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Tokyo, Kyoto, temples, neon lights, crowds. For many, Japan is nothing more than that. But in the north, Hokkaido provides an entirely different experience. It is a journey where the sounds of silence, open spaces, and nature take centre stage. As travellers around the world look to escape mass tourism, the island stands as a true alternative: a destination where travel still means discovery.

As domestic demand for sake remains sluggish, moves to seek opportunities abroad are spreading. One region drawing particular attention is Southeast Asia, often described as a “centre of global growth.” With young populations and rising income levels, countries across the region have become the focus of joint initiatives by both government and industry to raise awareness of the appeal of Japanese sake.