Interview with Tatsuma Takehito, chairman of Tatsuma Honke Sake Brewery, about the appeal of Hakushika and the future of sake
Nada in Hyogo Prefecture is a famous sake-producing region that boasts one of the highest production volumes in the country. Among the many major nationally famous sake brewers, Hakushika has long established itself as a "famous sake brewery in Nada." Based on the belief that "sake is not something that is made, but something that is cultivated," the region is not only involved in sake brewing, but is also involved in a variety of other activities, including educational programs and museum operations.

Nadagogo, a sake-producing region consisting of Kobe and Nishinomiya cities in Hyogo Prefecture, is a renowned sake-producing region that boasts the highest production volume in the country.
The "Miyamizu" water used in Nada sake is a rare hard water in Japan, sourced from about 1km off the coast of Nishinomiya City. It is rich in minerals that are perfect for sake production. Taking advantage of the cold winds blowing down from Mt. Rokko, rice polishing using the water flow, and the excellent environment for shipping to Edo, Nada developed into a place where famous sake breweries that are renowned both at home and abroad are still lined up.
Tatsuuma Honke Sake Brewery, which has been brewing sake in the Nada region for over 300 years, is famous nationwide for its "Hakushika" brand. Even those who are not sake lovers have probably heard of the name "HAKUSHIKA" at least once.
Founded in 1662 (Kanbun 2) during the reign of Tokugawa Ietsuna, the fourth shogun of the Edo shogunate, Tatsuuma Honke Brewery has expanded into a wide range of businesses, from sake barrel making to sake brewing, shipping, and finance. This approach continues to this day, and today, in addition to sake brewing, the Hakushika Group also operates cultural facilities such as the "Sake Museum (Hakushika Memorial Sake Brewery Museum)," educational institutions such as nursery schools, kindergartens, and junior and senior high schools, as well as real estate and sports facilities.
In this article, we interviewed Tatsuma Takehito, chairman of Tatsuma Honke Sake Brewery, about their past efforts, future prospects for the industry, and their involvement with their hometown of Nishinomiya through the aforementioned sake museum.
I spoke to this person

