EAT | Fruity Junmai Daiginjo "Shōshukurai-fuku" from a Long-Standing Tokyo Sake Merchant

EAT | Designed by Charismatic Music Industry Art Director Mitsuo Shindo

A Fruity Junmai Daiginjo from a Long-Standing Tokyo Sake Shop: "Shoshu Raifuku"

A collaboration between Toshimaya Honten, a long-established sake shop in Tokyo, and '+ART CLUB,' which proposes new value through the fusion of food and art with Chef Keisuke Matsushima as its initiator, and 'Japan Traditional Culture Lab,' which disseminates the appeal of Japanese culture! The Junmai Daiginjo "Shoshu Raifuku (Shoshu Raifuku)" has been released, with art director Mitsuo Shindo handling the design.

Text by YANAKA Tomomi

Fruity Aroma and Light Mouthfeel

Toshimaya Honten, founded in 1596 in what is now Chiyoda-ku, Tokyo, has been selling sake for over 400 years. The brewery is currently located in Higashimurayama City in western Tokyo, and uses the伏流水 (subterranean water) drawn from a well 150 meters underground as its brewing water, producing numerous renowned sakes.

This led to a collaboration between Toshimaya Honten, who wishes to "deliver the appeal of sake to younger generations and people overseas and propose new ways to enjoy it," '+ART CLUB,' led by "young genius chef" Keisuke Matsushima, who earned a Michelin star at the young age of 28 in 2006, and 'Japan Traditional Culture Lab,' which plans and produces projects related to Japanese culture. Art director Mitsuo Shindo was brought on board as the designer.

Shindo is known for designing over 1,000 album covers, including those for Pizzicato Five, Mr. Children, and Southern All Stars, following his work on Yumi Matsutoya's album jacket. He is also recognized for his role in supporting the "Shibuya-kei" music scene.

Together with Shindo, the joint development team visited Toshimaya Honten's brewery. After tasting various sakes and engaging in extensive discussions, they arrived at "Shoshu Raifuku," characterized by its relatively low alcohol content, fruity aroma, and light mouthfeel.

"Shoshu Raifuku" is easy for younger generations and women to drink and can be enjoyed with a wide variety of dishes. This Junmai Daiginjo, named with the wish that it brings "laughter" and "good fortune," is likely to be a welcome gift for home parties or a thoughtful present.