Some of you may already know, but Isetan Shinjuku, which boasts the highest sales among standalone department stores in Japan, will host the DASSAI Fair from February 19 to 25. However, this is not just any regular event—it is set to be the highlight of Isetan for that week. The main exhibition space is none other than "The Stage," located on the left after entering through the main entrance of the main building.

Each week, "The Stage" hosts events that define Isetan’s brand image. Most of these events are fashion-related, featuring brands such as Louis Vuitton, Max Mara, and other prestigious Western luxury labels. Occasionally, Japanese brands like Shiseido also hold events.

Food-related events have never been held in this space before, with the sole exception being a 2020 collaboration between a French champagne maker and the renowned artist Yayoi Kusama, which resulted in the sale of special-edition bottles. (I later heard that Suntory also held an event there.) Naturally, a standalone sake brand has never been featured!

That champagne brand, thanks to the impact of the Yayoi Kusama label, achieved sales of 120 million yen (Approx.774,000 USD) in just one week. A staggering amount! The moment I heard that figure, I couldn’t help but see a "¥" symbol flashing in my eyes.

“We must surpass 120 million yen!”

We absolutely have to exceed that champagne’s sales figure. Doing so would not only be a way to give back to our loyal customers who have supported us over the years but also to show our gratitude to the Mitsukoshi Isetan Group for selecting DASSAI as the featured brand for "The Stage."

Thus, I issued a grand directive within the company: “Come up with a product proposal that will generate sales exceeding 120 million yen!”

Usually, I emphasize that we should focus on crafting sake that customers naturally want to buy, rather than chasing sales figures. Yet, this time, I issued an order that was the complete opposite.

As a result, we decided to offer an exclusive pre-sale of the DASSAI MOON 100ml bottle—scheduled to launch this autumn and return from space in early 2026—for 100 million yen. (Approx.910,000 USD) Additionally, the Beyond the Beyond 2300ml Magnum Bottle, which we typically sell overseas, will be exclusively available at the Isetan Fair this year for 4.12 million yen (Approx.26,515 USD)　per bottle.

Furthermore, we will introduce the Blue Beyond 720ml, the highlight of this year’s DASSAI Blue lineup in the U.S., for an exclusive early release in Japan at 132,000 yen (Approx. 1,200 USD) per bottle. We will also offer a special set featuring DASSAI with a Joe Hisaishi label and DASSAI Blue for 22,000 yen (Approx. 142 USD) per two-bottle set.

During the event, almost our entire product lineup will be available at Isetan. By tallying all these sales together, we are aiming to break past the 120 million yen mark.

To achieve this, DASSAI will dominate the advertising space from the 40-meter-wide digital signage at Shinjuku Station’s east exit to the signage pillars in the underground passage leading to Isetan’s main building at Shinjuku San-chome. Additionally, all 11 show windows on the exterior of the main building will feature DASSAI displays. To top it all off, the massive flagship banner at the main corner of the building will also bear the DASSAI name.

Right now, in Japan, sake is constantly being overshadowed by wine and champagne. But this is DASSAI’s challenge to change that. Even sushi restaurants are now saying, "Please pair our sushi with wine." We simply can’t accept that!

I’ll likely be around the Isetan main building throughout the week. If you see me, don’t hesitate to say hello.

Lastly, for those outside of Tokyo, this event is being supported by the entire Mitsukoshi Isetan Group, meaning that you can purchase DASSAI through your local group store (including Iwataya in Fukuoka). Also, during this period, the restaurants on the 7th floor of Isetan will have DASSAI Blue 35 available on their menus. Please enjoy!