TOKYO, March 19, 2026 – All Nippon Airways Co., Ltd. (ANA) today announced a new initiative aimed at introducing travelers to Japan’s diverse culture and regional destinations, with a focus on Japanese sake.
ANA will provide authentic content and hands-on experiences centered on Japan’s regional food and sake traditions. By fostering engagement with these cultural elements abroad, ANA aims to deepen international interest in Japan and inspire future travel to the country.
This initiative is supported by the expertise of IMADEYA, a long-established specialty liquor retailer with over 60 years of history. Leveraging IMADEYA’s expertise and extensive network of breweries, the program will introduce international audiences to the rich history and modern enjoyment of Japanese sake.
As the inaugural event, ANA will organize a Japanese sake “KAKU-UCHI” (standing bar) event in Stockholm, Sweden, in April 2026. Participants will experience the depth and diversity of regional Japanese sake and the unique drinking culture of “KAKU-UCHI,” complemented by Japanese cuisine that reflects similar fermentation and cooking techniques.
Future endeavors include developing experiential content focused on sake brewery visits in Japan’s regional cities and launching a digital communication platform to share information about Japan’s sake culture and lesser-known regions.
Background of the Initiative
Global interest in Japan continues to grow, yet many potential travelers lack clear destinations or opportunities to experience high-quality Japanese culture firsthand. Leveraging accessible themes like sake and food, the initiative seeks to inspire new discoveries and encourage international travelers to visit Japan’s lesser-known regions.
The initiative strives to convert general interest into a desire to visit Japan by fostering familiarity with traditional sake brewing, a premium cultural experience recognized by UNESCO as Intangible Cultural Heritage. Through curated experiences and storytelling, the initiative will highlight regional sake, local food culture and the daily lives of local communities, encouraging visitors to explore destinations beyond popular tourist areas.
“In addition to facilitating global travel and connecting people and cultures, we aim to share the unique attractions of Japan with the world,” said Chitose Takao, CX design lead, ANA. “By offering opportunities to experience Japanese food and sake abroad and connecting those experiences with deeper discoveries in Japan, we hope to inspire greater interest in visiting the country and be an airline trusted by travelers worldwide.”
“Through the connections forged by people and sake, and with ANA’s support, we are excited to share the charm of Japanese sake culture with a global audience,” said Azusa Ogura, executive vice president of IMADEYA. “Guided by our corporate slogan, ‘Sake is magic,’ we hope to inspire a desire to visit Japan and discover the regional sake culture and craftsmanship.”
Overview of the Stockholm Sake “KAKU-UCHI” Event
About ANA
Founded in 1952 with just two helicopters, All Nippon Airways (ANA) has grown to become the largest airline in Japan. Today, ANA HOLDINGS Inc. (ANA HD) is recognized as one of the World’s Most Admired Companies by Fortune.
ANA HD was established in 2013 as the largest airline group holding company in Japan, comprising 73
companies. It offers three distinct airline brands: ANA, Peach, the leading LCC in Japan, and AirJapan, launched in 2024 for international routes covering Asia.
ANA’s legacy of superior service has earned SKYTRAX’s 5-Star rating every year since 2013, making it the only Japanese airline to win this prestigious designation for 13 consecutive years.
In 2025, ANA was honored with FlightGlobal’s Executive Leadership: Asia-Pacific Award for its visionary leadership and strategic growth.
ANA is also a four-time recipient of the ATW Airline of the Year award, recognized for excellence in aviation.
ANA HD has been selected as a member of the Dow Jones Sustainability World Index list for eight consecutive years and the Dow Jones Sustainability Asia Pacific Index list for nine consecutive years.
For more information about ANA and ANA HD, please visit: https://www.ana.co.jp/group/en/