- Tatsuma Takehito, Chairman of the Board, Tatsuma Honke Sake Brewery Co., Ltd.
-
ProfileBorn in May 1971 as the second son of Tatsuma Akio, the 5th head of Tatsuma Honke Sake Brewery. After joining Sanwa Bank Ltd. (now Mitsubishi UFJ Bank) in 15, he joined his family business, Tatsuma Honke Sake Brewery Co., Ltd. in 1994. He became the company's President and Representative Director in 1999 and Chairman of the Board in 2006. From Nada, Japan's number one sake producing region, he is committed to preserving Japanese sake culture as well as educational and cultural activities.
INDEX
- The concept is to make alcohol that makes meals taste even better.
- Born as the second son, he went from being a banker to working in the sake brewing industry
- Keeping up with the times while taking the brand into the future
- We also operate educational institutions as a group business.
- The Sake Museum's Memorial Hall and Brewery Hall
- Sake as a tool for "growing together"
The concept is to make alcohol that makes meals taste even better.
-Please tell us about the founding of Tatsuuma Honke Sake Brewery.
Chairman Tatsuma: "I heard that they originally started out as a sake barrel manufacturer. Then they focused on sake brewing and expanded the business.
It dates back more than 100 years before the development of Nada, when Itami and Ikeda in Osaka were the main areas for sake brewing. However, as time passed, the main market shifted to Edo, and sake brewers flocked to Nada, which was convenient for transporting sake there. At first, sake was transported mixed with various other goods, but as the demand for Nada sake in Edo increased, ships dedicated to transporting sake, called 'Taru Kaisen', also appeared."
--Apart from shipping, what are some of Nada's strengths?
"In Hyogo Prefecture, there are areas in Miki and Kato called "Special A Areas" where superior Yamada Nishiki rice is grown.
Yamada Nishiki first appeared about 100 years ago, but rice cultivation had been active even before that. Rice farmers plant rice in the spring and harvest it in the fall, so they needed work in the winter. A routine was developed in which farmers would cross the mountains to come to the sea during the off-season to make sake.
The Nada region also has other advantages, such as improved waterwheel rice polishing technology that utilizes the rapids that flow from Mt. Rokko, and the use of hard water for brewing, known as "Miyamizu," which produces sake with a sharp finish."
-So the environment for rice milling and the water source were excellent.
"The area where sake brewing currently takes place in Nada wasn't originally a town. Sake breweries were built on land that was once rice paddies and farmland, and eventually took on the form we see today. The establishment of sake breweries led to the creation of towns in the surrounding areas."
-Please tell us the concept of the sake produced by Tatsuuma Honke Brewery.
"The concept is to create sake that doesn't interfere with the flavor of your meal, but enhances the taste of the food. At one point, there was talk of strengthening the aroma of the daiginjo sake, but even then, the final product was one that resembled the traditional Hakushika. This could be said to be a sign that the flavor of Hakushika is firmly rooted in the sake brewing process."
--Even among Nada sake, known as "manly sake," Hakushika has a relatively soft image.
"My father told me that the Hakushika logo on the label is too delicate, and many people said that it is hard to notice from a distance. Our sake has a strong, yet mild flavor, in keeping with the delicate nature of the logo.
Also, when we did a promotion in Italy in the past, our Honjozo sake, which was brewed using four stages of glutinous rice fermentation, received high praise, with people saying, 'I didn't know there was such a creamy sake!' There is an image that sake with a strong aroma is popular overseas, but in reality, tastes are as varied as the people. I realize that there are many people who prefer a more subdued sake quality."
Born as the second son, he went from being a banker to working in the sake brewing industry
-Please tell us how you came to take over the sake brewing business.
"After graduating from university in 1994, I joined the former Sanwa Bank (now Mitsubishi UFJ Bank) and worked there for five years. I was actually the second son, and I thought for sure that my older brother would take over the family business.
However, in 1998, my older brother expressed his intention not to take over the business. I have two younger brothers, but both were still students at the time. From my father's perspective, I, the second son, was the obvious candidate to take over the business. After thinking about it for a few days, I decided to take over the family business and joined the company."
-What did you feel when you moved from the finance industry to the sake brewing industry?
"I joined the company in the spring of 1999 and started working in sales in the fall, but I was surprised to see that the units of measurement used in the materials during sales meetings were in koku (number of stones). At the bank where I had worked up until then, I had always seen units in yen and dollars.
A few years later, I became a director, and the unit of the financial statements I received was the yen. I felt that this distinction between yen and stone was unique. Naturally, salaries and bonuses were in yen, so I started working to standardize it to the yen, but it was difficult to get the idea across. I remember saying at the time, "In that case, I'll pay my salary in sake too" (laughs)."
-Do you drink alcohol on a regular basis, Chairman Tatsuma?
"I'm not particularly good with alcohol. But as I said before, Hakushika sake is delicious with meals and you never get tired of drinking it. And, although I may brag, all of the employees at our company like Hakushika sake. This may seem like a given, but it's actually not that surprising."
-What do you think is the reason for that?
"I may be blowing my own trumpet here, but it's simply delicious. I attended a company drinking party in the summer of 1999, when I first joined the company, and everyone was drinking hot sake from the first glass, even though it was hot. They said that sake that can't be warmed was no good, so they only brought hot sake. At the time I was a little worried about what the future held, but after about two years, I had joined the party (laughs). Warm sake in the summer is delicious."
Keeping up with the times while taking the brand into the future
-What are your thoughts on the current sake industry?
"In recent years, young sake brewers who are pursuing new initiatives have been the talk of the sake industry. In particular, genres such as doburoku and craft sake have many supporters, but there is still some uncertainty as to whether drinkers who start out with these will continue on to the regular products that we are making.
Furthermore, in order for Hakushika to be chosen among the many classic types of sake, it needs to have something that stands out. Nowadays, there are major sake breweries all over the country, not just in Nada and Fushimi, and each one approaches and expresses sake from a different angle. I think it is necessary to make an effort to bring out the unique character of Hakushika and become an entity that young drinkers look up to and think, "I want to enjoy that sake in the future."
Speaking of "effort," improving quality and flavor are important, but I believe the flavor of the Hakushika brand is already perfected.
For that reason, we place great importance on continually communicating the thoughts and feelings behind the creation of Hakushika and how best to enjoy it. I think it is important that many sake fans keep this information in their minds."
What do you think about overseas demand?
"The assumption within the company is that going forward, domestic sales will go down and overseas sales will go up, but I personally don't think that's the case.
It's true that more and more people from overseas are coming to Japan every year, and interest in Japanese cuisine is on the rise. On the other hand, the fact that traditional sake brewing has been registered as an Intangible Cultural Heritage by UNESCO is also helping to boost interest in Japanese food, so I think interest in Japanese food is still high within Japan.
We want people who love Japan and come to visit to understand that sake is an integral part of Japanese culture. To achieve this, we need to capture demand not only through our activities as a single brewery, but also through the Nadagogo area as a whole."
--It seems like there is still room for growth within the country.
"If we look simply at domestic alcohol demand, the demand for sake is only about 5%. But what kind of alcohol are the remaining 95% drinking? In other words, we can make the hypothesis that 'Maybe sake isn't an option?'
If that's the case, then I think there's a good chance that by approaching 95% of the market, Hakushika could increase its domestic market share. While markets across borders are important, it's also important to increase the number of people who support Hakushika in Japan. I feel that this is something that is being under-researched."
We also operate educational institutions as a group business.
-I heard that the Hakushika Group is also focusing on the education business.
"Currently, we are running three educational businesses: Matsuhide Kindergarten, run by the Chitose Gakuen Educational Corporation; Kaede Nursery School, run by the Seimatsu Gakuen Social Welfare Corporation; and Koyo Gakuin Junior and Senior High School, run by the Tatsuma Ikueikai Educational Corporation. Koyo Gakuin Junior and Senior High School is the oldest business, dating back to 3 when my great-grandfather, the 13th Tatsuma Kichizaemon, took over from the school's founder.
Matsuhide Kindergarten opened in 1971, and Kaede Nursery School opened in 46. Kaede Nursery School was established with the goal of solving the problem of children on waiting lists in Nishinomiya City.

