Forging a New Bridge for Sake and Shochu in Taiwan: An In-Depth Look at the Taiwan Sake & Shochu Research Association (TSSA)

On June 1, 2025, a major milestone was marked in Taiwan's Sake and Shochu scene. The Taiwan Sake and Shochu Research Association (TSSA), the first government-recognized organization in Taiwan dedicated to the comprehensive study of both beverages, was officially established.

This news affirmed the palpable energy I experienced firsthand during my reporting trip in 2024: the vibrant cityscapes, the ever-evolving restaurant pairings, and the passionate interest directed toward Japanese Sake. It felt as though the immense potential of this land had finally taken a concrete form and begun to move forward.

Shortly after its founding, an email from a friend I met in Taiwan prompted me to investigate the full story. It was filled with the passionate determination of people seriously committed to changing the future of Taiwan's Sake scene. This article delves into the TSSA, the new bridge being built between our cultures.

Why Taiwan? Why Now? — The Background of TSSA's Establishment

For Japanese Sakagura (sake breweries), Taiwan is one of the most important markets to watch right now, and the latest data tells a story of a booming industry.

According to Japan's National Tax Agency, Taiwan's sake import value in 2023 reached approximately 2.68 billion JPY, a remarkable 20.5% increase from the previous year, making it a standout among major markets. What's particularly noteworthy is that the import volume (3,104 kl) remained nearly flat (a 0.9% increase). This indicates a significant rise in the unit price per export, proving that Taiwanese consumers are increasingly seeking higher-priced, premium Japanese sake.

Furthermore, there is a crucial aspect not reflected in these figures: vibrant inbound tourism consumption. Many Taiwanese tourists visiting Japan purchase sake directly from duty-free shops or as souvenirs to take home. When considering these "carry-on purchases," the actual market size for Japanese sake in Taiwan is likely much larger than the official statistics suggest.

This powerful growth is supported not only by a large population of Japanophiles across all generations but also by a shift in the local drinking culture. While drinking once carried a somewhat delinquent image in Taiwan, it is now increasingly seen by the younger generation as a sophisticated way for adults to relax. During my visit last year, I personally witnessed the market's maturation through the successive openings of new specialty liquor stores and the rise of food pairings tailored to local cuisine.
With this foundation, it was clear that Taiwan's Sake market was not a passing trend but was fully prepared to advance to the next stage.

The People Breathing Life into the Vision — A Cross-Industry Collective of Professionals

What makes the TSSA truly special is its founding membership. It is a gathering of leading professionals from various sectors across Taiwan, coming together beyond industry boundaries.

Leading the association is Chairman Alex Kuan, a leader who embodies a trifecta of management, distribution, and knowledge. He previously resided in Tokyo, Chiba, and Ehime, has management experience at a semiconductor company, has been active in liquor industry associations, and has completed studies at specialized institutions in Japan. "Through research, tasting, and cultural dialogue, we want to build Taiwan's own system of brewing knowledge and create a scientific framework for flavor expression, modeled after Japan's National Research Institute of Brewing," he says, sharing his powerful vision. As if to underscore his words, on September 1st, Mr. Kuan was awarded the honorary title of "Sake Samurai" in recognition of his achievements in spreading the appeal of Japanese sake globally.

The board of directors also includes brilliant minds from academia, such as university professors and PhDs from national research institutes. This gives the TSSA credibility not just as a cultural promoter but as a high-level "research institution." The presence of business professionals specializing in international public relations and trade is a testament to the association's global perspective from its inception.
But that's not all. The roster includes a diverse array of experts who know the ground reality, including specialists in education, travel, a shochu influencer, and restaurant owners. This versatile lineup suggests that TSSA's activities will not be mere theoretical exercises but will take deep and wide root in Taiwanese society.
(A detailed list of the board members is provided at the end of this article.)

