Tsunan Sake Brewery Co., Ltd. is leading the charge in blending tradition with innovation, announcing the launch of ‘Lunar Brewery,’ a fully immersive virtual brewery experience within the metaverse. Activated on December 31, 2025, the initiative is a bold move designed to amplify inbound tourism and cement Tsunan’s place on the global stage.
Japan’s tourism sector is currently experiencing unprecedented growth. As of November 2025, a staggering 39,065,600 foreign visitors have graced the nation, surpassing previous records and fueling a surge in demand for authentic Japanese experiences. Simultaneously, sake exports remain robust, underlining the critical role of compelling narratives and experiential offerings within the global market. The driving force behind this transformation? A deep understanding of consumer desires and a willingness to embrace the future.
A Brewery of Tomorrow, Today
The ‘Lunar Brewery’ concept isn’t simply a virtual representation; it’s a glimpse into a potential brewery of 2040. Users access the experience via their devices, stepping into a space that’s both futuristic and deeply rooted in the brewery’s heritage. The design incorporates elements of lunar architecture, reflecting a fascination with space exploration and the possibilities of microbial production – a core element of sake brewing. The brewery aims to provide a truly unique and educational experience, offering insights into the meticulous processes behind Tsunan sake.
Bridging Tradition with Technological Advancement
Beyond the virtual environment, Tsunan Sake Brewery is leveraging technology to enhance its operations and reach. They’re integrating the distinct terroir of the snowy Tsunan region, renowned for its Uonuma Koshihikari rice, with advanced smart brewing techniques. Crucially, they are incorporating Generative AI to assist in brewing processes. Furthermore, the brewery has deployed the ‘Sake Brewery Promotion AI Agent (Beta)’ – a pioneering tool designed to facilitate seamless, multi-language communication across diverse markets, even with a relatively small team. This demonstrates a sophisticated understanding of international outreach and commitment to providing a high-quality experience regardless of geographical limitations.
This initiative signifies more than just a virtual space; it’s a statement about Tsunan Sake Brewery’s dedication to innovation, its commitment to its heritage, and its ambitious vision for the future of sake – a future as expansive and intriguing as the moon itself.
