A Peek into the Future of "Furusato Nozei x Authentic Shochu" in TOKYO as Envisioned by Sangen-Chuya! Part 1

Introduction

Hello! In this post, I'd like to write about the new future of shochu envisioned by the “Sangen-Chuya Project.” I hope to delve a little deeper into the vision driving this project and the hope it brings to shochu fans and the industry alike.

※For those who don't know the details of the Sangen-Chuya Project, see below↓

I want to create an original Sangen-Chuya shochu

One of the goals of this project is to "offer an original Sangen-Chuya brand shochu as a return gift for the Setagaya Ward Furusato Nozei program." By doing this, we aim to promote Tokyo's shochu culture nationwide and help more people discover the appeal of shochu.

Proposing new ways to enjoy shochu

As one of our goals, we want the 【Sangen-Chuya Project Original Shochu】 to convey the traditional appeal of shochu while also resonating with younger people.

Especially for the younger generation who value health and lifestyle, we want to clearly highlight the body-friendly aspects of distilled spirits, such as “zero sugar” and “zero purines.” By doing so, we will establish it as a stylish and healthy drink that even health-conscious people can enjoy freely, proposing a new way to enjoy shochu.

Also, this shochu features a fruity aroma and a crisp taste, so we hope to suggest various ways to enjoy it, such as mixing it with soda like a cocktail or pairing it with fruit.

This makes it accessible to those who aren't used to shochu and to women, and by giving it an Instagrammable look, it makes sharing information fun as well.

An experience that excites shochu fans

Some shochu fans might feel like they have “already enjoyed every shochu in the country!” But what the Sangen-Chuya Project offers cannot be found through regular sales channels!

The original shochu sold as a limited item for the Sangen-jaya area can usually only be tasted at restaurants in Sangen-jaya.

This sense of exclusivity tickles the hearts of shochu fans and stirs up the feeling of

“I really want to try it!” lol. And the word that it seems to be popular with young women is popping up here and there on social media like Instagram, which keeps the interest piqued. We design a bit of



“I can only get it here” and “I want to drink it but I can't get my hands on it!” “stress” and ensure that this stress can be resolved by purchasing the return gift, further expanding the enjoyment for shochu fans. By making it available to order from anywhere in the country as a Furusato Nozei return gift, we have cleverly and securely prepared a way for you to get this special shochu even if you can't visit Sangen-jaya.

The hope of spreading Tokyo-born shochu culture

In 2024, “Tokyo Island Sake,” produced in Tokyo's Izu and Ogasawara Islands, was certified as a Geographical Indication (GI).

While the Kyushu region is famous for shochu production, a new shochu culture has begun to emerge from Tokyo as a genuine production region. ※What is Tokyo Island Sake?

Summary

By teaming up with this “Tokyo Island Sake,” the Sangen-Chuya Project wants to create a new wave that promotes shochu culture as a whole team, 【TEAM TOKYO】, and spreads it nationwide.

By promoting shochu culture from Tokyo, we will further spread the diverse ways to enjoy and the appeal of shochu, focusing on those who haven't been reached before, and cultivate a culture where the younger generation can also enjoy shochu casually.

By having the Sangen-jaya area involved, we hope to add images like “stylish” and “new” to shochu, creating an opportunity for more people to become interested.

Finally

Next time, I will talk about the benefits this project brings to Sangen-jaya and Setagaya Ward.

Please feel the hope of this project, where you can support the region while enjoying shochu culture!
※The story of the person behind Sangen-Chuya who fought to make the city the "number one city for Napolitan in Japan" in the past↓