set up stalls. If you can, be sure to hop in on a brewery tour–interesting tidbits of history aside, being able to do some taste testing is sure to be a highlight!

After all that walking it’s understandable if you’re a little spent. Maybe you want to sit down and refill the tank before venturing out again. Well, this is your chance to dig into Saijo’s own bishu nabe, which is said to have originated here. A simple hot pot, it’s a dish commonly eaten by sake brewers to give them the energy needed for such a back-breaking job. Rather than being cooked in water, however, the meat and vegetables are all boiled in sake! Yep, that’s right. But no worries, it won’t get you the slightest bit drunk since the alcohol evaporates while cooking, meaning anyone of any age can enjoy this hearty meal. It’s ¥14,300 per 4-person serving and includes two bottles of local sake. Bottoms up!

The main draw of the Sake Matsuri, though—what really gets everyone and their grandma to come rushing over to Hiroshima in October is the aptly named Sake Square. In this venue, over 800 varieties of sake hailing from all across Japan are for the tasting! It’s samples galore and will have your tongue smiling by the time you’ve had your fill. Tickets for designated time slots can be bought in advance at ¥3,300 or at the door for ¥3,800. You’re definitely getting your bang for your buck since a ticket covers all-you-can-drink, 1 snack set, a bottle of yawaragi-mizu water, a free sake cup, and a list of the different sake being served. Tickets are available for sale at 7/11’s Ticket Pia machines.

For those who don’t consider themselves drinkers or don’t particularly rock with sake, don’t fear there’s still a barrel full of fun to be had. Yes, though themed around alcohol, the festival has plenty of activities that can be enjoyed by all. Live music, parades, and even numerous karaoke contests offer themselves as opportunities to have an absolute blast! On Saturday morning, you can watch a group of men coming from Matsuo Shrine carrying a heavy mikoshi (portable shrine) on their shoulders. At 2 P.M. that same day it’s the women’s turn, and they can be seen doing the same in their Hime Mikoshi procession, hustling over from mitate shrine.

The Sake Matsuri is astounding for the sheer fact that the shared enjoyment of a single drink can bring together so many people. It’s a lively, heart-pounding romp that’s a fun ride with friends, family, or even just yourself. There’s much to explore, much to do, and tons, tons to drink. For the folks who are planning on coming to Japan in October, the Sake Matsuri is a delightful way to spend a weekend and a chance to make memories that shine as brightly as a freshly poured cup of sake.

EVENT DETAILS:

Dates: October 12th from 10:00 A.M. to 8 P.M. and October 13th from 10:00 A.M. to 5 P.M

Website: https://sakematsuri.com/

Fees: Advanced Tickets ¥3,300 & Tickets at the door ¥3,800

Location: There are several different venues, so please check the website for information about them. The website is also available in several different languages!

Featured Photo Credit: Johnny

Coming to Hiroshima for the Sake Festival? Reach out to our Specialists Team to plan your WHOLE trip and properly explore this fantastic prefecture!