The 3rd Japan International Food & Beverage Expo (JFEX) was held at Tokyo Big Sight from June 21 to June 23, 2023. One of us attended, and from what he observed it was a resounding success. The number of interesting, innovative, and otherwise noteworthy products far exceeds what our weekly blog can address. Hence, and with much regret, this writer will introduce our readers to a mere five over the next five weeks.
We have written about amazake before, so I will not provide a detailed description of this beverage. Suffice it to say, that “amazake” translates as “sweet sake,” which may be a bit confusing for those unfamiliar with Japanese beverages. Amazake is a rice-and-koji drink that is usually non-alcoholic and, as its name suggests, sweet.
I have long argued that amazake might be an appropriate antidote for the obesity problem plaguing a number of countries. It is healthful, does not contain artificial sweeteners, and imparts a feeling of satiety; i.e., after one modest glassful most people’s desire to consume something sweet should be satisfied.
Critics may argue that the drink is just way over the top in terms of sweetness and is therefore devoid of complexity. Fair enough. But then we encountered the Three Princes of Serendip at Tokyo Big Sight. Well, they were not actually three, nor were they princes, but they did something by happenstance that should make amazake far more appealing to the general public. On a whim, apparently, they added a few drops of persimmon vinegar to the top of the beverage, in the manner of a bartender dribbling some Angostura bitters onto a Pisco Sour. The addition of the vinegar serves to offset the sweetness, on the one hand, and adds a bit of complexity, on the other. These unsung innovators were working the Shiga prefectorial booth at JFEX. For more information, readers might want to visit https://kojiya-kichiuemon.jp/
Drinking Japan 