by the-japan-news.com via The Yomiuri Shimbun
February 07, 2020The government has decided to apply to have Japanese sake listed as a UNESCO Intangible Cultural Heritage, with the aim of boosting name recognition and brand power as part of efforts to expand overseas exports.
The government expects to file the application in early 2020s.
In April, the Cultural Affairs Agency will set up a team of a dozen or so officials to prepare the application. They plan to visit breweries across the nation and exchange opinions with master sake brewers, known as toji. These conversations will contribute to their study of the range of brewing processes and techniques to be covered by the UNESCO application, and of ways to support branding.
The UNESCO listing process starts with the government making a decision in consultation with the Council for Cultural Affairs, then a proposal is submitted. UNESCO’s intergovernmental committee then decides whether it will be approved for inclusion on its Intangible Cultural Heritage list.
