Following successful showcases in Portland and Seattle, Tsunan Sake Brewery (CEO: Kengo Suzuki) returned to Portland on January 15 for a defining dialogue at Takibi, the flagship restaurant of the global outdoor brand Snow Peak.
The event, titled “Updating the Localization of Japanese Culture: The Potential of Premiere Table Rice Sake,” was not merely a tasting; it was a philosophical convergence of two companies deeply rooted in Niigata, Japan.
A Shared Niigata Philosophy: From “Bonfire” to “Rice”
Snow Peak (Sanjo, Niigata) and Tsunan Sake Brewery (Tsunan, Niigata) share more than a prefecture; they share a mission to restore humanity’s connection to nature.
Just as Snow Peak successfully localized the Japanese concept of “Takibi” (bonfire)—transforming camping from a mere activity into a meaningful time of gathering and reflection—Tsunan Sake Brewery is now poised to do the same for Japanese rice culture.
At the event, CEO Kengo Suzuki articulated a new vision for the US market: moving beyond the “adaptation” phase of Japanese culture to a phase of “authentic update.”
GO GRANDCLASS as the Vehicle for Cultural Update
“Localization often means diluting culture to fit a market. We are here to update that definition,” stated Suzuki.
The centerpiece of this vision is GO GRANDCLASS (Uonuma Koshihikari Edition). By utilizing Uonuma Koshihikari—Japan’s most revered table rice—instead of specialized sake rice, Tsunan is presenting the raw, unadulterated potential of Japanese agriculture.
Suzuki continued:
“Snow Peak taught the world that sitting by a fire is not just about warmth; it is about the richness of time. Similarly, we are proving that sake made from table rice is not just a beverage; it is the most effective medium to convey the depth of Japan’s food culture. GO GRANDCLASS is our answer to how Japanese tradition should be experienced in the modern world: pure, innovative, and uncompromising.”
The Verdict from Takibi
In the warmth of Takibi’s hearth, the synergy was undeniable. Guests confirmed that GO GRANDCLASS serves as a vital tool in telling the story of the Japanese table. It bridges the gap between a meal and an experience, much like the campfire bridges the gap between nature and people.
This event solidified Tsunan Sake Brewery’s conviction: to truly succeed globally, we must not just sell sake, but offer a new way to taste the land itself.
About Tsunan Sake Brewery
Tsunan Sake Brewery Co., Ltd. is a sake brewery based in Tsunan Town, Nakauonuma District, Niigata Prefecture—one of Japan’s heaviest snowfall regions. The brewery uses natural spring water originating from mountain ranges of around 2,000 meters elevation as its brewing water. Under the brand concept “Brew for Future”, Tsunan Sake Brewery crafts sake using locally sourced rice varieties such as Gohyakumangoku as well as Uonuma Koshihikari.
In 2025, Tsunan Sake Brewery received the Niigata Governor’s Award (1st place) at the Echigo-style Sake Brewing Technical Competition, a leading contest recognizing excellence in brewing technique.
Corporate website: https://tsunan-sake.com/
