In recent years, many "kurabiraki" (opening of sake breweries) events have been held at sake breweries across the country.
The oldest sake brewery in Kurashiki, Kumaya Sake Brewery, is one of them, hosting the Ishichi New Sake Festival.
The Ishichi New Sake Festival is one of the first to be held in Okayama Prefecture, attracting many sake fans every year. Last year (2024), approximately 3,000 people attended.
Many people look forward to this event every year, which will be held on February 9 (Sunday) this year.
Although there was a pause during the COVID-19 pandemic, the Ishichi New Sake Festival will be held for the 12th time in 2025, becoming a community-rooted event.
About the Ishichi New Sake Festival
The Ishichi New Sake Festival will be held on February 9, 2025 (Sunday) at Kumaya Sake Brewery Co., Ltd. located in Hayashi, Kurashiki City.
On the day of the event, free shuttle buses will operate from Chayamachi Station and JR Kurashiki Station.
Please see the flyer below for details.
Access to the Venue
Access to the venue "Kumaya Sake Brewery" on the day of the event is as follows. It is usually very crowded, so using the free shuttle bus is recommended.
Free Shuttle Bus (JR Kurashiki Station)
A large bus with a capacity of 60 people will operate from Kurashiki Station.
Free Shuttle Bus (JR Chayamachi Station)
A small bus will operate a shuttle service to the venue from Chayamachi Station.
Route Bus
At the No. 6 bus stop at the south exit of Kurashiki Station, please take the Shimoden Bus Amaki Line to Kojima Station.
Get off at Kumano Shrine Entrance (Hayashi) bus stop and walk for 10 minutes.
JR
Get off at Kimi Station on the JR Seto-Ohashi Line and walk for 20 minutes.
Private Car
There are two parking lots available nearby (please follow the instructions of the security personnel when using them).
First Parking Lot
From Okayama/Kurashiki direction, turn left at the Daiichi Agricultural Cooperative Intersection (turn right from Mizushima direction).
After driving for a while, you will see Gono Kindergarten on your right.
After passing Gono Kindergarten, there is a parking lot (Hayashiyama Bamboo Park) on your left.
It takes about 5 minutes to walk from here to the venue.
Second Parking Lot (Closed in Rainy Weather)
If you drive along Prefectural Road 21 Okayama-Kojima Line towards Mizushima Interchange from Okayama, you will see Marugame Seimen Mizushima Interchange Store on your left.
There is a vacant lot past that which will be opened as a temporary parking lot.
It takes about 10 minutes to walk to the venue, but a shuttle bus directly to the venue is expected to stop on the day of the event.
Paid Tasting Corner
The "Paid Tasting Corner," which is very popular every year at the Ishichi New Sake Festival, allows you to taste recommended sake from the brewery.
You can purchase a tasting ticket (500 yen) at the reception and exchange it for a set of three recommended sake at the paid tasting corner. Please try tasting these first.
The sake available for tasting is selected from the best of the new sake.
Additionally, this year's lineup will be announced on the day. It is said that 6 to 7 types of sake will be prepared, ranging from flavors that appeal to connoisseurs to softer ones that women may prefer.
After finishing your tasting, you can use the refill tasting ticket to choose three types of your favorite sake for tasting.
You can either refill with your recommended sake or try other brands, which is also recommended.
Sales Corner
Of course, there is also a sales corner for sake.
Here, you can purchase your favorite sake and enjoy it right away in the dining space at the back.
Limited Edition Sake "Kan-shibori"
Every year, a limited release of Limited Edition Sake "Kan-shibori" is available at the new sake festival venue.
This sake is made from freshly brewed sake that is bottled early in the morning on the day of the festival, making it a product that can be called the Beaujolais Nouveau of sake.
Since it can only be purchased once a year at the "Ishichi New Sake Festival," many people may be aiming for the Limited Edition Sake "Kan-shibori."
Barrel-aged Nara-zuke (Limited Quantity)
Nara-zuke made using "sake lees" generated during sake production is a popular product loved by many repeat customers every year.
The cucumbers from Tokushima Prefecture are pickled in Kumaya Sake Brewery's sake lees for four years, allowing them to mature. Due to the elaborate production method, it cannot be mass-produced, so it is offered in limited quantities.
Since it is sure to sell out, those interested should act quickly.
Free Amazake Corner
If you're thinking, "Isn't it hard to enjoy if you can't drink alcohol?" rest assured.
Delicious amazake with koji is served for free.
This will also end as soon as it runs out, so please act quickly.
Yatai Corner
Every year, the yatai corner is well-stocked, and in 2025, the following stores are scheduled to participate.
