Where love, which should be invisible, takes shape - Yagisaketen, Mr. Yagi

In this piece, we spoke with Masanori Yagi, owner of Yagi Saketen in Meito-ku, Nagoya.

We first met at the end of 2023. Welcoming us into a shop decorated with a large Christmas tree, Mr. and Mrs. Yagi offered such a sense of comfort that we immediately wanted to call them our "Nagoya mom and dad."

For over half a century since its founding, the shop once acted as a local neighborhood supplier—much like Mikawaya-san from the anime Sazae-san—but it has since evolved into a store that exclusively stocks sake infused with the passion of its creators.

Behind this story lies a man who once dreamed of becoming a chef. For Mr. Yagi, who has navigated many ups and downs, what does "love" truly look like?

Inheriting the creator’s love and sharing it with customers

Mr. Yagi says the moment he feels love in his work is "when I am able to act as a bridge, delivering products filled with the creator’s love to our customers."

Every bottle of sake is packed with the brewer’s knowledge, training, and the time of many people. He views themselves as merely receiving these precious gems. "That’s why I feel like I'm 'sharing' them with our customers."

That humble sentiment clearly resonates with the customers as well.

There are customers who have been coming for 50 years, since the time of his predecessor. There are new families introduced by those long-time patrons. There are those who travel from other prefectures just to visit this shop. And there are even those who stop by every single week without fail, often calling ahead if they can't make it to say, "I can't make it this week."

The shop is filled with many such warm relationships.

To me, love is what I receive from my family and my customers

When asked what "love" means to him personally, Mr. Yagi provided two answers:

"It’s 'what I receive from my customers.' And, of course, my family."

His college-aged daughter is always happy to help at pop-up events. Then there is his wife, who has walked alongside him since his twenties and stands in the shop with him every day. "It’s difficult to work together, so I’m truly grateful," he says, with his voice brimming with deep appreciation.

That love extends to the shop’s atmosphere as well. Mr. Yagi himself spent many late nights dismantling the commercial steel shelving that originally lined the shop, replacing it with handmade wooden shelves that radiate warmth. On one shelf, a goat figurine given to him by a customer was displayed with care.

At Yagi Saketen, you might fall under the illusion that you can actually see love, a thing that should be intangible. It’s the feeling of wanting to stay in the shop forever, or the urge to stop by on a day when you’re feeling worn out. We invite you to lose yourself in the love cultivated by Mr. and Mrs. Yagi.