Sake has been associated with Japanese culture for centuries. UNESCO internationally recognized the smooth rice wine on its “Intangible Cultural Heritage of Humanity” list on Wednesday, Dec. 4.
The special designation is something Japan has been hoping for. The Japanese government pursued the designation by UNESCO amid domestic issues such as declining consumption and a need for more skilled artisans in the craft of sake brewing.
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Japan reportedly wanted to make the iconic rice-based alcoholic beverage more popular globally. Now may be the time to promote the cultural drink as tourists flock to Japan in record numbers spurred by post-pandemic travel.
The increase in travel has led to an overtourism problem. It has forced the country to move to protect cultural sites by charging visitors higher fees. Locals have complained about rude tourists. Tourists noted issues as well.
A recent survey revealed more than 30% of foreign visitors said they experienced problems linked to overtourism, and more than 60% of tourists acknowledged they would pay higher prices. The higher costs would help ease congestion and protect natural and cultural resources within the country.
