Caught in the crossfire

New import tariffs imposed by the USA on Japanese products, initially 10% but increasing to 24% as of 9 April 2025, will pose a significant problem for sake producers–especially in Fukushima Prefecture.

Hiroyuki Karahashi, president of Homare Shuzō in the Aizu area of Fukushima Prefecture, heard about it in the context of Japanese tariffs on American exports such as cars, so assumed the new US tariffs would apply to Japanese cars and parts–not sake. But he was wrong.

Exports by Homare Shuzō, makers of Aizu Homare, reached JPY 220 million in value in 2024 and 70% of that went to the USA. America is a key export target for Fukushima breweries, which still cannot export to China–the largest sake export market–after the nuclear plant incident following the 2011 Great East Japan Earthquake. 

Despite exporting to the US for 20 years, Karahashi said it was impossible to predict how the situation would unfold. In the worst case, he fears it would affect their ability to purchase the rice they need for the next brewing season. The new threat to exports comes on top of rising costs for raw materials which has forced them to raise their prices, and inflation in the US affecting household budgets and resulting in less people spending in bars and restaurants.

Nobuhiro Hosoi of Kokken Shuzō (Minamiaizu, Fukushima Prefecture) visited the US for a prefectural tasting in Manhattan, New York in January 2024 and was intrigued by the differences between what Asian and American professionals and consumers look for. Popularity in Asia is largely driven by what is popular in Tokyo, he noted, but Americans were more interested in the unique features and story of each sake.

The Governor of Fukushima Prefecture announced official support for businesses exporting to America, including use of prefectural funds. JETRO Fukushima estimates that 45 companies in the prefecture export to the USA, which is also the largest export destination for Fukushima rice.

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「愕然とした」トランプ関税発動、日本酒輸出にも影響か…酒蔵に衝撃 福島 (Goo News, 6 Apr 2025, Japanese)
米国の「トランプ関税」で県が相談窓口 不安高まる日本酒蔵元 (Asashi Newspaper, 8 Apr 2025, Japanese)
Homare Shuzō (Japanese)
Kokken Shuzō (Japanese)