SINGAPORE - Media OutReach Newswire - 27 October 2025 - Prepare to embark on a transcendent culinary voyage as JFOODO (Japan Food Product Overseas Promotion Center) proudly unveils the highly anticipated return of its celebrated sake campaign, themed "Discover New Harmonies with Japanese Sake." In collaboration with 19 of Singapore's most distinguished dining destinations, this year's showcase invites epicureans to indulge in 38 masterfully curated pairings that illuminate the boundless versatility of Japanese sake. From Michelin-starred artistry to bold local favourites, each pairing is a testament to sake's ability to harmonise not only with seafood but also with a broader culinary spectrum,including meat and vegetables. This marks a bold evolution from previous editions, inviting diners to explore the compatibility of sake with a rich diversity of ingredients and traditions. Commencing on 1 November 2025, the campaign promises a nearly month-long celebration of flavour, craft, and cross-cultural resonance, offering discerning diners a rare opportunity to rediscover sake as a refined companion to global cuisine, with elegance and depth.
This year's "Discover New Harmonies with Japanese Sake" campaign brings together 19 culinary destinations, each offering a distinct lens into the art of pairing. Among the standout participants are the Michelin-starred WHITEGRASS, where French finesse meets Japanese elegance; the genre-defying NOURI, known for its cross-cultural storytelling; the bold and convivialThe Boiler Seafood Bar & Restaurant, a local favourite for Cajun-style feasts; and the refined The Spot, where modern European cuisine is infused with Southeast Asian flair. From haute cuisine to heartwarming comfort fare, these restaurants have crafted pairings that go beyond seafood—embracing meat and vegetables—to reveal sake's quiet brilliance across the plate. Whether you're a seasoned connoisseur or newly curious, this campaign invites you to experience sake as a versatile companion to global gastronomy.
Where Harmony Meets Haute Cuisine: A Curated Look at Four Distinctive Culinary Collaborations
Located within the historic Chijmes enclave, WHITEGRASS is a sanctuary of refined French cuisine delicately laced with Japanese sensibility. Under the direction of Head ChefTakuya Yamashita, whose culinary journey spans Michelin-starred kitchens in Tokyo and Paris, the restaurant is known for its nature-inspired philosophy and poetic plating. For this year's campaign, WHITEGRASS presents two exquisite pairings:
Lobster with Kabu and Yellow Yuzu, a dish that balances oceanic sweetness with earthy turnip and citrus brightness, paired with Nanbu Bijin Junmai Ginjo Ginginga, a sake that enhances umami while leaving a clean, lingering finish.
Amadai with Sauce Dugléré and Tokachi Mushroom, where the creamy elegance of French sauce meets the subtle depth of Japanese mushrooms, elevated by the dry, structured grace of Kuromatsu Hakushika Yamada Nishiki Karakuchi Junmai Silk. Each pairing is a study in restraint and refinement, echoing the restaurant's ethos of seasonality and cross-cultural elegance.
At NOURI, food is philosophy. Helmed by Brazilian ChefIvan Brehm, whose heritage spans six cultures and whose resume includes Per Se and The Fat Duck, NOURI is built on the idea that no cuisine exists in isolation. Its "Crossroads Thinking" approach explores the intersections of global culinary traditions, resulting in dishes that are both intellectually provocative and emotionally resonant.
Black Gold, a composition of fragrant Koshihikari rice, Kampot peppercorns, and black fig sofrito, finished with gold leaf, reflects the timeless exchange of rice and spice. It is paired with DASSAI Future – with Farmers, a sake that celebrates the purity of rice and the dedication of its cultivators.
Boeuf à la Presse, featuring A5 Keisan-gyu wagyu ribeye with crisp white kimchi and pressed jus, is a meditation on meat as sustenance and ritual. The pairing with Heavensake Label Noir bridges French joie de vivre with Japanese craftsmanship, creating a dialogue across continents. NOURI's pairings are not just culinary—they are cultural narratives told through flavour.
- The Boiler Seafood Bar & Restaurant Homegrown Cajun Seafood Boil | Raffles Avenue, Singapore
Founded in 2008, The Boiler is Singapore's spirited answer to the Southern seafood boil—bold, communal, and unapologetically flavourful. Led by Chef Jay, whose 18 years of experience infuse every pot with precision and passion, the restaurant is known for its eleven-spice signature blend and lively dining atmosphere.
