You know Oktoberfest in Germany, the famous celebration of beer. Niigata’s “Sake no Jin,” held every March, is often described as its Japanese sake counterpart.

Niigata is known as the “Kingdom of Sake,” and more breweries are based here than anywhere else in Japan. Around 80 of them gather for this event and offer more than 500 varieties of local sake, turning the venue into a tasting wonderland.

At the entrance, you receive a small tasting cup (ochoko). That little cup is all you need to explore the booths and sample as many types of sake as your curiosity can handle.

Visitors can look forward to limited-edition bottles you will never find in stores, relaxed chats with the brewers, and an atmosphere filled with friendly, sake-loving energy. For two vibrant days, Niigata becomes a playful paradise for anyone who enjoys discovering new drinks.

For first-time visitors, the format of Sake no Jin is surprisingly easy to enjoy. Once you enter the venue and receive your ochoko (tasting cup), you can explore freely. Each booth offers small pours, and you can sample as many varieties as you like. There is no extra charge for individual tastings, and you can revisit your favorite booths as often as you want. Tastings are small, but they add up quickly, so pacing yourself is key.

The moment you step in, you’ll enter a lively space filled with music, chatter, and rows of booths stretching across the hall. Most visitors wander slowly from booth to booth, tasting as they go.

With more than 80 breweries under one roof, some booths naturally become hotspots. Breweries offering limited-edition bottles, award-winning labels, or special tastings exclusive to Sake no Jin can attract long lines, especially during peak hours.

The atmosphere is friendly and energetic, and although it can get crowded during peak hours, the flow of people moves steadily. Standing tables are available for taking breaks or enjoying food, and the venue is large enough that you can keep exploring without feeling rushed.

One charming feature of Sake no Jin is the appearance of Miss SAKE, an ambassador who promotes Japanese sake culture across Japan and overseas. She often visits the venue during the event, greeting guests, introducing breweries, and helping visitors discover new varieties of sake. Meeting her adds a fun touch to the festival, and many attendees enjoy taking commemorative photos as part of their experience.

Is the event beginner-friendly? Absolutely.

Even if you know nothing about sake, Sake no Jin is welcoming and easy to enjoy. Many breweries have simple English explanations, and staff are used to helping curious beginners. You can explore at your own pace, try what interests you, and learn naturally as you go.

The other star of Sake no Jin is the food! Sake comes alive when paired with the right dish, and the festival’s food zone brings together some of the best flavors Niigata has to offer.

Look forward to fresh seafood from the Sea of Japan, tasty karaage chicken, melt-in-your-mouth Murakami Beef, and rice balls made with the world-famous Koshihikari rice, plus all sorts of snacks that go great with sake. Each stall highlights a local specialty that shows why Niigata is known for its exceptional gastronomy.

Discovering your own perfect pairing is part of the fun, so come hungry and get ready to taste a delicious side of Niigata that goes far beyond sake.

Getting to the "Holy Land of Sake" is surprisingly easy. The Shinkansen is best from Tokyo, while flying is recommended from other areas.

Tickets for international visitors are on sale from December 1, 2025. This event is globally popular, and tickets sell out very quickly. There are NO door sales. You must purchase tickets in advance via the link below.

1. Strictly 20+ Only
Japanese law is strict. You may be asked to show your passport for age verification at the entrance. No children allowed.

2. Be on Time
Entry times are designated to control crowds. If you are late, you might be denied entry.

3. No Outside Food or Drinks
Please do not bring alcohol or outside food into the venue. All tastings and food must be purchased inside the event area.

4. The "Yawaragi Water" Rule
Sake has a high alcohol content. The secret to enjoying it longer is "One sip of Sake, one sip of water." Bringing your own water bottle is highly recommended.

5. Cash is King
Some food stalls and souvenir booths inside the venue may only accept cash, so bring at least 5,000 yen in cash.

6. No Cutting in Line
Please respect the queues. Cutting ahead is disruptive for other visitors and is not permitted.

7. No Reserving Spots
Do not bring tarps, chairs, or place bags to reserve seats or standing areas. Space inside the venue is shared by all visitors.

If you are making the trip to Niigata, there are several easy stops nearby.

・Ponshukan (Niigata Station): A sake-tasting theme shop with regional specialties and snacks.

・Furumachi District: A nightlife area with bars, izakaya, and traditional geisha culture.

・Imayo Tsukasa Sake Brewery: A well-known brewery offering tours close to the city center.

Adding one or two of these stops turns your Sake no Jin visit into a fuller, more memorable trip.

Niigata Sake no Jin is far more than just a tasting event. It is a chance to enjoy the warmth of the people in this snowy country and feel the burning passion of the artisans. The electric energy of the venue, the rich aromas filling the air, and the toasts exchanged with strangers standing next to you - I promise that all of these will become unforgettable memories of your time in Japan. Are your tickets ready? See you in Niigata in March 2026. Kanpai!