- Nakayama Meat "Chiyagyu Beef Dice Steak Skewers"
- Gyaru Tatsumi "Chinese Noodles and Fried Chicken"
- Hiroshi Shokudo
- "Lotus Root Croquettes"
- Marugame Tsuboya "Bone-in Chicken"
- Okonomiya "Akashi-yaki and more"
- Deucecafe "Crepes"
- Umakatai "Fried Baby Octopus"
- Tsukiyaki "Stone-baked Sweet Potatoes"
There is also a spacious dining area, so you can use a case of one-sho bottles as a chair and table to enjoy your favorite sake.
The Journey So Far and What Lies Ahead - Interview with President Ioriya Haruo
We interviewed Ioriya Haruo, the president of Kumaya Sake Brewery, about the 12th "Ishichi New Sake Festival" in 2025, discussing the motivation behind starting it, the journey so far, and his thoughts on this year's event.
I Want People to Know This Historic Area
Can you tell us about the motivation behind starting the "Ishichi New Sake Festival"?
Ioriya (no honorific)
About 30 years ago, I returned to my family business, Kumaya Sake Brewery, from a sake manufacturer outside the prefecture, and while participating in various sales events, I often heard the question, "Where is Kumaya Sake Brewery located?"
(The area where Kumaya Sake Brewery is located) has the Mizushima Interchange on the Seto Chuo Expressway, and along the main road, there are many roadside stores, making it lively.
However, not many people know about this area, which is just off the main road.
This area has been prosperous for a long time, with many historical sites remaining, including Kumano Shrine, Japan's First, and it feels like a small Kyoto in Kojima. I have always wanted people to know about these cultural assets.
In the 2000s, sake breweries in Okayama Prefecture began to team up and hold sake events in various locations.
One of those breweries had been holding a new sake festival for a long time. By learning various know-how from them, we started to concretize our plans for holding a new sake festival.
February is actually a busy time for breweries as it is the brewing season.
However, since there are few other festivals during this season, we decided to hold the first "Ishichi New Sake Festival" in February 2012.
As a result... it didn't go well at first. The number of visitors was about one-tenth of what it is now.
We promoted it in advance through radio and other means, but it did not lead to the expected turnout.
Since then, we have been experimenting with how to make it enjoyable for more people. This seems to have paid off, as the number of customers has increased with each passing year.
Many people are waiting for the festival, saying things like, "Is there going to be another new sake festival?" and "I'm looking forward to it," so it has become something we can't stop doing (laughs).
I believe that the accumulation of reflections and the support of many people has led us to this 12th edition.
A Festival for Everyone to Enjoy
I have heard that there is a desire for people who cannot drink alcohol and children to enjoy it as well.
Iwaya
Even for those who cannot drink sake, it would be great if they could enjoy the food stalls and the atmosphere, and perhaps develop an interest in sake.
Sweet sake is also very popular among people of all ages, and the food stall corner features crepes and cotton candy, which are also popular with children.
Additionally, this area (Gonai District) has been increasingly developing as a bedroom community in recent years, with more young families moving in, and the number of elementary school students is also on the rise.
The road in front of Kumaya Brewery is a school route, and I hope to hear elementary school students saying, "There is a festival here."
Of course, it would be even better if families could come to the event.
I Want to Promote Okayama's Local Sake
Finally, please share a message with the readers.
Iwaya
Okayama's sake is still not widely known nationwide, but through antenna shops and various events, its recognition has gradually been increasing in recent years.
For example, sake made from Omachi rice, which is a sake rice born in Okayama, has recently become very popular, especially in urban areas like Tokyo and Osaka.
Taking this into account, I hope to convey to as many local people as possible that "there are many local sakes in Okayama, and there are many breweries."
Additionally, in 2024, traditional sake brewing will be registered as a UNESCO Intangible Cultural Heritage. This is also a tailwind for the sake industry.
Through the new sake festival, I want people to know about these breweries.
Other breweries are also holding similar festivals (open brewery events), tasting events, and direct sales events, so I would be happy if people could visit those as well.
In Conclusion
As I was born and raised very close to Kumaya Brewery, despite not being able to drink much alcohol, I have participated in the new sake festival almost every time since its early days.
Through the interview, I once again felt the passionate desire of President Iwaya and the people of Kumaya Brewery to invigorate the local area (Gonai District).
I also learned about the challenges of holding events in limited spaces, but the existence of people who are looking forward to the event is likely a driving force for continuing the event.
Due to rising prices of rice and materials, there are parts that inevitably need to be increased, but it was also impressive to hear that they want to make sake that people will say is delicious.
On the day of the event, I am looking forward to a great crowd at Senkyakubanrai.
Ishichi New Sake Festival Data
| Name | Ishichi New Sake Festival |
|---|---|
| Date | February 9, 2025 (Sunday) 9:00 AM - 3:00 PM |
| Location | 705 Hayashi, Kurashiki City, Okayama Prefecture |
| Participation Fee (Tax Included) | Tasting tickets are paid (500 yen) |
