Dassai, a sake label with overwhelming popularity not only in Japan but also internationally, has teamed up with mastermind, a fashion brand that embodies Japan's super high quality, for a miraculous collaboration. They will release a limited-quantity special set featuring the latest and greatest sake, along with an original decanter and glasses. This is a once-in-a-lifetime opportunity to experience the cutting edge of sake, which continues to innovate while inheriting traditional techniques, in the finest Japanese and modern packaging.

Event Information

Mastermind JAPAN x Dassai Promotion

□October 31st (Wednesday) - November 6th (Tuesday)
□ Isetan Shinjuku Store, Men's Building 2nd Floor = International Creators
▶Click here for more information about the event and sales methods.

Both sake and fashion are "tools" for enjoying life.

Asahi Shuzo, a leading Japanese sake brewery, recently made headlines for being forced to suspend operations for three weeks due to unprecedented heavy rainfall caused by recent extreme weather events. Their "Dassai" sake is one of the most popular brands in Japan. Based on traditional methods, but incorporating groundbreaking creativity and scientific research, their unique "manufacturing" process has garnered enthusiastic support from sake connoisseurs, beginners, and overseas consumers alike.

Dassai, the renowned sake brand, has developed a special product in collaboration with mastermind, a fashion brand that Japan proudly presents to the world. To find out more about the background of this collaboration, we spoke with Kazuhiro Sakurai, President and CEO of Asahi Shuzo, the manufacturer of Dassai.

Kazuhiro Sakurai, President and CEO of Asahi Shuzo, the manufacturer and distributor of "Dassai" sake.

"Many people may find this collaboration between fashion and sake, two seemingly unrelated industries, a bit surprising. However, both actually share the commonality of being 'tools' for adding color and enjoyment to life. That's why our company has been a sponsor of Amazon Fashion Week since 2013."

Furthermore, it seems that MMJ and the other company found many points of common ground in their respective philosophies and approaches to manufacturing.

"To be honest, I didn't have a deep understanding of mastermind until we started working together on this project. But from the moment I first met Mr. Honma (Masaaki) of mastermind, I knew he shared a similar vision with us. mastermind cherishes the Japanese craftsmanship spirit and continues to create products that reach even greater heights by repeatedly destroying and creating. Although the genres are different, that spirit is something we have in common with 'Dassai,' which is not bound by tradition but single-mindedly pursues the finest sake."


Sakurai said that he served Dassai sake to buyers and media representatives at the exhibition that mastermind holds in Paris. He said that he witnessed firsthand at that venue how much passion mastermind puts into its manufacturing and how it competes on the world stage with the spirit of Japan, and he saw a parallel between that and Dassai.

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