SEAFOOD LOVES SAKE
About Sake

The SEAFOOD LOVES SAKE. Campaign

The SEAFOOD LOVES SAKE. Campaign

The 5th SEAFOOD LOVES SAKE. is back with "sophistication" and "trendy" as keywords. In collaboration with a number of acclaimed local restaurants and selected retailers, an innovative multi-element twist will be added to the familiar Cantonese seafood dining experience. Partner restaurants will launch menus that pair Cantonese seafood cuisine with Japanese Sake. Stimulate your taste buds by tasting classic Cantonese seafood dishes alongside Japanese Sake, and refine the overall dining experience. Savor a distinctive gastronomic sensation.

Beginning on 17th November and lasting for a month, partner restaurants will offer a creative limited-time "Cantonese seafood cuisine x Japanese Sake" menu. From 1st December onwards, designated retailer city'super will hold Sake-selling activities. Don't miss out on these exquisite and unprecedented pairings!

SEAFOOD LOVES SAKE. "Cantonese seafood cuisine x Japanese Sake" arrives at major Cantonese restaurants

SEAFOOD LOVES SAKE. "Cantonese seafood cuisine x Japanese Sake" arrives at major Cantonese restaurants

From 17th November to 17th December, SEAFOOD LOVES SAKE. will collaborate with a number of acclaimed local restaurants, offering a creative limited-time "Cantonese seafood cuisine x Japanese Sake" menu.

The Cantonese seafood cuisine and Japanese Sake pairing calls for savoring the gradual changes in your taste buds and relishing in an exquisite dining experience.

SEAFOOD LOVES SAKE. Restaurant Promotion Activities

SEAFOOD LOVES SAKE. promotional retail activity at city'super has officially begun!

The SEAFOOD LOVES SAKE. campaign has inaugurated at large-scale lifestyle specialty store city'super! From 1st December to 31 December, SEAFOOD LOVES SAKE. will feature a selection of premium Japanese Sake, delivered straight from Japanese Sake brewery to city'super at Harbour City in Tsim Sha Tsui and Times Square in Causeway Bay.

Sake of different styles and brands complements the diverse cooking styles of Cantonese cuisine. Find the perfect Sake for you and embellish your dining table.

SEAFOOD LOVES SAKE. promotional retail activity at city'super has officially begun!
SEAFOOD LOVES SAKE. Review Campaign

SEAFOOD LOVES SAKE. Review Campaign

2023 marks the fifth year of SEAFOOD LOVES SAKE. and an exciting Double Up Review Campaign awaits!

Activity 1:
From 17th November to 17th December, after ordering the "Cantonese seafood cuisine x Japanese Sake" limited-time menu and dining in-person at a partner restaurant, simply share your review on Facebook or Instagram with the hashtags #seafoodlovessake and #新派配搭嘗盡知味, set the post as publicly viewable, follow the official Facebook page of SEAFOOD LOVES SAKE., then you'll have a chance to win a Cantonese seafood cuisine and Japanese Sake dining experience for two at a well-known restaurant in Hong Kong!

Activity 2:
From 1st December to 31st December, purchase designated Japanese Sake from city'super at Harbour City in Tsim Sha Tsui and Times Square in Causeway Bay, follow the official Facebook page of SEAFOOD LOVES SAKE., send the purchase receipt via private message to the official Facebook page of SEAFOOD LOVES SAKE. The customer with the highest accumulated spend will win a Cantonese seafood cuisine and Japanese Sake dining experience for two at a well-known restaurant in Hong Kong!

SEAFOOD LOVES SAKE. Promotional Activities

Recommended Japanese Sake brands to be paired with signature Cantonese seafood dishes

Japanese Sake that pairs with Typhoon Shelter Fried Crab

Typhoon Shelter Fried Crab

About Sake

  • Sake Cancels out Fishy Aromas and Brings out Umami

    Surrounded by seas blessed with a rich diversity of marine life, seafood has always been at the heart of Japan’s food culture and like the culinary techniques used to prepare it, the flavors of Sake have evolved to match.
    It may be common practice to pair seafood with white wine and or light red wines, but in fact, it is Sake that provides the best match. Recent studies have revealed that the iron and sulphuric acid (an antioxidant) present in many wines can cause and even amplify fishy aromas. Sake contains no such antioxidants, and iron levels are close to zero, but Sake’s real trump card is that it is high in amino acids, which can enhance the umami in seafood.

    sake

    A scientifically substantiated mechanism

    The ability of Sake to suppress fishy odors and enhance umami scientifically substantiates its strong affinity with seafood.

    • Complementary Effect 1

      The iron and sulphuric acid (an antioxidant) present in white wine react with the fatty acids in seafood causing fishy odors.

      Complementary Effect 1
    • Complementary Effect 2

      Sake blocks the receptors in the nose that detect fishy odors.

      Complementary Effect 2
  • Special rice dedicated to Sake

    Sake is not made from the same kind of rice as used in Japan’s staple diet. Instead, special sakamai (brewer’s rice) is used, and this is what forms the basis of the umami (taste) of the Sake. With larger grains than those served at the dinner table, this rice is characterised by having low levels of protein and fats, which can ruin the flavour or aroma of Sake. There are over a hundred varieties of sakamai, a few notable ones of which are Yamada Nishiki and Gohyaku Mangoku.

  • Exquisite Sake comes from exquisite water

    Blessed with bountiful nature, Japan is a country full of fresh, bubbling springs of gentle, tasty water. This is another reason for its delicious Sake. In actual fact, Sake is 80% water, and much is used not only during fermentation and to adjust the alcohol content but also when washing and soaking the raw ingredients. As the saying goes, “A place with fine water produces fine Sake”, testament to the importance of tasty water is in Sake brewing.

  • Sake is created through a unique form of fermentation

    Sugar is needed to create alcohol. Grapes, for example, the raw ingredient of wine, contain natural sugars and so can be fermented into alcohol using a single fermentation process involving adding yeast. However, rice contains no sugar so cannot be fermented on its own. To make Sake, a process called ‘multiple parallel fermentation’ is used, which is unique to the world. At first, yeast is added to convert the starch in the rice into sugar in a ‘sugarizing’ process. This results in a koji (malt). In parallel to this, yeast is added to the sugar to turn it into alcohol by fermentation. This is what creates the rich umami.

  • The secret to umami is fermentation

    Umami is the most important element of Sake flavour. Amino acids are the basis of this umami, and Sake contains many times more amino acids than beer or wine. The sakamai does not originally contain these acids, but rather produces them in great quantities in the complex and unique fermentation process used to brew Sake. The volume of amino acids influences the strength of the Sake’s flavour. This in turn enhances the flavours of food with which it is shared, helping to make meals even more delicious.

  • The complex flavours of Sake can be classified into four basic types, +1

    Sake basically comes in four types - one a deeply fragrant and slightly citrus-tasting ‘aromatic’, another being ‘smooth and refreshing’ with a clean aroma, then there’s a ‘rich’ type with a strong, full umami, and lastly an ‘aged’ type characterised by its dry, grassy, nutty fragrance and lingering umami. But the ‘sparkling’, a dazzlingly refreshing carbonated addition to the above types shouldn’t be overlooked either. In more recent years a naturally sparkling type has also been developed and which is growing in popularity. Utilising secondary fermentation that takes place within the bottle itself, the Sake’s umami can be more directly savoured. Selecting the Sake that best suits your meal will further heighten the delicious synergy between food and drink.

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