The Uniqueness of the Taiwan Sake & Shochu Research Association (TSSA)

Of course, other organizations related to Japanese alcoholic beverages have existed in Taiwan. However, the TSSA stands in a class of its own—a completely new entity. Its uniqueness can be summarized in three key points.
First, its primary objective is "research." It goes beyond simple cultural promotion to prioritize academic pursuits like "brewing science research" and "establishing a unique Taiwanese framework for flavor expression."

Second, its comprehensive research scope covering "both Sake and Shochu" is a novel approach.
And most importantly, it is a "nationwide, official, non-profit association" recognized by the Taiwanese government. This signifies its role as a socially significant organization with the potential to make policy recommendations to the industry.
The fact that it is "the first government-recognized, nationwide non-profit association in Taiwan to focus on 'research' covering both Sake and Shochu" underscores the historical significance of the TSSA.

Connecting Japan and Taiwan Through SAKE — TSSA's Concrete Action Plan

The TSSA is wasting no time putting its plans into action. On October 1st, it will hold its Annual General Meeting and a "Sake Day Toasting Ceremony" at a hotel in Taipei. Furthermore, it has announced its inaugural event: the "2025 Sake & Shochu International Exchange Forum."

For its first-ever forum, the TSSA will invite two experts from Japan's National Research Institute of Brewing (NRIB). They will engage in a technical and cultural exchange with brewers and specialists active in Taiwan.

<Event Overview>
●Event Name:
・ 2025 The 1st Sake & Shochu International Exchange Forum
・ Sake Day Toasting Ceremony
●Date: Wednesday, October 1, 2025
●Venue: Venue: Great Skyview Hotel
●Main Speakers:
・ Dr. Takahashi Kei (Senior Researcher, NRIB)
・ Ms. Shinoda Noriko (Deputy Director, Brewing Technology Research Department, NRIB)
・ Mr. Lo Chi-Neng (Founder, "Heng Chi Distillery")
・ Ms. Chen Hui (Founder, "Taiwan Sake Tenko")
Opportunities for Japanese Breweries and the Path Forward

The birth of the TSSA presents a major opportunity for Japanese Sakagura (sake breweries), especially for Kuramoto (brewery owners) looking to expand overseas. Never before has there been a chance to collaborate directly with such a diverse group of experts who deeply understand the local market and culture. The TSSA will serve as the ultimate gateway to understanding the real needs of the Taiwanese market.

In Taiwan, the "Taiwan Sake Association," led by Mr. Michael Ou, has made immense contributions over the years in the field of education, such as training professional Kikizakeshi (sake sommeliers). The establishment of the TSSA on this solid foundation, with its new focus on "research" and "industrial promotion," is a symbolic event indicating that Taiwan's Sake scene has entered a new era of maturity.

The fact that there are people across the sea who love Japanese sake and are working to establish and develop its culture with their own hands is a great source of hope and pride for us in the Japanese brewing industry.

For Sake to become a truly "global beverage," it is essential that its appeal is not only conveyed alongside Japanese cuisine but that it is also enjoyed with local foods. The TSSA's challenge to research pairings between Taiwan's unique food culture and Japanese sake and shochu, and to "build a unique Taiwanese framework for flavor expression," is a major step in that direction.

Finally, we have a message from TSSA Chairman Alex Kuan to everyone in Japan.
"I was recently honored with the title of 'Sake Samurai.' To me, this is less of a title and more of a 'responsibility' entrusted to me by all the Sakagura (sake breweries) across Japan, and I feel the profound weight of it.

Ever since I began studying Japanese at the age of 15, I have been deeply indebted to the people of Japan during the 10 years I spent living in Chiba, Tokyo, and Ehime. As I traveled to Sakagura (sake breweries) in every region, I learned that sake is not just a drink, but a representation of the local culture itself.

