(MK DB)

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Dassai, the iconic Japanese sake brand that has become a must-buy item for South Korean travelers to Japan, is now setting its sights on the global market through a partnership with Lotte Duty Free.

“I hope Dassai can move forward with Lotte Duty Free to reach customers around the world,” said Kazuhiro Sakurai, president of Dassai’s maker Asahi Shuzo, in a recent exclusive interview with Maeil Business Newspaper. “I’m confident because Lotte Duty Free already has a deep understanding of our brand and plans to expand into multiple countries.”

Dassai made its debut in Korea last year exclusively through Lotte Duty Free, marking the first time the popular sake brand entered the Korean duty-free market.

Sakurai praised Lotte Duty Free as “the ideal partner to showcase the appeal of Dassai,” highlighting the retailer’s strong grasp of both Dassai and the broader sake category. “Our goal isn’t to boost short-term sales,” he explained. “We want to build the brand gradually over time, and Lotte’s deep understanding of sake makes that possible.”

Sakurai emphasized that preserving product quality throughout the distribution process is the top priority. “When we brought Dassai to Korea, ensuring the sake was delivered in perfect condition was critical,” he said. “We trusted Lotte Duty Free to handle this aspect, and they lived up to expectations.”

He expressed joy at the strong reception Dassai has received from Korean consumers and said he hopes to create more opportunities for tastings and events so Korean customers can engage with the brand directly.

One of Dassai’s standout features, according to Sakurai, is its commitment to using a single variety of rice to produce its sake.

“Other brands often mix several rice types, which can lead to inconsistency in flavor,” he said. “By using just one variety, we’re able to raise the level of quality and achieve a superior taste.”

He added that every batch of rice is personally inspected, and farmers who produce high-quality rice are rewarded with higher payments. “Good sake starts with good rice,” he stressed.

Dassai also supports local communities and sustainable farming. A portion of sales from Dassai Mirai, available at Lotte Duty Free, is donated to the Korea Foundation for Cooperation.

Sakurai reaffirmed Dassai’s global ambitions.

“We started in a small town in Yamaguchi Prefecture, then expanded to Tokyo, New York, Paris, and Seoul,” he said. “As we meet people around the world and pair Dassai with different cuisines, the product itself continues to evolve.”

Having inherited the company from his father, Sakurai said global expansion was a shared dream. “My family, including my father, has always hoped Dassai would go global. I’d love for this spirit to be passed on if my children continue the brewery tradition.”

Sakurai concluded by noting the close ties between Korea and Japan.

“Every time I visit Korea, I feel how geographically and emotionally close it is to Japan,” he said. “I’m thrilled that so many Koreans are enjoying Dassai. Until now, people mostly paired Dassai with Japanese food. Going forward, I hope to show how well it pairs with Korean cuisine, too.”