The Signature Chilli Crab, slow-cooked in a rich, spicy-sweet sauce, is paired with Keigetsu CEL24 Junmai Daiginjo 50, whose fruity notes and clean finish refresh the palate between bites.
The Grilled Lobster with Secret Spiced Glaze, flame-kissed and caramelised, finds its match in Hourai Junmai Daiginjo Irootoko, a sake with melon aroma, creamy mouthfeel, and crisp finish. The Boiler's pairings bring sake into the realm of comfort and celebration, proving that elegance can be found in the most joyful of feasts.
- The Spot Contemporary European with Southeast Asian Flair | Marina One, Singapore
Situated in the heart of Singapore's Central Business District, The Spot is a modern restaurant and bar that blends European technique with Southeast Asian soul. Led by Chef Louis Lee, whose training in modern European gastronomy and Japanese-fusion cuisine informs every dish, The Spot is a destination for business lunches, intimate dinners, and after-work indulgence.
Hay-Smoked Bonito Tataki, kombu-cured and gently smoked over hay, is served with wasabi ponzu and yuzu-chilli coulis. The pairing with Shuchuzaishin Daidai Junmai Ginjo offers crisp acidity that balances the dish's smoky depth.
Binchotan-Grilled Sawara, dry-aged and charcoal-grilled, is layered with koji-zucchini purée, miso-butter rice vinegar sauce, and ikura. Paired with Niwa no Uguisu Junmai Ginjo 60, the sake's soft fruit notes and gentle acidity mirror the dish's complexity. The Spot's pairings are a masterclass in balance—where boldness meets restraint, and sake finds new resonance in contemporary cuisine.
The Elegance of Pairing: A Refined Toast to Sake's Global Cross-Cultural Harmony
"This year's campaign is a tribute to culinary diversity—an ode to the richness of ingredients, the convergence of cultures, and the boundless artistry of pairing," shared Ms. Akiko Onishi, Senior Director of JFOODO. "With Discover New Harmonies with Japanese Sake, we invite diners to reimagine sake not merely as a traditional libation, but as a refined and versatile companion to global cuisine. Whether gracing seafood, embracing meat, or accenting vegetables, sake brings a quiet sophistication—one that deepens flavour, bridges traditions, and celebrates the universal language of taste."
The campaign runs throughout November, inviting food lovers to embark on a curated journey of taste and tradition. Each pairing is a dialogue between chef and brewer, plate and glass—an invitation to discover new harmonies.
For complete restaurant listings and pairing menus, please see below:
Appendix 1 - List of participating restaurants (*Alphabetical Order)
Restaurant Name
Address
8picure
428 River Valley Road, #01‑04, Singapore 248327
Appetite
72A Amoy Street, Singapore 069891
Café Nesuto
2 Orchard Turn, #04‑27 to 32, ION Orchard, Singapore 238801
CASA CICHETI
78 Guan Chuan Street, #01‑41, Singapore 160078
Fiasco by Juice
66 Kampong Bugis, Level M, Singapore 338987
Imperial Treasure Bar + Grill
1 Kim Seng Promenade, #02‑111, Great World, Singapore 237994
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About JFOODO
JFOODO, which stands for The Japan Food Product Overseas Promotion Center, was established in 2017 by the Japanese government as part of the Japan External Trade Organization (JETRO). JFOODO collaborates with industry partners to showcase the quality, diversity, and authenticity of Japanese food and beverages through various campaigns and events. The mission is to enhance the export of Japanese agricultural, forestry, fishery, and food products and to brand and promote these products globally.
In Japanese, culture can be expressed as 「風土」(pronounced as "fudo"), which incidentally rhymes with "JFOODO." The name also reflects their aspiration to increase worldwide recognition and appreciation for Japanese food, akin to how other aspects of Japanese culture have gained international acclaim. In Japanese, the kanji character「道」(read as "dō") symbolises "the way" or "the code." JFOODO strives to embrace and promote "the way of food" alongside Japanese culture to captivate global audiences and cultivate a deep appreciation for Japanese food and its rich heritage.
