“日本清酒発祥の地” 奈良伝統の奈良酒を「オーストラリア酒フェスティバル2024」で世界へ発信！併せてユネスコ無形文化遺産に登録された魅力ある奈良の文化を紹介

「最高峰の有形と無形の文化遺産が融合する聖地・奈良公園の国際ブランド構築・発信事業」推進委員会は、 本年9月28日から29日（現地時間）にオーストラリアのシドニーで開催する「オーストラリア酒フェスティバル2024」に出展します。

酒フェスティバルでは「伝統的酒造り」をはじめ「和食」「能楽」「伝統建築工匠の技」といったユネスコ無形文化遺産に登録された奈良の文化も紹介します。加えて「侘茶・茶道」をテーマとして新たに開発・造成した5つの着地型ツアーのPRと販売を展開します。

 　

「最高峰の有形と無形の文化遺産が融合する聖地・奈良公園の国際ブランド構築・発信事業」は、令和６年度日本博2.0事業（委託型）」（以下、「日本博2.0」）として採択されたものです。

本事業では、広く奈良の食と酒、歴史文化を軸とした観光の魅力を伝えていく他、奈良にゆかりの深い能楽や雅楽、伝統建築、茶道を体験テーマとした観光コンテンツづくり、さらには世界に類を見ない有形と無形の文化遺産の融合する聖地「奈良公園」の魅力の情報発信、にも取り組んでいきます。

【令和６年度実施事業】

有形と無形の最高峰の文化財の融合を新たな基点とした5つのツアーコンテンツの開発・実証を行います。また、有形と無形の文化財が融合する聖地・奈良公園の悠久の歴史を綴ったブックレット・動画の制作や、インバウンド受け入れの基盤となる「伝わる」多言語ツール作成と受け入れ人材の育成、インバウンドへ直接つながる海外プロモーションを実施していきます。

※「最高峰の有形と無形の文化遺産が融合する聖地・奈良公園の国際ブランド構築・発信事業」推進委員会は次のメンバーを中心に構成され、自治体との連携の下推進します。（順不同）

ソーシャル・サイエンス・ラボ、奈良県酒造組合、NPO奈良能、川井徳子（ノブレスグループ代表）、水上和之（奈良酒造組合）、藤丸正明（地域活性局）、日本の食の聖地巡礼・NARA

海豪うるる（地方創生コンサルタント・広報及び地域連携推進）

連携団体：奈良県（万博推進室、奈良県観光局、奈良公園室）

＊本リリースを発信している公益社団法人ソーシャル・サイエンス・ラボは、「最高峰の有形と無形の文化遺産が融合する聖地・奈良公園の国際ブランド構築・発信事業」推進委員会のメンバーです。

【本件のお問合せ先】

「最高峰の有形と無形の文化遺産が融合する聖地・奈良公園の国際ブランド構築・

発信事業」推進委員会 広報事務局（公益社団法人ソーシャル・サイエンス・ラボ内）

E-mail：info@s-s-l.jp　 Tel：0742-20-7807 受付時間／平日10：00～17：00まで

＊和文リリースのPDFデータが下記からダウンロードできます。

d88700-11-8a26c65bb7818a963442e2819cdfe91b.pdf

---

【English】

Nara, “the Heartland of Japanese sake”

Traditional Nara sake will be promoted to the world

at the Australian Sake Festival 2024!

The fascinating culture of Nara, which has been registered as a UNESCO Intangible Cultural Heritage will also be introduced.

Promotion Committee for the “Project to Build and Promote the International Brand of Nara Park, a Sanctuary Where the Highest Level of Tangible and Intangible Cultural Heritage Comes Together” will be exhibiting at the Australian Sake Festival 2024, which will be held in Sydney, Australia from September 28th to 29th (local time) this year.

