The Dassai Fair held at Isetan Shinjuku Main Store has concluded successfully. Thanks to everyone's support, the sales during the event reached 148.72 million yen (excluding tax). (Approx. 100 million US $) We were able to surpass our goal of 120 million yen (Approx. 80 million US $) set by a certain champagne manufacturer. I am truly grateful for everyone's cooperation.
However, these sales are only part of the goal. If we exclude the 100 million yen (Approx. 69 million US $) from DASSAI MOON, the sales of other Dassai products were weak. Nevertheless, setting aside such luxurious concerns, we were amazed by how many people visited during the event. Finally, we were surprised to have Mr. Hirokane, the creator of the "Kousaku Shima" series, hold a surprise autograph session at the venue. Even more surprisingly, the one inviting him was Matsui-san, a popular TV announcer from TV Asahi. “Hey, I’ve seen that person before,” said a passerby. It’s no surprise because they have seen him every day on “News Station” and “Music Station.”
We had an overwhelming number of visitors every day. It seems that the event became a topic of conversation inside Isetan as well. There was reportedly never such a crowded scene at The Stage before. Even the assigned buyer, Mr. H, was feeling proud.
I'm really happy... For Isetan, having 'Japanese' products, like sake from a single brand, featured in The Stage, the main area of their Shinjuku flagship store, was a bold move, especially since it wasn't a Western fashion brand. I believe we were able to rise to the challenge and deliver.
It was a valuable experience for Dassai as well. It's not about the sales, but rather a tremendous boost of confidence. Being immersed in the sake industry, I often hear discouraging words like 'it's made by machines,' 'it’s not made by a toji, so there’s no soul in it,' or even 'it’s boring because the taste is the same every time' (I’m not sure if that’s a compliment). These are often said by people who have never even tried Dassai. However, being able to directly hear the feedback from regular customers—who aren't industry professionals or sake enthusiasts—has been a great source of encouragement.
It was also a learning experience. Probably, this was a case of “DASSAI, a front-runner in the world of sake, clashing head-on with Champagne, the heavyweight in the world of luxury drinks.” If I had been listening to the opinions of my senior colleagues in the sake industry or sake critics, I’m sure we would not have achieved this result.
“I want Dassai to aim for 100 billion yen (Approx. 690 million US $) in annual sales globally,” I often say. In the sake industry, people may say, “Don’t get carried away when the industry is struggling with declining sales,” or “You should be more cooperative.” However, when I was at the event, I felt the meaning and necessity of Dassai pushing towards the 100 billion yen goal. There is so much enthusiastic support from customers.
I was at the venue throughout the event. I apologize for looking unwell at times due to pollen allergies. On the first and second days, my legs felt like they were made of wood, and despite suffering from jet lag and being unable to sleep, my body couldn’t keep up. It was a rare experience. I finally got used to it by the last day.
On the night of the last day, we had a celebration at a restaurant in Shinjuku. Actually, the restaurant was right across from Isetan, and we could see the giant banner hanging at Isetan. I had planned to enjoy a drink while looking at it, but unfortunately, right after closing at 8 p.m., the banner was replaced with a Shiseido banner. So, we ended up enjoying the celebration while admiring the glamorous image of Masami Nagasawa. (Oops!)
Moreover, on February 21st, the front page of the Nikkei morning edition featured a headline that seemed like a boost for DASSAI MOON. It was a quote from Shinagawa, the representative director of the Keizai Doyukai: “Build a sake distillery on the moon.” I believe he had the moon project of Dassai in mind when making this comment. Of course, it likely came from the same spirit as Suntory’s “Let’s give it a try,” but at the same time, I believe it was a show of encouragement for DASSAI small but bold plan in rural Yamaguchi, something small in the eyes of the global alcohol industry. I felt the broad vision of Suntory and Shinagawa’s deep affection for the alcohol industry.
Please continue to support our sake brewery, which remains one without regrets (starting in June, DASSAI Inc. will become a corporation).