Arya News - The traditional Japanese fermented rice drink amazake is experiencing a surge in popularity as a year-round beverage, gaining traction as both a chilled tool for heatstroke prevention and a driver of local regional revitalisation.
TOKYO – Amazake, a Japanese fermented rice drink, is seeing increasing popularity year-round, including as a chilled drink during the hot summer. It is also being increasingly used for regional revitalization and being sold as a local specialty, as well as playing a role in introducing Japanese food culture overseas.
Amazake is broadly split into two categories based on whether the drink is made with koji mold or sake lees.
In June, a vending machine dispensing koji-based amazake was installed at a childcare support and health center in Kumagaya, Saitama Prefecture, a city known for being hot. Since amazake made with koji is alcohol-free, children can drink it, and it also contains a small amount of salt as a seasoning.
For these reasons, the city believes that the drink is effective in preventing heatstroke and installed the vending machine in collaboration with amazake manufacturer Marukome Co.
The vending machine’s digital display shows the “amazake index,” which is calculated by weather information company Weather Map Co. based on temperature, humidity and other data. The index indicates its level of recommendation for drinking amazake and the level of caution regarding heatstroke.
A 37-year-old woman who visited the center with her 3-year-old daughter chose an amazake blended with soy milk, priced at ¥100. “It’s sweet and refreshing, and since it is cold, it is easy to drink,” she said.
An official of the Kumagaya municipal government, said, “Through this collaboration, we would like to promote our city as the country’s most prepared for extreme heat.”
Developed based on local legend
In March, Togaru Inc., a Nagoya-based advertising agency, developed Oise Amazake based on a legend known in the area west of Nagoya Station, where the company is located. The amazake is sold at local souvenir shops for ¥880 for a 300-gram pouch.
According to Togaru President Noboru Kojima, the local legend about amazake dates back to the Edo period (1603-1867). Allegedly, when an epidemic spread through the area, villagers made amazake using water from the nearby Oise River. They gave the amazake to the infected, who were then cured.
While amazake festivals are still held at two local shrines, the city has been undergoing a period of change in recent years in anticipation of the construction of the Linear Chuo Shinkansen maglev line.
Kojima, who has been carrying out the amazake development project for the past two years, said, “We would like to pass the local legend on to the next generation and foster residents’ attachment to the community.”
A traditional beverage, amazake began to attract renewed attention in the 2010s. The uptick in interest was driven by koji, which was growing in popularity as a fermented seasoning, among other reasons.
Both koji and sake lees-based amazake have traditionally been seen as drinks to warm the body in winter. However, it has become increasingly popular to drink them chilled for such reasons as preventing summer fatigue. According to the market research firm Intage Inc., amazake sales peak during winter and summer. In 2025, sales of amazake climbed to ¥14.7 billion.
“Amazake has become a staple beverage,” said Hiroshi Fujii, who describes himself as an “amazake researcher” and has drunk and compared about 600 varieties of amazake made nationwide.
Amazake spreads overseas
The website Amazake Hakko Press (https://amazake-press.com/ ), launched in 2021, shares information about amazake from about 70 companies nationwide and amazake-related events. Taking advantage of its network, the company that operates the website also offers a service in which original amazake can be created for local events across the country. It also provides a custom label service.
“Many amazake manufacturers are based in regional cities,” said Tsuyoshi Kusakabe, president of the operating company. “We hope our services will help revitalize these regions.”
Amazake is attracting attention overseas as a health beverage. Ferment Base Inc., a venture company originating from Utsunomiya University, exported amazake that it had developed to the United States in January. The company reduced the aroma of koji and created a smooth, light texture in an effort to appeal to a foreign market. Available in flavors such as black sesame and ginger, the amazake is sold for $8 for a 300-gram pouch at supermarkets in Silicon Valley.
“Since amazake is considered a healthy drink, we believe that it will be well received in the United States, too,” said Mitsuyuki Hiramatsu, the president of the company. “We would like to promote Japan’s fermentation culture.”