Experience the Charm of Traditional Shochu at GINZA SIX's New Pop-Up Shop

Discover the Future of Japanese Spirits at GINZA SIX

Naorai Co., Ltd., headquartered in Kure, Hiroshima, is set to introduce its innovative spirit, "JOCHU," during a limited-time pop-up shop at GINZA SIX in Tokyo. From October 29 to December 1, 2025, this exciting venue will present the unique offerings of Naorai, including the flagship product "JOCHU" and various special collaborations, such as those featuring locally sourced ingredients from the Setouchi region.

What is JOCHU?

JOCHU is a new category of Japanese spirits produced using Naorai’s patented method Low-Temperature Distillation®. This technique preserves the rich aroma and flavor of premium sake while achieving a high alcohol content of 41%. JOCHU offers a smooth and deep taste that evolves with storage, making it perfect for long-term aging and export to international markets.

Special Offerings at GINZA SIX

The pop-up shop will provide a full range of JOCHU products and related offerings. Visitors can expect:

- Various series of JOCHU that highlight its distinct flavors.
- MIKADO LEMON Sparkling and lemon oil from pesticide-free lemons grown on triangular islands.
- Customized private casks available for order, including options for businesses and gift-giving.

Additionally, a bar featuring JOCHU, MIKADO LEMON Sparkling, and lemonade made from local lemons will invite guests to sample the products for 700 yen and up.

Weekly thematic showcases of different regions and products will also be planned throughout the event, ensuring a dynamic experience with fresh offerings.

Enhance Your Home Bar Experience

For those wishing to enjoy JOCHU at home, Naorai has designed mini oak casks that allow customers to witness the aging process firsthand. These casks, alongside gift options for special occasions, make for unique presents this holiday season.

The JOCHU Model: Sustainable Culture and Community

Naorai’s commitment goes beyond just creating spirits; it involves collaborating with local breweries to sustain the Japanese liquor culture. This approach, termed the JOCHU Model, aims to support sake breweries while enriching local communities through new industries and job creation. Naorai plans to scale the JOCHU production to eight locations by 2026 and 47 by 2028, partnering with 600 breweries.

Moreover, Naorai is launching a cloud-funding campaign for its NOTO Naorai in Ishikawa Prefecture, which is positioned to contribute to local recovery efforts after recent natural disasters.

Feedback from Naorai’s Leadership

Hiroichiro Miyake, CEO of Naorai, expressed excitement about presenting their vision in the vibrant atmosphere of GINZA SIX, a hub for luxury and cutting-edge trends. He hopes that visitors will appreciate the potential of Japan's rich sake culture and the unique offerings of JOCHU, which seamlessly blends tradition and innovation.

Conclusion

Through this pop-up experience, Naorai aspires to connect with the metropolitan audience and share the enticing world of JOCHU. As the holiday season approaches, it provides a perfect opportunity for traditional Japanese gifts that embody quality and tradition. Don’t miss the chance to explore the essence of Japanese spirits at GINZA SIX!

For more details, visit Naorai's online shop or connect via social media for updates on this exciting event!