Australia has a stable economy and population growth, and there is a high level of interest in Japanese food and traditional culture. Their desire to visit Japan and purchasing power are also high; a survey of visitors to last year’s Sake Festival showed that 70% had been to Japan, and 87% of visitors said they were planning to or considering visiting Japan within the next 12 months. The average purchase amount at the venue was high, at JPY 23,000 on average, in addition to JPY 6,000 admission fee. Sake exports from Japan are also growing, ranking 8th (National Tax Agency statistics, 2023). Last year, the Sake Festival (held in Sydney), which was held over two days, attracted approximately 6,500 visitors.

 

 

Currently, “traditional Japanese sake brewing” is aiming to be registered as an intangible cultural heritage by UNESCO. Among them, “seishu” (refined sake) is a cultural heritage that Japan can be proud of, originating from Shoryakuji Temple in Nara Prefecture during the Muromachi period. This time, we will be offering tastings and sales of 10 varieties of “Nara Sake”, a seishu from Nara Prefecture. By introducing Nara sake as one of the great attractions of Nara, the “heartland” of Japanese history and culture, we aim to increase awareness of Nara sake and promote it both domestically and internationally as one of the attractions that will stimulate inbound demand for Nara Prefecture. At the Australian Sake Festival 2024 we will introduce Nara culture, which has been registered as an intangible cultural heritage by UNESCO, including “traditional Japanese sake brewing”, ” Washoku”, ” Nôgaku theatre” and “Japanese architectural craft “. In addition, we will promote and sell five new destination tours that have been developed and organized around the theme of “Wabicha/Tea Ceremony.”

The “Project to Build and Promote the International Brand of Nara Park, a Sanctuary Where the Highest Level of Tangible and Intangible Cultural Heritage Comes Together” was selected as part of the FY2024 Japan Cultural Expo 2.0 Project (by commission) (hereinafter referred to as “Japan Cultural Expo 2.0”).

This project will not only broadly promote the attractions of tourism centered on Nara’s food, sake, history and culture, but will also work to create tourist content based on the theme of experiencing Nôgaku theatre, Gagaku, Japanese architectural craft and tea ceremony, which are closely related to Nara, and to disseminate information about the appeal of Nara Park, a sanctuary that is unique in the world and combines tangible and intangible cultural heritage.

【FY2024 implementation projects】

We will develop and verify five tour contents based on a new approach that fuses the highest level of tangible and intangible cultural assets, produced booklets and videos that tell the eternal history of Nara Park, a Sanctuary where tangible and intangible cultural assets come together, created multilingual tools that communicate and serve as the foundation for welcoming inbound tourists, developed human resources to welcome them, and conducted overseas promotions that reach inbound tourists directly.

The Promotion Committee for the “Project to Build and Promote the International Brand of Nara Park, a Sanctuary Where the Highest Level of Tangible and Intangible Cultural Heritage Comes Together” will be composed mainly of the following members and will work in cooperation with the local government, Nara Prefecture (Expo Promotion Office, Nara Prefecture Tourism Bureau, Nara Park Office). 
Social Science Lab, Nara Prefecture Sake Brewers Association, NPO Nara Noh, Noriko Kawai (Representative of Noblesse Group), Kazuyuki Mizukami (Nara Sake Brewers Association), Masaaki Fujimaru (Regional Revitalization Bureau), Pilgrimage to Japan’s Food heartland – NARA, Ururu Kaigo (Regional Revitalization Consultant, Director of Public Relations and Regional Collaboration Promotion)

For inquiries regarding this matter, please contact:

Public Relations Office of Promotion Committee for the “Project to Build and Promote the International Brand of Nara Park, a Sanctuary Where the Highest Level of Tangible and Intangible Cultural Heritage Comes Together (Social Science Lab, a public interest incorporated association)

Mail: info@s-s-l.jp　 Phone: +81-742-20-7807   Business hours: weekdays 10:00am～5:00pm

＊The press release in English can be downloaded below.

d88700-11-e6c3cc6258d82fca63382e38fd017989.pdf