According to a source from the Japanese government on the 26th, the government has compiled a new policy to promote the export of sake, shochu, wine and Okinawa shochu "Awamori". This is part of the "Cool Japan Strategy" to promote Japanese culture overseas. The main content is to increase sales by attracting buyers of foreign wines by strengthening information dissemination and branding by holding events overseas. There will also be more experience opportunities such as winery tours for foreign tourists. This policy will be decided at the "Liaison Meeting on the Promotion of the Export of Japanese Alcoholic Products" to be held on the 28th.

Focusing on the 2020 Tokyo Olympics and Paralympics, the new guidelines enumerate specific measures. Japan’s alcohol exports increased from 20.6 billion yen in 2012 to 42.9 billion yen (approximately RMB 2.7 billion) in 2016. In order to further expand exports, the government asked brewing companies and professional reporters about the development of overseas markets. Subject. The new policy will revise the current policy established in 2014.

As a measure to strengthen information dissemination, the policy proposes to use overseas bases such as Japanese embassies to hold events. It will also combine Japanese food, wine vessels and regional culture to promote sales. Refer to the "Japanese version of SOPEXA" (tentative name) established by the French Food Association (SOPEXA) in April to provide support for exports, including overseas sales strategies, branding, and negotiation activities.

The new policy plans to promote Japanese wine to overseas wine buyers and the media to promote its popularity in the wine market. Compared with overseas production, domestic wines are less produced and will use this feature to promote their branding. It is also considering selling shochu as a distilled spirit similar to vodka and tequila.

The new policy analyzes the consumption trends of foreign tourists with increasing trends, hoping to drive demand in overseas markets. In addition to expanding the "sake cellar tour", the charm of Awamori will be promoted to foreigners visiting Okinawa. The new policy also points out that it is necessary to relax restrictions to create an environment conducive to exports and to cultivate talents for the dissemination of correct knowledge.