While day one of Vinexpo Asia 2025 felt rather subdued for some spirit makers, it was an opportunity for Japan’s iconic Umeshu brand Choya to reaffirm its standing and foray into Southeast Asia.
President and CEO and Shigehiro Kondo and Seiji Susuki, Deputy General Manager (Overseas) of Choya Umeshu, acknowledged the mismatch between the wine-dominant event and their plum-based liqueur offering. “This is mainly a wine exhibition, and we are selling spirits. But people are enjoying Choya – it’s easy to drink, sweet, and approachable,” he said, noting that their introduction of an ice tap machine drew curiosity and allowed visitors to try Umeshu “on the rocks”, the traditional way it’s consumed in Japan.
Choya’s footprint in Southeast Asia continues to expand. “We currently hold around 30% of our Southeast Asia sales in both retail and duty-free channels,” Susuki shared. “Singapore is a strong market for us, accounting for nearly a third of our sales in the region. But Thailand is a key priority this year – we’re looking at launching an exclusive Choya bar there.”
The company is drawing inspiration from its existing flagship bars in Tokyo’s Ginza district and Hong Kong, which exclusively serve 50 to 60 Choya-based cocktails. The idea is to showcase Umeshu’s mixability and appeal to a younger and more cosmopolitan audience.
The Choya Ginza bar Hong Kong opened last September and is located in the Causeway Bay area, known as a hub for fashion, dining, and trends, and often referred to as Hong Kong’s Ginza. The Choya Ginza BAR originally opened in Tokyo’s Ginza in November 2019 as a flagship bar with the aim of cultivating Japanese ume fruit culture and promoting The Choya brand globally through a new style. Since then, it has grown into a popular bar, welcoming over 20,000 domestic and international customers annually.
1.5 million cases annually
Globally, Choya sells over 1.5 million cases annually, with the USA as its largest market. “We’re also seeing good traction in Europe,” Susuki added. The brand operates three factories in Japan with a combined capacity of 4.5 million cartons (12 bottles of 700ml each). International operations include a bottling subsidiary in China and processing and bottling in Germany, which covers the European market (1.6 million bottles annually).
Umeshu – the liqueur made from the ume fruit (a type of Japanese plum) steeped in alcohol and sugar – has deep cultural and historical roots. “Originally, Umeshu was a homemade health tonic in Japan,” explained Shigehiro Kondo. “Choya was among the first to commercialise it. My grandfather founded the business, and I’m the fifth-generation president.”
Pioneers of Umeshu
Though Choya began as a viticulturist’s family farm in 1914, it was in 1959 that the company transitioned to producing Umeshu, driven by a desire to preserve a truly Japanese tradition. Over time, through careful R&D, Choya refined the process, aging ume in controlled conditions to retain their natural organic acids and distinctive aromas.
“In Japan, ume is considered a health drink,” he noted. “It contains organic acids and compounds similar to almond. It’s not just about taste—it’s about wellbeing.”
Today, Choya preserves the fruit in Japanese spirits or brandy, allowing it to have a shelf life of up to 10 years. Facing a recent shortage in ume crops, Choya had planned ahead. “We have procured enough ume for the next three years,” he confirmed.
Market Leadership
Choya holds over 50% market share in Japan, but the competition is fierce with more than 360 producers in the space. Despite the challenges, the company is confident in its strategy. Interestingly, while Japan is the largest consumer and producer of the ume fruit (with over 250 grades), China is the second largest, though it tends to cultivate the plant more for its flowers than fruit.
Recognising the growing health and wellness trends, Choya has also innovated with a non-alcoholic version of Umeshu that retains the same fruity, tangy character minus the alcohol. “It’s aimed at those who want the benefits and taste of ume without the alcohol,” Susuki said.
With its powerful “The Power of Ume” slogan, Choya continues to blend tradition with innovation. As Southeast Asia’s appreciation for unique spirits grows, Choya is positioning itself not just as a beverage brand, but as a cultural ambassador for one of Japan’s most cherished creations.
“Our goal is to bring joy and health through ume,” Shigehiro Kondo concluded. “And that means continuing to find new value in this remarkable fruit.”