SEAFOOD LOVES SAKE. Campaign is Coming Again
The SEAFOOD LOVES SAKE. campaign has ended.
Thank you to everyone who participated!
From January 5 to the 18th, the "Seafood Loves Sake" campaign has held at the YATA Kwai Fong and Yuen Long store. At YATA, customers who bought a pair of sake and seafood such as Japanese crab and sea bream were given a Japanese sake bag on a first-come-first-served basis, just like AEON, and it was very popular.
Since New Year's Day, restrictions about coronavirus have continued in Hong Kong, making it impossible to eat out at restaurants at night. Because of that, many customers seemed to be looking forward to trying a pairing menu of Cantonese seafood and sake with their family at home trying the Cantonese seafood recipe card shown at the store.
"Seafood Loves Sake" campaign was held from December 10 to 22nd at Aeon Whompoa and Kornhill stores. During the period, we presented a sake bag to customers who bought a pair of Japanese scallops and sake. On the weekends, a Kikisake-shi appeared at the store and introduced recommended pairing methods for seafood dishes and sake. We received favorable comments from customers who purchased our products at our stores, such as "I thought that sake should be match with Japanese food, so pairing with Cantonese seafood is fresh." "I'd love to try it at home.".
Seafood Loves Sake. Facebook Live Broadcast “Staying home Loves Sake ” was held on December 15 at 4PM. Follow our Facebook page to learn how to cook a delicious Cantonese seafood dish and to pair it with sake! You can also get a taste of Seafood x Sake by ordering a special menu from UberEats! What more was a special guest, Kathy Yuen join us too! Sounds exciting right?
Famous restaurants have come up with new original menus of "Cantonese seafood dishes x sake! In our Facebook video, you can learn about the menus' features and the "why" behind sake and Cantonese seafood pairing, while the chef will present you the wonderful cooking demonstration as well. Let’s check out the video to know the tips of pairing Cantonese seafood with SAKE!
An online seminar for restaurants and parties in food industry will be held. Ivan, an International kikisake-shi from Hong Kong, will give a lecture on sake and Cantonese seafood pairing. In addition, we will introduce the features of different sake brands by videos taken at various Japanese sake brewery.
A well-known artist, Kitty collaborated with Hong Kong's popular food media, “U Magazine” to hold an online cooking class on 12th Dec at 6:30PM and demonstrated how to cook Cantonese dishes that go well with sake! By watching this video, you can learn not only Kitty's recipes, but also the basics of SAKE and why they match Cantonese seafood. Let’s check it out really exciting KITTY's cooking class on video!
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.
The ability of sake to suppress fishy odors and enhance umami scientifically substantiates its strong affinity with seafood.
The iron and sulphuric acid (an antioxidant) present in white wine react with the fatty acids in seafood causing fishy odors.
Sake blocks the receptors in the nose that detect fishy odors.
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.
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.
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.
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.
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.