FOCUS: Affinity, Travel Boom Fuel Demand for Sake in Russia

Tokyo, April 8 (Jiji Press)–Sake, Japan’s traditional alcoholic beverage, is becoming increasingly popular in Russia despite wartime tensions and strained bilateral relations. Japanese distrust of Russia has long been fueled by a decades-old territorial dispute over a cluster of islands in the northwestern Pacific. Soviet troops seized the islands in the closing days of World War II, and Russia still controls them. Nevertheless, many Russians remain strongly attracted to Japan and its culture. That affinity, combined with a recent boom in travel to Japan, appears to be driving growing demand for sake, particularly among affluent and middle-class consumers who have developed a taste for the drink’s authentic flavor. Visa Lines Relations between Japan and Russia have deteriorated sharply, reaching what many describe as the lowest point since the end of the Cold War. The downturn followed Tokyo’s decision to impose sanctions on Moscow in response to President Vladimir Putin’s 2022 invasion of Ukraine. Yet while political ties remain strained, people-to-people exchanges are moving in the opposite direction. The number of Russian visitors to Japan reached about 100,000 in 2024 and then doubled to roughly 200,000 in 2025. One reason is the narrowing range of travel options available to Russians. For travelers departing from Moscow, nearby European Union countries had long been the most popular foreign destinations. But as part of sanctions imposed over the war in Ukraine, many European countries reduced the number of visas issued to Russian nationals. Japan, by contrast, has not placed restrictions on tourist visas. As a result, many Russians who have been shut out of other destinations are increasingly turning their attention to Japan. China has also recently introduced a temporary visa-free policy for tourists, but for many Russians, a visit to the “Land of the Rising Sun” still holds a special appeal. Reflecting that demand, the Japanese Embassy in Moscow opened a visa center in February to help streamline application processing. Long lines have formed outside the embassy, particularly ahead of cherry blossom season, and the new center is intended in part to ease the congestion. The growing fascination with Japan is also evident in Moscow’s dining scene. More restaurants are catering to Russians seeking an authentic Japanese experience. Sushi remains a staple, but an increasing number of establishments now offer casual favorites such as “onigiri” rice balls and “takoyaki” octopus-filled dumplings. At bars modeled after Japanese “izakaya” eateries, young people gather each night, chatting over drinks served in cups reminiscent of traditional sake vessels. Challenging Misconceptions Dassai, the internationally acclaimed sake brand brewed in Iwakuni, Yamaguchi Prefecture, western Japan, continues to maintain a strong reputation overseas. Despite the ongoing war in Ukraine, the beverage remains available in Russia through official export channels. The brand is distributed there by the local importer SimpleWine. A company representative said that although deteriorating relations between Japan and Russia have created uncertainty over future supplies, the importer has so far managed to keep Dassai on the market. When sanctions against Russia were first introduced, the company carefully reviewed the Japanese Finance Ministry’s embargo list. Japanese premium whisky was also subject to restrictions, but the ban applied only to high-end bottles priced above 40,000 yen. As a result, imports of Dassai have continued at roughly the same level as before the invasion. Interest in sake in Russia has expanded beyond simply drinking bottles imported from Japan. Some enthusiasts have even begun producing it locally. One of them is Nikita Poderyagin, an award-winning chef featured in the Moscow edition of the Michelin Guide. He has created Atlas Junmai, which is described as Russia’s first sparkling sake made entirely in the country. To mark Oct. 1–celebrated internationally as Sake Day–Poderyagin hosted a booth at a tasting event in Moscow last autumn organized by a local importer. There, he spoke about what he sees as a common misconception among Russian consumers. Many people mistakenly believe that sake is a strong spirit like vodka with 40 pct alcohol, he said, adding that he hopes to introduce them to its naturally mild, delicate flavor. END [Copyright The Jiji Press, Ltd.]