Kyoto City established "Arts Aid KYOTO" in fiscal year 3, with the aim of supporting the ambitious activities of artists and other people involved in the arts and culture with the entire society, and to promote the sustainable development of culture and the arts. In September 4, cultural property preservation projects were newly added to the list of support targets, expanding the system to support both the arts and culture and cultural property preservation fields.

The cultural value of the Higashigura brewery owned by Tamanohikari Sake Brewery has now been recognized, and it has been decided to implement the Tamanohikari Sake Brewery Higashigura Regeneration Project as a support project in the field of cultural property preservation.
The system solicits donations through hometown tax payments to raise funds to renovate the aging storehouse.
We spoke to Yosuke Haba, President and CEO of Tamanohikari Sake Brewery, about his thoughts on the project.

I spoke to this person

Yosuke Haba, President and CEO of Tamanohikari Sake Brewery

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As an accountant, he has experience as a management consultant for various companies. Since 2023, he has been the CEO of Tamanohikari Sake Brewery Co., Ltd. and the 14th generation brewer, promoting the value of Japanese sake to the world.

1. Background and thoughts behind preserving the East Storehouse

Tamanohikari Sake Brewery Co., Ltd. is a Japanese sake brewery that was founded in Wakayama Prefecture in 1673 and continues to make sake traditionally. After the war, the brewery moved to Fushimi, Kyoto, and began making sake as a business, becoming the "Higashigura." The Higashigura is a 13-year-old building that was built in 1924, and even after sake brewing was moved to Tamanohikari Sake Brewery's headquarters, it was used as a sake storage facility and residence for the brewers, and it still exists as a brewery that retains the original scenery of Tamanohikari Sake Brewery.

Haba-san: "Fushimi is associated with Ryoma Sakamoto and Teradaya. There is an existing map, and the eastern storehouse is located on the former site of the Satsuma clan residence. I want to preserve this place that has cultural and historical significance."

Another factor behind this is the slump in the domestic sake market, which has shrunk to a quarter of its current size over the past 50 years. However, sake is not just an alcoholic beverage; it is a part of Japan's food culture that dates back 4 years, a sacred object used in religious ceremonies, and a traditional industry woven together by the skills of artisans.

Haba-san: "As the domestic sake market stagnates, what will happen is that the facilities will no longer be needed. There are 85 tanks lined up in the East Brewery, but none of them are in use. However, the original scenery of sake brewing remains. The roots of Tamanohikari sake brewing and traces of the people of the past are here, and I have a strong desire to pass on 'traditional sake brewing' to the next generation. To that end, I want to preserve the old sake brewery and spread the word about its greatness from Japan to the world."

2. Communicating value to the world

After the restoration of the Higashigura, the 100-year-old storehouse will be transformed into a space where visitors can experience traditional sake brewing and the history of Tamanohikari Sake Brewery. The storehouse will also collaborate with other traditional industries in Kyoto, such as tea and flower arranging, to promote Japanese culture to the world.

Haba-san: "When customers see the East Storehouse, they are always delighted. We have to preserve the unique atmosphere here. It's not that we want to preserve it because it's culturally important, but rather, I imagine that by reviving it together with other traditional industries besides sake for the future, we may be able to create something that is unlike anything else in the world."

Specifically, the space will be arranged differently depending on the guest each time. There is a plan to make it a place where people from the creative world can thrive, with restaurants, music, Noh, tea, flower games, anime, and more.

Haba-san: "I want to convey to today's young people that Japan is wonderful, and that Japan still has a lot of potential. I think the most important thing is to work together with a variety of people. My dream is to use this venue to form a circle and connect with others, spreading the word throughout the sake industry."

Working together on the project is the General Incorporated Association Sake Brewery Preservation Association, which has been entrusted by Tamanohikari Sake Brewery with the operation of the East Brewery. In order to convey the cultural value of sake to as many people as possible and connect sake brewing to the future, the association will preserve the old sake brewery and promote it from Japan to the world.

Chairman of the Sake Brewery Preservation Association
Yosuke Haba (center of photo), 14th generation president and CEO of Tamanohikari Sake Brewery

Director of the Sake Brewery Preservation Association
Hideya Umehara (left), CEO of Kyodenbito Co., Ltd.

Director of the Sake Brewery Preservation Association
Mr. Masahiko Murakami (right), CEO of Skeleton Crew Studio Inc.

3. How to donate

Implementing hometown tax donations.
In order to preserve and restore the East Storehouse, which has been passed down for generations, and pass on traditional sake brewing to the future, the Sake Brewery Preservation Association, a general incorporated association that has been entrusted with the operation of the East Storehouse by Tamanohikari Sake Brewery, will be carrying out a two-year project in 2024 and 2025, and this year will be accepting local tax donations for the East Storehouse repair work.

* Target amount: First target 3,080 million yen
*Application period: October 6, 10 (Thursday) to February 3, 7 (Friday)
* Gift: Pure rice sake lees set (sake lees financiers, etc.)
・Special commemorative bottle of sake (not for sale)
・Right to participate in a special private tour of the brewery guided by the brewer
・Dinner at sake lees restaurant "Junmai Sake Lees Tamanohikari" etc.

* The contents of the gift will vary depending on the amount of your hometown tax donation. For more information, please check the URL below.
https://congrant.com/project/kyotoart/12913