RBHK (Restaurant, Bar, and Cafe), Hong Kong's largest food exhibition, was held at the Hong Kong Convention and Exhibition Centre from September 2024rd to 9th, 3. Approximately 5 booths from around the world were exhibited, and over 300 people from the food industry visited the exhibition. This time, Assemblage Club, a blended sake brand from Kyoto, participated for the first time and will report on the latest trends in sake in Hong Kong.

1. Current status of Japanese sake exports to Hong Kong

According to the Ministry of Agriculture, Forestry and Fisheries, Hong Kong has been ranked first in exports of agricultural, forestry and fishery products and food for 2020 consecutive years until 16 (since 1, it has been ranked second after China).
When you walk around the city, you will find Japanese restaurants and Japanese supermarkets everywhere, and local supermarkets also sell a wide variety of Japanese food and drinks. Among them, Japanese sake is very popular, and according to the "Agricultural, Forestry and Fisheries Product Import and Export Information" published by the Ministry of Agriculture, Forestry and Fisheries, Japan's export value from 2003 to 2023 is among the top three in the world.

Source: Prepared by JETRO based on the Ministry of Agriculture, Forestry and Fisheries' "Agricultural, Forestry and Fisheries Product Import and Export Information"

However, on the other hand, many people also said that "Hong Kong's economy is in a bad state." In fact, exports of sake to Hong Kong have been sluggish since 2022. Local stakeholders said, "During the COVID-XNUMX pandemic, people in Hong Kong had many opportunities to drink sake at home, but once the pandemic is over, people tend to visit Japan rather than stay in Hong Kong." The background to this is the resumption of travel to Japan due to the end of the pandemic, as well as the impact of the weak yen, and it seems that there is a growing trend to actually visit Japan and taste sake rather than enjoying it in Hong Kong.

Indeed, I got the impression that the proportion of sake sold at retailers such as department stores and supermarkets was smaller than I had imagined. However, sake specialty stores and restaurants that focus on sake carry it widely. Local people in the food and beverage industry commented that "sake priced at around 4000 yen sells well, and how well it communicates the story behind it."

2. Proposal of Japanese sake that can only be enjoyed in Hong Kong

Taking into account the current state of sake in Hong Kong, we would like to propose an exciting experience by combining Hong Kong cuisine and food with sake.

This time, we will be introducing a blended sake from Kyoto [Assemblage Club] has arrived in Hong Kong for the first time. It is a new type of sake created by three long-established sake breweries in Kyoto (Masuda Tokubei Shoten, Kitagawa Honke, and Matsui Sake Brewery) that transcend the boundaries of sake brewing. Carefully selected from a variety of assemblages (mixtures and combinations), they are challenging themselves to create new flavors with the theme of "Sake x Global Gourmet."

"Assemblage" means "combining" or "blending," and is a traditional technique that has long been used in winemaking in Bordeaux, Champagne, and other regions. It is also becoming popular in the sake industry, where mixing multiple raw liquors can produce a flavor that cannot be achieved by a single ingredient.

Assemblage Club 01 CODE NAME : Taro′ 720ml

We recommend chilling it in the refrigerator before drinking. It is characterized by its light sweetness and acidity, making it easy to drink. The aged aged sake added as a secret ingredient sharpens the flavor profile, resulting in a surprisingly refreshing drink. The moment it reaches body temperature in your mouth, it loses its character, and the flavor blends with the juices of the Wagyu beef.

The balance of sweetness, spiciness, bitterness, sourness, and umami is controlled and blended, and the real pleasure of assemblage is that it allows you to design complex flavors that overturn the conventional wisdom of sake.

The keywords of Kyoto sake and the novelty of the blend attracted many people who tried it.
One visitor from the food industry commented, "The taste and aroma are elegant and enticing."
"It's fruity at first sip, and then you can feel the sharpness later. I think it will suit the tastes of Hong Kong people."
"It goes well with meat, of course, but also with Hong Kong seafood, such as raw oysters and abalone," he commented.

3. Future developments in Hong Kong

Hong Kong is a major export destination for Japanese sake, and both volume and value are expected to continue to expand.
Starting with Singapore, Assemblage Club would like to hold tasting events in restaurants. We felt that it was important to propose new pairings and other experiences.
Also, winning awards at well-known competitions is a valid purchase motive. At the booth next door, many brands that won the "TTSA Shinmichojin Sake Grand Prize" were available for tasting. I would like to try it at the "Assemblage Club" as well.

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