When the news broke that Japan’s traditional sake brewing techniques was going to be inscribed on UNESCO’s Intangible Cultural Heritage list, many in the industry welcomed the recognition. However, some reacted with skepticism. Throughout its several-thousand-year history, sake has undergone multiple transformations, and the question of what exactly “tradition” refers to remains a subject of debate.
As a result, the article received significant acclaim upon the release of its Japanese edition. This was largely because it featured an interview with the Agency for Cultural Affairs—the key organization behind the UNESCO application—and clarified how they defined the concept of “tradition.”
There is nothing inherently wrong with using such recognition for promotional purposes. However, when viewed from a closed or narrow perspective, it can sometimes lead to misguided interpretations. Precisely because we hope to see sake embraced more widely around the world, it’s important for the media to step in and address potential areas of misunderstanding.
I hope to continue this kind of journalism—filling in the gaps and providing clarity where needed.