Applications open for 2025 Mrs SAKE Contest to choose Sake and Cultural Ambassador

TOKYO, Japan — A grand opportunity to champion Japan’s rich sake heritage and cultural traditions awaits as the much-anticipated “2025 Mrs SAKE” selection meeting officially opens its call for applicants. This inclusive initiative—open to all genders and spanning ages from 20s to 60s and above—aims to cultivate diverse voices capable of promoting sake culture, celebrating Japanese heritage, and supporting the next generation of Miss SAKE ambassadors.

Sponsored by the Miss SAKE General Incorporated Association and co-sponsored by the National Costume Culture Promotion Association General Incorporated Foundation, Mrs SAKE was born out of a partnership designed to amplify the cultural and societal contributions of women in particular, while remaining open to any qualified individual passionate about Japan’s iconic drink and culture. The program underscores the importance of uplifting the sake industry and inspiring people worldwide to engage with Japanese heritage.

Miss SAKE’s Decade of Cultural Promotion

The Miss SAKE ambassador program began in September 2013 under the umbrella of the Miss SAKE General Incorporated Association. Its inaugural selection meeting took place in October 2013, with support from various government agencies, including the Ministry of Foreign Affairs, the Ministry of Agriculture, Forestry and Fisheries, the National Tax Agency, and the Japan Sake and Shochu Makers Association.

Over the past decade, Miss SAKE ambassadors have championed the breadth and depth of Japan’s culinary and cultural offerings domestically and globally—in cities such as New York, Paris, London, Milan, Sydney, and Hong Kong. These activities have included promoting Japanese food, hosting sake tastings, and spearheading more than 400 initiatives aimed at boosting inbound tourism to Japan.

A Pathway to Cultural Ambassadorship

Building on this success, Mrs SAKE was established in collaboration with the National Costume Culture Promotion Association to create new opportunities for cultural ambassadors. The organization focuses on spreading awareness of sake culture, highlighting the beauty and resilience of Japanese traditions, encouraging and supporting women’s leadership in the sake industry and beyond, and providing mentorship to the next generation of Miss SAKE.

The result is an evolving community where longtime connoisseurs and new enthusiasts share their knowledge and appreciation of sake and nurture meaningful cross-cultural engagement.

Application Details

Entry submission deadline: April 10, 2025
Final selection meeting: May 10, 2025

Eligibility Divisions (age as of April 1, 2024):

• Ruby Division: 20s and 30s
• Sapphire Division: 40s
• Emerald Division: 50s
• Diamond Division: 60s and above

Applicants must hold a Japanese passport. There is no height restriction, and there will be no swimsuit screening.

Selection Criteria

Prospective Mrs SAKE candidates should have a natural affinity for sake and Japanese culture, strive to contribute to society at large, bring a global perspective, pursue ideals of beauty in spirit and presentation, show an interest in developing the next generation of ambassadors, and demonstrate a desire to create and further the initiatives of both Miss SAKE and Mrs SAKE.

Final Selection Meeting

• Date/Time: Thursday, May 10, 2025, from 17:00 to 21:00 (tentative)
• Venue: Kanda Myojin EDDOCCO STUDIO (2-16-2 Sotokanda, Chiyoda-ku, Tokyo 101-0021)
• Organizer: General Incorporated Association Miss SAKE

This event is poised to highlight the vibrant intersection of Japanese heritage, sake appreciation, and female empowerment. With support from key cultural and governmental organizations, the 2025 Mrs SAKE selection promises to be a milestone in shaping the ambassadors who will carry Japan’s legacy far beyond its borders.

For more details and to submit an entry, visit:
https://www.mrssake.org/2025-mrs-sake-entry/