Japanese breweries expand via metaverse and international collaborations

Japanese breweries are expanding their reach through digital innovation and international collaborations. Tsunan Sake Brewery has launched a new experience in the “Lunar Brewery” metaverse space to promote “Premium Table Rice Sake.” This new category uses edible rice, such as Uonuma Koshihikari, rather than traditional sake-brewing rice. The digital content allows users to explore a virtual brewery, simulate rice polishing, and learn about the brewing process via a web browser.

In a separate cross-border initiative, the Fukushima-based craft brewery haccoba has announced a collaboration with Thailand’s Devanom. The two breweries exchanged koji (fermentation starter) to produce unique beverages: a Thai “Sato” brewed in Thailand using Japanese white koji, and a Japanese craft sake brewed in Fukushima using Thai “Khao Mak” koji. The resulting products are scheduled to be unveiled at the Wonderfruit festival in Thailand in December 2026.