Overcoming the difficult period of the COVID-19 pandemic alongside my 'partners'—the Kuramoto (brewery owners) of Japan—I came to strongly believe that what I could do went beyond simply importing and selling. I wanted to use my experience and knowledge from Japan to convey the essence of sake culture to the people of Taiwan and the entire Chinese-speaking world. The Taiwan Sake & Shochu Research Association (TSSA) is the culmination of that desire.
Through this new bridge, I hope to forge even stronger and deeper bonds between Taiwan and Japan. To all the Kuramoto (brewery owners) in Japan who are interested in the Taiwanese market, please do not hesitate to reach out to us at TSSA. I look forward to creating a new future for sake and shochu together."
As a sake evangelist myself, I sincerely hope that this new bridge, born from such passion, will connect Japan and Taiwan more strongly and profoundly than ever before.

Taiwan Sake & Shochu Research Association (TSSA) Board of Directors

【Chairman】

Alex Kuan (Kuan Yi-Hsuan)
Chairman & General Manager, E-Tai Trading Co., Ltd. / Chairman, Taiwan Sake & Shochu Research Association (TSSA) / Sake & Shochu Representative Director, Taipei Wines & Spirits Commercial Association.

The founder and first chairman of TSSA, a key figure driving the cultural exchange of sake between Taiwan and Japan. He began studying Japanese at 15 and, after graduating from Soochow University, joined Panasonic. He was later posted to Japan while working for UMC, a leading Taiwanese semiconductor company, and resided there for about 10 years. During this time, he visited sake breweries in all 47 of Japan's prefectures. His exploration went beyond breweries, extending deep into Japanese culture and history, even earning him certifications in Japanese Castles and Shinto Shrines.

Leveraging the management skills he cultivated at global corporations, he established I-Tai-Mao Co., Ltd., dedicating his efforts to importing Japanese sake and shochu, providing education, and promoting sake brewery tourism. He is also a certified SSI Master of Sake and JSA Certified Lecturer, acts as a sake advisor for airlines, writes columns, and has given over 170 lectures, working tirelessly as a bridge for cultural exchange between Taiwan and Japan.

While overcoming the difficult period of the COVID-19 pandemic alongside Japanese brewery partners, he felt a strong conviction that "what I can do is not limited to importing and selling," which solidified his decision to establish TSSA. He continues his own education, having completed seminars at the JSS Academy and the National Research Institute of Brewing for sensory evaluation, and aims to build Taiwan's own brewing knowledge system and a scientific framework for flavor expression.

In recognition of his achievements, he was appointed with the honorary title of 'Sake Samurai' in September 2025, serving as an ambassador to spread the appeal of Japanese sake to the world.

【Vice Chairmen】
・Hsu Yi-Ning (Adjunct Associate Professor, Fu Jen Catholic University / General Manager, The Landis Taipei)
・Dr. Chen Yu-Wen (Manager, MRI Lab, Academia Sinica / JSS Academy Graduate)
【Directors】
・Tsai Hung-Chi (Chairman of International Exchange & PR / General Manager, RIPPLE TRADING CO., LTD)
・Hsieh Hsin-Yu (Chairman of General Affairs / Customs Officer)
・Huang Chia-Ling (Chairman of Education / Founder, JOURNEY STORY International Ltd.)
・Hu Ting-Hsuan (Chairman of Market Development / Sales Manager, Travel Agency)
・Pao Jui-Min (Founder, MuGen Sake School)
・Chao Yung-Hsiang (Sales Manager, Okyakusake CO., LTD）
【Alternate Directors】
・Hsiao I-Fang  (Shochu Influencer)
・Chen Ying-Zhi (Treasurer / Manager, KOMA Sake Bistro)
・Liao Wei-Min (Sales, HER-WEY INTERNATIONAL INC.)
【Executive Supervisor】
・Hao Yang (Trading Co.,Ltd.)
【Supervisors】
・Hsu Che-Pin (Senior Sales Manager, HPE)
・Cheng Ya-Yin (HUMBLE LIQUOR MERCHANT CO., LTD)
【Alternate Supervisor】
・Wang Hua-Cheng (Owner, Sibei Izakaya)