A message from Hiroshi Sakurai
chairman of DASSAI & DASSAI BLUE
On May 2, a reception celebrating the 250th anniversary of American
independence was held at the Iwakuni Kanko Hotel near Kintaikyo Bridge in
Iwakuni. Opinions may vary on the matter, but since Iwakuni is home to a U.S.
military base, I was told that this was the largest 250th anniversary celebration
held in Japan.
Unfortunately, U.S. Ambassador to Japan George Glass was unable to attend
due to an injury to his leg. However, Chargé d’Affaires Aaron Snipe and his wife
attended on his behalf, and the event was held in a grand atmosphere with the
presence of Iwakuni Mayor Fukuda, Yamaguchi Governor Muraoka, Prefectural
Assembly Chairman Yanai, many prefectural and city assembly members, as
well as members of the Iwakuni business community.
As soon as the reception ended, 500 drones took to the skies above Kintaikyo
Bridge, creating elaborate displays for about 20 minutes, including a precise
American flag, President Trump, and Prime Minister Takaichi. It was so
impressive that the fireworks launched afterward almost felt secondary. Of
course, this was likely only possible with the involvement of U.S. military
personnel, but the level of technology was truly astonishing.
Personally, what moved me most was being treated as a VIP at this reception.
There are, of course, many political perspectives involved, but as a sake
brewer, I felt genuinely happy that a Japanese sake brewery — something that
appears uniquely Japanese — was receiving this kind of attention from the
United States.
The invitation I received requested that I check in as a “Distinguished Visitor
(DV),” but I assumed they were simply inviting a large number of guests in that
category.
However, when I entered the pre-party venue, which is common before official
receptions in the United States, the only Japanese people I recognized besides
American and Ministry of Foreign Affairs personnel were Mayor Fukuda and
Governor Muraoka. Moreover, the American attendees all seemed to have been
briefed about me beforehand, immediately approaching me to talk about topics
ranging from space brewing to our brewery in the United States. I began to
realize this was more significant than I had expected, and before long I was
escorted directly into the main venue.
Once inside, I was guided to the front area along the red carpet and listened to
the speeches alongside the chargé d’affaires and distinguished Japanese
guests.
After that, I was dressed in a happi coat designed after the American flag.
Looking closely, I noticed that “Hiroshi Sakurai” had even been written on the
back to avoid any mix-up — meaning the outfit had been prepared specifically
for the speaker wearing it. I then joined Chargé d’Affaires Snipe and Mayor
Fukuda in performing a kagami-biraki ceremony using a ceremonial Dassai
Blue sake barrel.
Incidentally, Chargé d’Affaires Snipe told me that when he was younger, he had
come to Japan as an English teacher. He had been assigned to Shibushi in
Kagoshima Prefecture, and his Japanese was completely fluent. We ended up
enthusiastically talking about Terao, the handsome sumo wrestler from
Shibushi.
It was certainly a deeply moving reception, but above all, what made me
happiest was seeing Dassai’s expansion into the United States being
recognized.
People often tell me, “Your life has been one setback after another, but you
always get back up.” I usually reply, “No, I’ve already fallen for the eighth time,
and I still haven’t gotten back up for the ninth. So technically, I’m still in the
middle of failing.” That eighth fall, for me, is our brewery in the United States.
Our American brewery is still not fully standing on its own.
However, at the very least, it has helped raise our recognition in the United
States, including among government-related circles. It has become an important
factor as Dassai continues to position the world as its market.
As I observed the event, many government officials repeatedly returned to the
Dassai Blue sake barrels for refills, clearly enjoying the sake. Looking at their
expressions, I felt that the image people may have had 30 years ago — that
sake was a strong-smelling, harsh drink from Japan that had to be served warm
— had disappeared.
In other words, while sake is still very much a niche category, it has at least
become accepted as one of the ordinary alcoholic beverages in America. Of
course, it still cannot be said that Dassai is widely recognized among the
broader mass market in the United States. But honestly, I think that may be
perfectly fine. Trying to enter that market would require Dassai to change its
style.
In any case, it was a night that left me convinced that the future of sake in
America is bright.
