Nakai’s first Korean sake exports used prepaid domestic delivery and repeat orders
International business story | A FY2025 Korean e-commerce buyer used prepayment and domestic delivery, with three additional orders reported during promotion.
Editorial desk
JETRO’s 20 August 2026 Nakai Shuzo case looks back at its first Korean sake exports in FY2025. A Japan Street product listing prompted an enquiry from Korean e-commerce buyer malltail, followed by an initial order and repeat business.
Founded in 1877 in Kurayoshi, Tottori, Nakai makes and sells sake while maintaining local brewing traditions. It also develops products such as liqueur using local pears. The Korean case concerns sake; other product categories must not be added to this result.
Malltail prepaid and purchased all stock after delivery to a warehouse in Japan. The brewery said those terms reduced its anxiety about exporting. FY2025 negotiations led to the first order, with smooth communication, but these terms are not presented as universal.
After the first transaction, Nakai joined malltail’s JAPAN MALL online promotion. The free programme did not provide detailed response data. The brewery perceived some effect because orders continued; this is not a measured conversion rate, return on spending or independent causal finding.
A JETRO officer, citing malltail, reported three additional orders during the FY2025 promotion. Malltail focuses on cross-border e-commerce rather than wholesale or stores, generally testing smaller lots before reordering. Order values and quantities were not disclosed.
Nakai considered quality, affordability and reliable supply a good match. Another Korean enquiry did not progress because it prioritised malltail; it was not a second customer win. Increasing overseas revenue and attending further exhibitions were future plans.
Sources
Some images in this article are generated illustrations.