The National Sake Brewers Association Central Association (hereinafter 'Central Association'), the largest industry group representing approximately 1,600 alcoholic beverage producers nationwide, held 'Sake Fair 2026' on June 19 (Fri) and 20 (Sat) at Sunshine City in Ikebukuro. 'Sake Fair 2026' consisted of two events: 'The 17th National Sake Fair,' gathering around 1,200 sake labels from across Japan, and the 'R7 Brewing Year National New Sake Appraisal Contest Public Tasting,' which showcases premium ginjo sakes produced during that year. Over the two days, approximately 5,600 attendees participated, and the event concluded with great enthusiasm and energy. Inside the R7 Brewing Year National New Sake Appraisal Contest Public Tasting venue Scene from the 'SAKE DISCOVERY BAR' at the 17th National Sake Fair ■ The Newly Introduced 'U-39 Ticket' Attracts Younger Generations The introduction of the 'U-39 Ticket,' limited to those aged 20–39, attracted many young visitors, including sake beginners and groups or couples in their 20s and 30s who expressed interest in learning more. One woman in her 20s said, 'I've always been interested in sake, but it seemed intimidating for beginners, so I just followed others' recommendations. This time, thanks to the brewery representatives who kindly guided me, I finally found a sake I truly enjoy.' Meanwhile, a couple in their 30s shared, 'We used to think of sake as something only for high-end Japanese cuisine, but the brewers taught us how it pairs well with many different types of food beyond traditional dishes. We're excited to enjoy sake more in our daily lives now.' The event radiated the vibrant energy of a sake industry that is rejuvenating both its producers and consumers. ■ 'SAKE DISCOVERY GATE' Showcases the Latest Sake Culture A special area called 'SAKE DISCOVERY GATE' particularly captured the attention of younger attendees. Inside this zone, alongside the 'SAKE DISCOVERY BAR,' which offers immersive, five-sense experi