Japan and Azerbaijan Collaborate, Using Sake as a Starting Point “Japan-Azerbaijan Cultural Exchange Reception 2026” Held at the Nogi Kaikan in Tokyo

Announcement of Preparations for the Launch of the Japan-Azerbaijan Exchange Promotion Association (JAZPA)

2026.07.03 10:30

THE JAPAN ESSENCE GLOBAL EXPO 2026 実行委員会

The THE JAPAN ESSENCE GLOBAL EXPO 2026 Executive Committee and uA Co., Ltd. held the “Japan-Azerbaijan Cultural Reception 2026” on Tuesday, June 16, 2026,at the Nogi Kaikan in Tokyo.

This reception was held with the aim of deepening cultural exchange between Japan and Azerbaijan and building ongoing cooperative relationships in the fields of people-to-people exchange, regional collaboration, tourism, and business.

日アゼル文化交流レセプション 2026 集合写真

Group Photo from the Japan-Azerbaijan Cultural Reception 2026

■ Key Points of This Release

・A multifaceted introduction to Japanese culture, including sake, Japanese tea and matcha experiences, kimono, traditional crafts, Japanese swords, art, and regional products.

・The Azerbaijani side presented information on its culture, products, market potential, and business development opportunities, and representatives from both sides engaged in direct exchanges.

・The 2026 Miss SAKE Azerbaijan representative visited Japan and spoke at the event, highlighting the significance of international cultural exchange with Japanese sake culture as a gateway.

・Announced the start of preparations to launch JAZPA (Japan-Azerbaijan Partnership Association) as a foundation for ongoing exchange.

■ A venue for exchange connecting the cultures, products, and businesses of both Japan and Azerbaijan

At the venue, a diverse range of programs were held to introduce Japanese culture, including sake, Japanese tea and matcha experiences, kimono, traditional crafts, Japanese swords, art, and regional products.At the same time, the Azerbaijani side introduced its own culture, products, and business opportunities, providing an opportunity for stakeholders from both Japan and Azerbaijan to deepen their exchanges.

アゼルバイジャン国旗を背景に、両国交流の意義を紹介

Highlighting the significance of bilateral exchange against the backdrop of the Azerbaijani flag

Attendees at this event included Mr. Jamid Movsumov, Representative of the Azerbaijan Franchising Association (AFA),Ms. Mariyam Abdullayeva, who was selected as Miss SAKE Azerbaijan 2026, and Mr. Kalantar Khalil, who has been involved in exchanges between Japan and Azerbaijan for many years, as well as numerous other stakeholders involved in culture, business, and regional exchanges.

Azerbaijani food, beverages, traditional crafts, and books were also on display at the venue, providing visitors with an opportunity to experience the country’s culture and market potential.

アゼルバイジャンの食品・飲料・地域産品などの展示

Exhibition of Azerbaijani food, beverages, and local products

■ Sharing the Potential of Japanese Companies and Brands in the Azerbaijani Market

Representing the Azerbaijani side, Mr. Jamid Movsumov took the stage to discuss the potential for Japanese companies and brands to expand into the Azerbaijani market, as well as franchise models, the establishment of business networks, and opportunities for expanding economic cooperation between the two countries.

This exchange went beyond mere cultural introduction; it served as a practical opportunity for Japanese companies, regional industries, and sectors such as food, beauty, health, and traditional crafts to establish connections with the Azerbaijani market.

Jamid Movsumov(ジャミド・モヴスモフ)氏によるプレゼンテーション

Presentation by Mr. Jamid Movsumov

■ 2026 Miss SAKE Azerbaijan Visits Japan and Takes the Stage

At this event, Mariyam Abdullayeva, Miss SAKE Azerbaijan 2026, took the stage and spoke about her respect for Japanese culture and the significance of promoting Japanese culture—including sake—in Azerbaijan.

Mariyam Abdullayeva was crowned Miss SAKE Azerbaijan 2026 at an event held in Kubá, Republic of Azerbaijan, in May 2026.Her visit to Japan to represent Azerbaijan and her appearance at an international cultural exchange event held in Tokyo served as an opportunity to demonstrate that the activities of Miss SAKE Azerbaijan are expanding as a form of cultural exchange connecting Japan and Azerbaijan.

