japanreviewRussian Japanology ReviewRussian Japanology Review2658-67892658-6444Association of Japanologists10.55105/2658-6444-2025-2-72-94japanreview-132Research ArticleСтатьиSake as Cultural Diplomacy: A Soft Power Approach to Japan’s Nation Branding in Europehttps://orcid.org/0009-0005-6678-4471RafiqiF.

Rafiqi Fathan 

fathan.rafiqi.psc24@mail.umy.ac.idhttps://orcid.org/0000-0001-7571-7709MaksumA.

Maksum Ali

fathan.rafiqi.psc24@mail.umy.ac.idMuhammadiyah University of YogyakartaIndonesia202517012026827294Copyright © Rafiqi F., Maksum A., 20262026Rafiqi F., Maksum A.Rafiqi F., Maksum A.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://www.japanreview.ru/jour/article/view/132

This study examines the strategic role of sake as an instrument of cultural diplomacy within the framework of trade relations between Japan and Europe, using a theoretical approach that combines the concepts of soft power, gastrodiplomacy, and nation branding. Sake, as a traditional Japanese fermented beverage rooted in the spiritual and social practices of society, has undergone a reorientation of its function from domestic consumption to a symbol of national cultural identity promoted internationally. Through the Cool Japan policy, the Japanese government actively positions sake as a key element in public diplomacy, linking cultural heritage with export trade strategies.The implementation of the EU-Japan Economic Partnership Agreement (EPA) since 2018, which includes geographical indication (GI) protection, provides additional legitimacy for the authenticity of sake in the European market. Promotional strategies involving culinary festivals, cross-industry collaborations, and product narratives emphasizing aesthetic value, origins, and traditional production techniques have successfully enhanced European public perception of sake and, more broadly, of Japan. Export data shows significant growth, with France, the United Kingdom, and Germany contributing the most, indicating the success of this approach in expanding market penetration. However, this dynamic is not without criticism, including the commodification of cultural values, exclusion of small producers, and the risk of reducing the spiritual meaning of sake in a commercialized context.Therefore, this study emphasizes the importance of cultural diplomacy that not only highlights visual appeal and market narratives but also commits to preserving values and the participation of local cultural communities. In conclusion, sake diplomacy offers an intriguing model for the integration of culture and economy in international relations, demonstrating that cultural products can serve as an effective means to build cross-national relations rooted in empathy, experience, and appreciation for the uniqueness of traditions.

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The authors declare that there are no conflicts of interest present.