▲The exterior of Kaede Nursery School
-Does the group have any unique educational policies?
"At Matsuhide Kindergarten, we teach about taste as part of our nutrition education. We place great importance on the children eating the food they have made themselves. We also grow rice together, harvest it, and thresh it.
There are many sake breweries in the Nadagogo region as a whole that are involved in educational projects, but I think the number is higher than in other prefectures. The brewery owners and presidents of the time invested in the education of future generations. In my great-grandfather's books and stories I've heard, there is even a saying that goes, "People are essential to raising the nation's strength."
-Are there any differences in the ways you promote the sake brewing and education businesses?
"In terms of our educational programs, I think it's important to clearly communicate what kind of school we are and what our philosophy is. This philosophy also applies to sake brewing. I think it's only by communicating what kind of sake Hakushika is and what kind of sake we brew, and gaining empathy, that people will turn their attention to us."

▲"Hakushika Classics" is a shop and restaurant run directly by the brewery
-What methods do you use to communicate this information?
"In the sake brewing industry, there used to be a time when if you made good sake, it would sell naturally. Television advertising was also very powerful, so drinking sake was a status symbol. However, as times have changed, the number of people who don't drink sake has increased.
In response to this situation, I am currently promoting the business of Tatsuuma Honke Brewery through lectures. In May of this year, I was given the opportunity to give a lecture to coincide with the 5th anniversary of the establishment of the city of Nishinomiya. I am currently in the position of chairman, but I have been steadily carrying out these activities since my time as president."
The Sake Museum's Memorial Hall and Brewery Hall
After the interview, we visited the Hakushika Memorial Sake Museum, a public interest incorporated foundation that is also known as the "sake museum" established by Tatsuuma Honke Sake Brewery.
The Sake Museum, the only museum in Japan dedicated to "sake" and "sakura," was established in 320 (Showa 1982), 57 years after the company was founded, with the aim of preserving the history of sake brewing, a cultural heritage, for future generations.
The memorial hall holds seasonal exhibitions and displays materials such as the "Sasabe Sakura Collection" (on loan from Nishinomiya City) collected by the late Sasabe Shintaro, who devoted himself to protecting and cultivating cherry trees.

