Tobu Railway Company, one of Japan’s largest private rail operators, has teamed up with Kanaya Hotel Co. to launch a self-service sake dispenser at The Kanaya Terrace café within Tobu Nikko Station.
The initiative, set to run until August 2025, offers travelers an accessible way to sample local sake while supporting brewers in Tochigi Prefecture, through which the Tobu railway line operates.
The dispenser features four sake brands from the nearby cities of Ōtawara, Kanuma, and Nikko. Visitors can purchase a set of three tokens for ¥1,200 (approximately $8.28 USD) at the café counter, with each token redeemable for one cup of sake. This format encourages customers to explore a variety of regional flavors in a casual setting.
A Tobu spokesperson emphasized that the project aims to boost local producers and stimulate economic activity along the railway corridor by making regional sake more approachable.
The launch aligns with the introduction of English-language guided tours for international visitors to Nikko’s UNESCO World Heritage Sites, highlighting a broader effort to enhance tourism experiences. The timing also coincides with challenges facing sake producers, who are grappling with rising sake rice costs and potential shortages. Some brewers report a more than 30% increase in sake rice prices compared to last year.
In response, Japan’s agriculture ministry is reportedly considering releasing stockpiled rice to alleviate supply concerns.
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