Jan 25: Hosted a Sake & Local Culture Day Tour in Gunma

During the ILTM Cannes travel trade show in December, I had the pleasure of meeting sake enthusiasts. In January, he visited Japan to attend the Connections Luxury event in Tokyo, and as part of his trip, we organized a special tour to Gunma. Some of his colleagues, who were also in Japan at the same time, joined the tour, making it a lively and engaging group experience.

The trip began with a one-hour Shinkansen ride from Tokyo to Gunma. As soon as we arrived, the crisp, clear air surprised the participants. "I can’t believe how different the air feels here compared to Tokyo, and it's so close!" was a common reaction, setting the tone for an exciting day ahead.

We then transferred to a car and headed to Otone Sake Brewery, a renowned sake brewery in the Tone-Numata region.

To accommodate our visit, the brewery kindly adjusted their schedule, delaying the steaming process of rice by an hour so that we could witness this crucial step firsthand.

During the visit, we observed how the steamed rice transforms into koji rice and how additional steamed rice is added to the mash. The participants were particularly fascinated by the role of koji mold in sake production. "Wait, so you actually use mold to make sake? And it’s safe to consume?" some asked in amazement. The conversation naturally turned to comparisons between sake and wine, with many in the group asking insightful questions about differences in fermentation, ingredients, and aging techniques.

For lunch, we moved to a 250-year-old "Magariya" (L-shaped traditional farmhouse) in Nangō, where we had the chance to experience handmade soba-making.

This particular soba is made with a higher percentage of buckwheat flour, giving it a rich and distinct flavor, also one of my personal favorites. Many participants had experience in baking bread, and it was fascinating to see how naturally they adapted to kneading and rolling out the soba dough.

After making the noodles, we enjoyed a fresh soba lunch, paired with simple yet delicious country-style side dishes. One standout was Kintoki beans, a traditional Japanese sweet simmered dish, which impressed everyone. "I never knew Japanese home cooking could be this unique and flavorful!" one guest remarked.

Our final stop was at Nagai Shuzo, where we had a private tasting session at the premium sake tasting room "SHINKA".

We began with a toast using their sparkling sake, brewed using the same method as Champagne, and learned about the creative process behind its development. The highlight of the session was a side-by-side tasting of the same sake served at different temperatures: cold and warm.

For some in the group, this was their first time trying sake, and the dramatic flavor transformation between chilled and warm sake was eye-opening."I had no idea that the same sake could taste so different just by changing the temperature!" one participant exclaimed.

Many of the participants work in the luxury travel industry, specializing in high-end experiences for affluent clients. Yet, after this tour, they unanimously agreed: "This kind of local experience is what truly defines an authentic journey in Japan."

Their appreciation for sake deepened, and they left with a newfound understanding of Japanese craftsmanship and culture.

As we continue to create immersive, regionally focused travel experiences, we hope to share the beauty of Japan’s local traditions with even more travelers.

We look forward to welcoming you on our next journey!