▲Interior of the memorial hall
The Sake Brewery Museum, located across the street from the memorial hall, occupies a building that was formerly a sake brewery built in 1869 (Meiji 2).
The exhibits, which use a sake brewery that survived the Great Hanshin-Awaji Earthquake of 1995, are very impressive.
The entrance to the storehouse faces due south and gets lots of sunlight. When it was still in use, it was also used as a place to dry washed sake brewing equipment.
On the left side of the photo is an exhibit of a "hane-tsurube" (a bucket used to draw water from the miyamizu water that supports Nada's fine sake).
The remains of the boiler room were excavated when the storehouse was renovated into a museum. It was in active use until the 30s.
Inside the building, there are many sake brewing tools that have been used since ancient times.
Some of the exhibits can even be touched, giving visitors a clearer idea of what sake brewing was like back then.
The Great Hanshin-Awaji Earthquake caused great damage to the Nada sake breweries. This museum preserves some of the tools from the time of the damage in their original state. The exhibits, with large wooden barrels half-destroyed and sake brewing tools scattered everywhere, give a realistic impression of the situation at the time.
This is a museum where you can feel the breath of history that has continued to produce Hakushika in Nada for over 300 years.
Additionally, the museum also displays the old logo with the character "Maru-Tatsu" (Dragon) that was attached to the former product factory "Hakushikakan," which was built in 4-5, as well as part of the arched steel frame that once supported the neon sign that was once a landmark of Nishinomiya.
Sake as a tool for "growing together"
-What does sake mean to you, Chairman Tatsuma?
"The Hakushika Group's corporate philosophy is 'to nurture.' I interpret this as 'to nurture each other.' I think sake is a tool to help us, society, and our customers nurture each other.
The idea of nurturing each other is expressed through the exhibits at sake museums, through the schools at educational institutions, and in the case of sake, through the sake itself, Hakushika.
Sake is an important part of continuing to create this environment where we can grow together. Naturally, it's delicious to drink and it's a happy time."
Tatsuma Honke Brewery is not just a sake brewer, but also has roots in the local community and society through education and museums. Their efforts show us the significance of sake being not just a luxury item, but continuing to exist as a culture. Chairman Tatsuma's thoughts, which continue to be conveyed under the philosophy of "growing together," and the tradition and flavor of Hakushika are sure to continue to resonate with many people.
Writer: Yuki Arai
Born in Shiga Prefecture, living in Kyoto City / Sake Master, SAKE DIPLOMA, SAKE and Wine Certification Instructor, Wine Expert
Due to his love of alcohol, after graduating from university he got a job at a liquor store in Kyoto. After that he worked in sales for a food manufacturer before becoming a freelance writer. His specialties are traditional cuisine and alcohol. He will continue to work hard to spread the appeal of Japanese sake through his articles.
Tatsuma Honke Brewery Co., Ltd.
- Start a business
- 1662
- Representative stock
- white deer
- Address
- 2-10 Tateishicho, Nishinomiya City, Hyogo PrefectureOpen with Googlemap
Sake Museum (Hakushika Memorial Sake Museum)
- Address
- Hyogo Prefecture Nishinomiya City Kurakakecho 8-21Open with Googlemap
- TEL
- 0798-33-0008
- Opening hours
- 10:00~ 17:00
- Closed days
- Tuesdays
Featured articles
Search for sake
Recommended sake

Sake World Championship 2025 Winning Sake "Tenteki Senseki"
Leaf Publications Co., Ltd. | Okayama Prefecture

Toranoko Freshly Squeezed Unpasteurized Sake
Ide Sake Brewery | Saga Prefecture

Daiginjo Toji no Homare
Ide Sake Brewery | Saga Prefecture

Junmai Ginjo "Hatsuhonoka"
Sawada Sake Brewery Co., Ltd. | Nara Prefecture