According to a recent survey by IDA Ryogokudo Co., Ltd., a company that produces cosmetics and beauty products, a significant number of Japanese (at least those that took the survey) didn’t know that October 1st is Sake Day. Which raises several questions, including: why in the world is a cosmetics company doing a sake survey?
The company is known for its Shikisai brand of skincare products. These products are infused with daiginjo rice and other components found in sake. Supposedly, they lend the skin a delicate, daiginjo-like fragrance and help keep it soft and silky smooth, like a finely brewed sake. Some women have long tried to use sake in some way for skin care and this company has simply elevated those experiments to a finer science (and business). We won’t scrutinize the validity of the company’s claims or the effectiveness of the products here; we’re more interested in the results of their survey!
Their sample group was 396 individuals from around Japan, ranging in age from 20s to 50s. The survey took place between September 15th and the 25th. It is not clear to us whether this survey took place via the internet, by phone or perhaps face to face in cosmetic retailers. Sadly, the results indicated that only 5% of respondents knew that October 1st is Sake Day. Perhaps, though, they just weren’t the right demographic. Nearly half–46%–do not drink sake at all, while 30% don’t drink it much. A mere 4% drink it regularly, while 19% drink it on occasion. Of more interest to the company, a full 81% of respondents knew that sake has potential beauty care benefits, and 32% actually try to use it for that purpose. (Survey results: http://www.shikisai-jpn.com/pdf/pr-1001.pdf)
That so many correspondents did not know October 1st is Sake Day is perhaps not surprising, beyond the demographic issue noted above. In general, it seems that sake lovers know and celebrate this fact, but that the general public is unaware, perhaps inundated by all the International Whatever Days that are out there. Or maybe because it seems like every day in Japan could be sake day, given how much it flows in business and restaurant districts everywhere. Personally, we think more promotional focus for Sake Day should be directed overseas, to raise awareness of this traditional beverage and the renaissance it is undergoing in Japan, at least at the premium level.
