JFOODO (Japan Food Product Overseas Promotion Centre) is set to launch its annual Japanese sake pairing campaign in Malaysia, returning this year under the vibrant theme “Discover New Harmonies with Japanese Sake.”

The month-long celebration will begin on 1 November 2025 and will feature a carefully curated series of dining experiences across 15 acclaimed restaurants in Kuala Lumpur, Johor Bahru, Penang, and Ipoh.

Japanese Spirit

This 2025 edition builds on the campaign’s growing presence in Malaysia, broadening its culinary scope beyond traditional Japanese fare. Diners will be invited to experience 30 unique sake pairings, thoughtfully composed to complement flavours drawn from a variety of global cuisines.

From contemporary Western and Australian influences to Indian, Thai and even Mexican inspirations, the campaign aims to showcase sake’s remarkable versatility as a dining companion.

Among the participating establishments are several standout names within Malaysia’s dining scene. Kuala Lumpur’s Michelin-starred Bar.Kar KL Restaurant will offer refined pairings that highlight subtle umami layers and intricate flavour balance.

Malaysian Flavours

In Johor Bahru, the Mediterranean-inspired Michelle Butcherie & Kitchen presents a fresh interpretation of sake alongside flame-kissed meats and seasonal vegetables. Over in Penang, Platta Café & Dining introduces approachable pairing menus suited to both seasoned sake enthusiasts and curious first-timers.

Meanwhile, in Ipoh, the inventive culinary team at Opëam showcases sake’s ability to enhance texture and aroma in unexpected ways.

Exploration Of Cuisine

The campaign aims not only to introduce more Malaysians to the diversity of Japanese sake, but also to encourage a new perspective on how it can be enjoyed. While sake is still widely associated with traditional Japanese dining, JFOODO hopes this initiative will inspire diners to explore sake as a versatile, cross-cultural companion to both everyday meals and special occasions.

Speaking about the campaign, Ms. Akiko Onishi, Senior Director of JFOODO, shared:

“This year’s campaign is a celebration of culinary diversity and the subtle brilliance of Japanese sake. Whether you are already familiar with sake or simply curious to learn, we invite diners across Malaysia to discover new flavour harmonies and memorable dining moments.”

The full list of participating restaurants and pairing menus is available through JFOODO’s official campaign channels.