The Japan External Trade Organization (JETRO) recently hosted a seafood and sake product showcase in Johannesburg, marking an exciting new chapter in South Africa’s engagement with Japanese culture and cuisine.

• This event, a joint initiative by JETRO in South Africa, showcased premium Japanese seafood and sake to key members of South Africa’s culinary scene.
• It was attended by top Asian cuisine chefs, media representatives, and the Japanese Ambassador to South Africa, His Excellency Ushio Shigeru and former Ambassador His Excellency Lulama Smut Ngonyama.
• The primary aim was to make Japanese seafood and sake, Japan’s revered rice-based fermented beverage, more accessible and affordable to South African consumers.
• Visit www.sandtontimes.co.za for more stories.

JETRO is spearheading efforts to introduce premium Japanese seafood and sake to the South African market. With plans to make seafood and sake more widely available and competitively priced, the event attracted top South African chefs, media representatives, and Japanese dignitaries. The showcase not only highlighted the growing fascination with Japanese culture in South Africa but also offered a tantalizing glimpse into the future of seafood and sake imports.

Like fresh seafood dishes, Sake is deeply ingrained in Japanese culture, from its traditional ceremonial use to its place in modern-day dining experiences. While sushi has long found a home in South African restaurants, sake remains a relatively unknown indulgence. Emil den Dulk, Director of Liquidity, a company specializing in the marketing and distribution of super-premium wines and spirits, was at the forefront of explaining the intricate world of sake.

Emil provided insight into the sake-making process, likening it to beer brewing. He elaborated on the key components—rice, water, koji (a mold culture), and yeast. However, what sets sake apart is the intricate polishing process, where rice kernels are polished to reveal the starchy core. The more polished the rice, the higher the quality (and price) of the sake. This technique is crucial in defining the taste and style of different types of sake, from light and floral varieties to rich and full-bodied genshu styles.

Despite the complexity behind its production, sake remains a niche product in South Africa, primarily because of regulatory hurdles. Bottle sizes in Japan, measured in units of 720 ml, don’t align with South African or European standards, making it difficult to import sake legally. But, as Emil assured, change is on the horizon. With government approval and the backing of JETRO, plans are in place to introduce sake to South African markets by early 2025.

While sake was popular (stole the show), the event was centred around the exceptional quality of Japanese seafood, thanks to companies like Fresh ‘n Yummy. From delicate unshelled scallops to delicious sea urchin and other high-quality seafood products, the showcase brought the freshness and diversity of Japan’s oceanic bounty to the heart of Johannesburg. The preparation of the dishes certainly maintained the integrity of the seafood, which allowed all the Japanese ingredients to shine, resulting in delectable and beautifully plated food.

As South Africans’ appreciation for Japanese food continues to grow, especially beyond sushi, the demand for authentic ingredients is skyrocketing. Japanese dignitaries at the event echoed this sentiment, emphasizing the increasing popularity of not just Japanese cuisine, but other elements of Japanese culture like anime and design.

Emil den Dulk’s commentary on sake wasn’t just about its technical production. He touched on the broader cultural integration of Japanese elements into South Africa. From sushi restaurants popping up in every corner to the rising enthusiasm for anime, it’s clear that Japan’s influence is growing in unexpected ways.

If you travel to Kyoto, Osaka, or smaller regions in Japan, you’ll see a whole world of cuisine beyond sushi. And South Africans are starting to catch on.

// Emil den Dulk, Director of Liquidity

He noted the increase in fine dining Japanese restaurants, such as the famed FYN in Cape Town, which has already claimed the title as one of South Africa’s Best Restaurants. With more high-end izakayas (Japanese-style pubs) and traditional Japanese restaurants in the pipeline, Emil believes that it won’t be long before South Africans develop a more profound appreciation for not only Japanese food but also the sake that pairs so harmoniously with it.

One of the event’s highlights was the sake tasting session, where attendees were treated to a variety of sakes, from sparkling versions to junmai and daiginjo varieties. Emil den Dulk gave an overview of the different types sampled at the event, including:

• NINKI-ICHI Long Terme Sparkling Junmai Ginjo: Known for its creamy carbonation and balanced acidity, this sparkling sake, with its low alcohol content (8%), is perfect for those who prefer lighter drinks.
• NINKI-ICHI Daiginjo: Representing the pinnacle of sake craftsmanship, this daiginjo, with a rice-polishing ratio of 40%, offers a delicate balance of aroma, flavour, and crispness. It was served chilled and made a lasting impression on the attendees.
• NINKI-ICHI Yuzu Sake: This liqueur, made with junmai ginjo sake and yuzu (a Japanese citrus fruit), provided a refreshing and floral note, offering a departure from the more robust flavors of traditional sakes.

As Emil explained, sake’s appeal lies not just in its variety but in its versatility. Much like wine, sake can be enjoyed with or without food, but unlike wine, it often serves as a subtle accompaniment rather than the star of the meal. South Africans are used to drinking sake warm, but premium varieties like daiginjo are best served chilled, a fact that Emil emphasized could take some time for locals to adjust to.

While sake may be poised to become a new favourite in South Africa, the journey is far from easy. Emil pointed out the bureaucratic red tape involved in importing sake, from navigating bottle size regulations to obtaining import certificates and securing approvals from multiple government departments.

Yet, despite these challenges, JETRO is hoping to motivate for greater flexibility in the importation process, there’s optimism that sake will eventually be available in a wider array of restaurants, in retail stores.

As South Africa’s palate continues to diversify, thanks to events like JETRO’s seafood and sake showcase, it’s evident that Japanese culture is becoming an integral part of the culinary landscape. The showcase was not just about promoting seafood and sake but about fostering a deeper cultural exchange, one that encourages South Africans to explore the rich traditions and flavours that Japan has to offer.

Whether you’re an avid sushi lover or a curious foodie, the promise of sake arriving in South Africa by 2025 is an exciting prospect. And with premium options like sparkling sake on the horizon, it won’t be long before sake finds its place alongside South Africa’s most beloved drinks.

Stand a chance to WIN with The Sandton Times.

Advertise on The Sandton Times today!

Head back to The Sandton Times Home Page for more stories.