Cheers count
2016.10.1 - 2018. 10.1


Pass on a piece of our proud culinary culture—sake—to the next generation with the “Sake Kampai!” circle.

Why hold “Sake Kampai!” now? Sake has been a part of the lives of the people of Japan and an irreplaceable
part of religious rituals since ancient times.

Sake was offered to the gods in prayer for good harvests and for the safety of your household. Then,
those that made the offering took the offering of sake and drank it together. The tradition of sake
brewing was passed along as a part of the culture in all regions, and climate and nature features nurtured different flavors.

Sake, part of the souls of Japanese people, is currently facing a crisis. Sake is being made and drunken
at lower levels every year; and over the past 40 years the number of breweries has fallen by half.

At this rate, within the next 20 years, there will be regions within the 47 prefectures where the tradition of sake
brewing has totally disappeared.

Total sake production would increase by 1.8 times if adult men and women were to have a drink of sake once a week.
With “Sake Kampai!”, we can protect Japan’s sake tradition.

That is what “Sake Kampai!” is about. Sake Day—held on October 1st an event where participants drink
together—giving us the chance to do just that.

Through daily “Sake Kampai!” to spread this movement, we can have great times while enjoying sake.
Then people around the world will become interested in sake after seeing the ways of the people of Japan.
Then, they will want to drink sake after learning more about the nature, industry, culture and history of Japan,
the place that created its flavor.

If the people around the world, not just in Japan, fell in love with sake, consumption will increase and be
continued by the next generation.

While “Sake Kampai!” is a simple act, it holds a deep meaning. Let’s pass this proud cultural tradition on to the next generation.

Mariko Kiyonaga
[Project representative]
Fifth generation Sake-Samurai
Mariko Kiyonaga
※What is the “Sake Day” event held on October 1st? In Japan, the Chinese Zodiac, made up of 12 horary signs,
originally symbolized months of the year. The tenth, west, is read tori in Japan,
but the original pictograph was pot shaped and meant sake. In 1978,
the Japan Sake & Shochu Makers Association declared that October 1st—symbolically connected to sake—to be “Sake Day”.
This is said to be a day where “the whole country has a kampai with sake”, and sake drinking events are held.
  • Sake
  • Facebook
  • Instagram

Rules for posting

Please post pictures of your kampai on Facebook and Instagram.

Group kampai! A kampai for two! Solo kampai! Kampai at hanami (flower viewing), parties, BBQ’s, or even at home, or at your favorite restaurant, a celebratory kampai, kampai after work, cheer up kmapai, kampai before meals…

Post all kinds of “Sake Kampai!” pictures, and share everyone’s wonderful experiences! We will count the number of people in the pictures, and are aiming for 10,000 “Sake Kampai!” participants during the 2016 fiscal year (October 1, 2016 to September 30, 2017). Now support our breweries and have a toast with sake!

We will be awarding a wonderful prize in the “Best KAMPAI Shot Gran Prix”.

Photos of wonderful kampai will be selected by our office and awarded with “Best Kampai Shot Prizes”. Among them, a monthly first prize will be chosen, and once every half year, a “Best Shot Grand Prize” will be awarded.

The “KAMPAI Best Shot Gran Prix” prize winner will receive a three bottle set of a deluxe sake and a small and wonderful present with their name on it!!

○Sake KAMPAIプロジェクト代表 ○Sake KAMPAIプロジェクトメンバー


Using the website

Sake KAMPAI (hereinafter, “this website”) manages the Sake KAMPAI project. Please make sure to read the following details regarding the use of the website and to agree to the details.

  1. Copyright

    All written and visual information presented on this network are copyrighted. Downloading without the copyright owner’s approval, and open reproduction in any other digital or print media is prohibited.

    Articles, photographs, or illustrations posted by the Sake KAMPAI project on this website are protected by copyright law.

    This website has been copyrighted by the Sake KAMPAI project. The copyright of any posted pieces shall belong to their original copyright holder. Reproduction of any pieces or data, etc., on this website without the copyright holder’s approval is strictly prohibited.

  2. Disclaimer

    This website is doing its utmost to ensure appropriate information is posted on it, but it is something we cannot completely guarantee. It is possible that we may change, suspend, remove posted content without notice. If links on this website to a website managed by a third party change, we shall bear no responsibility for website the link leads to.

  3. System requirements

    - Web browser
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    - On the use of JavaScript
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  4. Protection of personal information

    We will use personal information gained through your post, for this office’s inquiries, the shipping of awards, in information sent via e-mail and for the creation of statistical data through which individual persons cannot be identified. Collected information shall be strictly monitored, and we will work to implement policy to prevent inappropriate infiltrations, loss, falsifications, leakage, etc. Also, we will not release, share any personal information without the customer’s agreement with a third party, other than a contractor. (Excepting cases in which it is legally acceptable to do so.)

  5. Access log

    On this website, we collect information—on user IP addresses, browser’s used, pages viewed, the time, etc.—from the access log. This information is used to study the trends and the actions of users of this website and for the management of this website. We will not make use of any personal information collected from the access log.

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    Questions regarding this website should be sent to the “” email address.



How to post
Posting agreement

Please make sure to read the following details on posting your toasting pictures. Any post with our Instagram hashtag “#”, or like on this project’s official Facebook page, will be considered as consenting to the terms of this agreement. If, by any chance, you do not agree to these terms, then please terminate your entry. We will be strictly maintaining Instagram’s and Facebook’s user agreement’s and posting rules.

  1. Posted pictures must have been taken by the poster, or those that accompanied them, and must not have been posted and must not be part of any plans to be posted in the future.
  2. Posts are to be limited to those 20 and older. You cannot post pictures of minors. Also, those toasting in the pictures must be over 20 years of age.
  3. We prohibited the posting of pictures with content or comments that are against the law, and outside of public order and decency. If this office makes such a judgment, we may take the photo or comment down without the informing the poster.
  4. The poster must take on the personal responsibility for gaining permission from the subjects and locations in their photos. Those in the picture take should be informed of the picture’s intended use, and posters absolutely must gain their permission before posting.
  5. While the copyright of the picture posted belongs to the photographer, we may use the photo without advance approval, for this project’s web, print materials, and other media without compensation for secondary use. Also, the copyright holder shall be considered as agreeing not to exercise their copyright in regard to this project.
  6. While we manage this project with the utmost caution, we cannot guarantee completeness, propriety, safety, usability, etc., in all aspects of this project’s sponsored information, programs, various services, etc. This project shall bear no responsibility for any losses incurred by third parties.
  7. This project shall not bear any responsibility for any troubles or losses (regardless of direct or indirect), etc., incurred by the poster following their post.
  8. This project may change or be cancelled without any advance notice.
  9. This agreement may be revised without notice. If that occurs, it will take effect the moment it is posted on our page.
  10. In this agreement governing Japanese laws will apply, and in any disagreements regarding this project, the Tokyo District Court shall be the first court with exclusive jurisdiction.