The Miss SAKE Azerbaijan initiative serves as a bridge to deepen mutual understanding between Japan and Azerbaijan, using Japanese sake culture as a gateway.Through sake, the program aims to convey Japan’s regional diversity, traditions, craftsmanship, food culture, and etiquette to Azerbaijan, while also creating opportunities for Azerbaijan’s younger generation to experience Japanese culture and actively participate in international cultural exchange.

2026 Miss SAKE Azerbaijan Mariyam Abdullayeva(マリヤム・アブドゥラエワ)氏の登壇

2026 Miss SAKE Azerbaijan Mariyam Abdullayeva Takes the Stage

Miss SAKE Azerbaijan

■ Hands-on Cultural Exchange Through Sake, Matcha, Kimono, and Traditional Crafts

At this event, we held programs that allowed participants to experience Japanese culture firsthand, including an introduction to sake culture by Ms. Mika Onishi, Representative Director of the General Incorporated Association Miss SAKE, as well as hands-on experiences with sake, Japanese tea and matcha, kimono, traditional crafts, Japanese swords, and art, led by Miss SAKE representatives.

During the sake experience, attendees learned about the taste, serving methods, and cultural background of sake, which was presented not merely as a beverage but as a cultural element that conveys Japan’s regional culture and traditional values to the world.

Miss SAKE関係者による日本酒文化の紹介

Introduction to Sake Culture by Miss SAKE Representatives

For the matcha experience, with the cooperation of Mr. Ken Takehisa, Associate Professor at the Omotesenke School of Tea Ceremony, the session was conducted in an accessible manner so that international participants could feel a part of Japanese culture firsthand.Furthermore, with the cooperation of sword smiths, traditional craftspeople, and Japanese tea experts, this event went beyond a mere exhibition to become a venue where participants could actively engage in hands-on experiences, engage in dialogue, and deepen mutual understanding.

お抹茶体験の様子

Scenes from the Matcha Experience

■ Preparations Begin for the Launch of “JAZPA” as a Platform for Ongoing Exchange

JAZPA

At the conclusion of the event, Hitoshi Usukura, Representative Director of uA Co., Ltd. and Chair of the Executive Committee for THE JAPAN ESSENCE GLOBAL EXPO 2026, announced plans to begin preparations for the launch of JAZPA (Japan-Azerbaijan Partnership Association /Japan-Azerbaijan Exchange Promotion Association).

JAZPA aims to connect experts, companies, and organizations active in fields such as culture, tourism, education, regional industries, food, beauty, health, traditional crafts, and business, with the goal of establishing a platform for ongoing cooperation between Japan and Azerbaijan.

Moving forward, in addition to cultural exchanges between the two countries, JAZPA plans to gradually advance initiatives such as exchange projects, information dissemination, on-site visits, corporate partnerships, and the planning of cultural programs, serving as a point of contact for Japanese companies, local governments, regional industries, and cultural stakeholders to maintain ongoing ties with Azerbaijan.

This reception was positioned as the first practical exchange opportunity leading up to the launch of JAZPA and marked an important step toward “THE JAPAN ESSENCE GLOBAL EXPO 2026,” scheduled to be held in Baku, Azerbaijan, in 2026.

■ Progress Toward “THE JAPAN ESSENCE GLOBAL EXPO 2026”

This reception was held as part of a cultural exchange initiative leading up to “THE JAPAN ESSENCE GLOBAL EXPO 2026,” scheduled to take place in Baku, Azerbaijan, in 2026.

At THE JAPAN ESSENCE GLOBAL EXPO 2026, we will introduce Japanese culture, regional industries, food, beauty, health,traditional crafts, and technology to Azerbaijan. It also aims to serve as a platform where, through collaboration with Azerbaijani businesses, cultural figures, the younger generation, and experts in various fields, both countries can mutually enhance their value and promote their appeal to neighboring nations.

The THE JAPAN ESSENCE GLOBAL EXPO 2026 Executive Committee will continue to work toward creating ongoing cultural exchange opportunities that connect Japan and Azerbaijan through international exchange activities centered on Japanese culture.

THE JAPAN ESSENCE GLOBAL EXPO 2026