Miyazaki Prefecture Reports on Korea Visit and Announces Museum Anniversary and Shochu Promotion

On September 2, Miyazaki Prefecture held a press conference to share the outcomes of Governor's recent visit to South Korea and to announce two major initiatives: the 30th anniversary celebration of the Miyazaki Prefectural Museum and new promotional tools for local Shochu.

Strengthening Tourism Ties with South Korea

The governor visited South Korea to deepen regional ties and explore opportunities to expand air routes between Miyazaki and Seoul. During the visit, ASIANA Airlines reported that the Miyazaki–Seoul route is performing well in terms of occupancy rates.

The governor also learned that Korean travelers are increasingly interested in regional Japanese cities, often entering the country via major urban hubs. In response, he expressed strong enthusiasm for attracting more Korean tourists and expanding flight services at Miyazaki Airport.

Miyazaki Prefectural Museum Marks 30th Anniversary

To commemorate its 30th anniversary, the Miyazaki Prefectural Museum will host a series of celebratory events. These include a special art exhibition in collaboration with the Hiroshima Art Museum and an official ceremony.

Additionally, the museum will present an exhibition featuring 50 selected items from its collection—chosen through public voting by local residents.

Shochu Promotion Targets new consumers both in Japan and abroad.

Miyazaki Prefecture also announced new efforts to promote Shochu, a traditional Japanese distilled spirit made from ingredients such as sweet potatoes, rice, barley, or brown sugar. Shochu is recognized as a UNESCO Intangible Cultural Heritage, and Miyazaki leads Japan in shipment volume, according to the Japan Sake & Shochu Makers Association.

Despite its domestic popularity, awareness of Shochu remains low among international audiences. To address this, the prefecture has produced two promotional handbooks:

- The first introduces the appeal of Shochu, recommended brands, ideal ways to enjoy it, and food pairings.

- The second is a cocktail recipe book supervised by a professional bartender, available in both Japanese and English.

These materials are being distributed at regional product shops and online, with the aim of reaching new consumers both in Japan and abroad.