Yamada Nishiki Project 2024: Exceeding the Best

Asahi Shuzo Co., Ltd. (Head office: Iwakuni City, Yamaguchi Prefecture; President and CEO: Sakurai Kazuhiro), brewer of the popular Japanese sake brand Dassai, held the 2024 awards ceremony for its sixth "Yamada Nishiki Project: Beyond the Best" at the Imperial Hotel Tokyo on Sunday, January 12, 2025.
We spoke with the grand prize winners, Satsukime Fumiya, representative of Satsukime Farm in Otawara City, Tochigi Prefecture, and Asahi Shuzo Co., Ltd. Chairman Hiroshi Sakurai and President Kazuhiro Sakurai.

■Grand Prix: Satsukime Farm, Satsukime Fumiya　

This is the first time we've received the Grand Prix award, and frankly, I can't believe it. I feel like all the hard work I've put in over the years has finally paid off. I'm truly happy to have received this award, as it's only thanks to my children, who have been helping us since they were little, and my wife, who has worked hard alongside me for the past 30 years. I'm also grateful to everyone involved, as we've been exchanging information with our seniors, peers, and juniors, and we've all had a positive influence on each other. We'll continue to work hard to produce even better Yamada Nishiki rice.

Asahi Shuzo Co., Ltd. Chairman Hiroshi Sakurai / President Kazuhiro Sakurai

What was the idea and background behind holding this tournament?

Chairman: At one point, the amount of Yamadanishiki rice used suddenly increased, and as a result, other businesses were unable to secure Yamadanishiki rice. This incident made me realize the need to expand Yamadanishiki production beyond Hyogo Prefecture to other prefectures, and I began to meet directly with farmers. In doing so, I heard farmers' honest opinions, such as "Yamadanishiki is difficult to grow" and "feed rice is easier because there are more subsidies available," and honestly, I witnessed the reality of farming without dreams. However, we cannot be content with the current situation without dreams. This competition was started with the aim of making agriculture "exciting" and giving farmers a sense of pride.

President: Our greatest wish is that we want farmers to have dreams. The farming profession inevitably has an image of being "difficult" and "painful," which makes it difficult for young people to become interested in it or to have dreams. We are not the government, so we cannot provide support by providing subsidies. That is why we started this competition with the desire to help farmers in any way we can, so that they can work hard and be positive, with the mindset of "becoming a specialist" and "aiming to reach higher levels as a professional." We believe that by aiming to become a professional, we can liven up the entire agricultural industry.

What kind of feedback did you receive from participants after the event?

Chairman: Seeing everyone leave with smiles on their faces today made me think, "Ah, this is what it all means." The greatest encouragement is when people say, "I'd like to participate again next year." I could tell that everyone felt joy and a sense of accomplishment through the tournament, and I'm really glad that we held it.

President: Until now, there have been very few nationwide competitions like this. For example, even if you win a prefectural competition, most of the time you only get a small prize. But this competition is great because it allows people to show that they are working hard and making good products. It creates a competitive spirit that influences those around them, making them think, "If other breweries are taking on the challenge, I can do it too!" and I feel that this is leading to the revitalization of the agricultural industry as a whole.

What is the appeal of sake as a culture?

Chairman: In a sense, sake is something that should be "improved through friendly competition." There is still potential for growth in the future, both in terms of quantity and quality. I feel that there is a lot of room for continued growth, especially in terms of quality. To achieve this, it is important to spare no effort. I recall Kazuo Inamori once saying, "I am 99.9% involved in my work, and the remaining 0.1% is spent thinking about my family." I think that in modern society, we need to reconsider that spirit.

President: If a culture stops the moment it is completed, that's the end of it. It's wonderful to be recognized by organizations like UNESCO, but I think it's important not to think "this is it," but to always keep challenging ourselves. I see this competition as part of that challenge. I want to get young people interested in agriculture and sake brewing, and share the feeling that "we want to create a culture that will last for the next 50, 100, and 1000 years."

Message to young people

Chairman: I want you to believe in life and in yourself and move forward. If you can do that, I'm sure a wonderful life awaits you. Good luck!

President: There are many young people around the world who don't give up on challenges just because they're young and inexperienced, but instead keep moving forward. I think there are challenges that students can take on only now. Don't be afraid to try. And life is hard if you just work hard, so don't forget to enjoy a drink or something. It's important to work hard, but it's equally important to enjoy life.

Student Newspaper Online July 12, 2025 Yurie Watanabe, second-year student at Josai International University

Musashino University 4th year student Nishiyama Ryusei / Josai International University 1st year Watanabe Yurie / Asahi Shuzo President Sakurai Kazuhiro / Asahi Shuzo Chairman Sakurai Hiroshi Hashiba 2nd year student Bunka Fashion College Momo

■ Impressions from the interview

Through this contest, I was able to gain a deeper understanding of the challenges and possibilities of agriculture as a whole. From the speech of the Grand Prize winner, I could sense the importance of daily effort and family support, and I could sense his passion for farming, which really made me appreciate the appeal of sake brewing. I also learned that there are efforts to rediscover the appeal of ingredients through dishes made with sake lees. This was a valuable contest that made me think about the current state and future of agriculture, as well as its possibilities. (Nishiyama Ryusei, 4th year, Musashino University)