On 22/9, the Tasu+ Fine Sake & Beyond showroom opened its doors in An Lac ward, TP HCM. The event was attended by representatives from the Consulate General of Japan in Ho Chi Minh City, Japanese business associations in Vietnam, sake producers, and partners from the hospitality and restaurant industry.

Delegates attend the Tasu+ showroom opening ceremony. Photo: Protrader

According to a representative from the company, the showroom aims to be a multi-dimensional cultural experience space, moving beyond a traditional beverage retail model. Visitors can gain a comprehensive understanding of sake through its history, brewing techniques, ingredient origins, and the community activities associated with this drink in Japan.

The showroom features a minimalist design, utilizing natural materials to evoke traditional Japanese architecture. In each display area, the company provides complete information on the regional origin, the identity of the brewery, and the fermentation method for each product line.

Masuo Ono, Consul General of Japan in Ho Chi Minh City, speaks at the opening ceremony. Photo: Protrader

A Tasu+ representative explained that each bottle of sake reflects the close interaction between rice variety, water source, koji mold techniques, and the generational experience of brewing artisans. Providing this production context helps consumers understand the culinary value and cultural narrative behind the flavor in every glass of sake.

With its "Beyond Sake" vision, this space extends beyond beverages to encompass cuisine and artisanal crafts. Here, customers can explore various tasting styles, particularly pairing sake with Vietnamese and international dishes. The establishment also showcases ceramic sets and sake utensils crafted by Japanese and Vietnamese artisans.

Taiko drum artists perform at the Tasu+ opening ceremony. Photo: Protrader

Beyond its commercial activities, Tasu+ aims to serve as a direct bridge between Japanese sake producers and the domestic market. The showroom regularly hosts tastings, discussions, and specialized workshops for sake sommeliers, chefs, and personnel in the hospitality and food service industries. Program content focuses on sake classification, storage techniques, standard serving temperatures, and dining etiquette. The company also collaborates with international sake education organizations to bring professional certification courses to Vietnam.

A restaurant representative noted that this model emerges as the Vietnamese beverage market shows increasing interest in premium imported products with clear origins and cultural experience value. "By combining commerce with market education, we expect to create an effective interactive environment, helping traditional Japanese breweries systematically reach Vietnamese consumers," said a Tasu+ Fine Sake & Beyond representative.

Thanh Thu