Celebrate Coming of Age with a glass of Echigo Koshihikari Beer!

10 Jan 2019

Coming of Age Day (成人の日 Seijin no Hi) is a Japanese holiday held annually on the second Monday of January. It is held in order to congratulate and encourage all those who have reached or will reach the age of majority between April 2 of the previous year and April 1 of the current year, and to help them realize that they have become adults. Festivities include coming of age ceremonies (成人式 seijin-shiki) held at local and prefectural offices, as well as after-parties among family and friends.

There are several theories regarding the holiday’s beginnings, including some that date back as far as the 700s, when a young prince presented his clothes and hair as a sign of becoming an adult. However, the official holiday began in 1946, when a small city in Saitama (currently Warabi City), organized an event to give hope to younger generations after World War II. Other municipalities began to follow and in 1948, Sejin no Hi was established as a national holiday to commemorate young adulthood and celebrate their journey to a new life on their own.

Young women will wear kimono, and males will wear Western style suit or hakata. Once the ceremony is over, the real celebrating begins with groups of friends visiting izakaya (Japanese pub restaurants), bars and pachinko parlors to ‘legally’ celebrate their passage into adulthood. If you visit an amusement park on the day, such as Disneyland, DisneySea, or Toshimaen you will no doubt see crowds of fancy kimono-dressed ‘adults’, as these locations have always been popular places to celebrate.

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Coming of Age Day welcomes new adults into society. In Japan, youth are officially considered adults at the age of 20. As an adult, they’re now allowed to drink, drive, smoke, and gamble legally.

The recommended drink for Coming of Age Day is beer since it is light taste, low alcohol and easy to drink. Echigo Koshihikari Beer is just the right drink for this occasion!

It is a pale ale with crisp and refreshing flavor, and exceptionally soothing and smooth quality. It has a sweet aroma of rice. Echigo Koshihikari is a true izakaya and sushi bar standout, it complements sushi, sashimi, yakitori served with salt (without tare sauce), etc. It is perfect even for young people who are just starting to drink alcohol.

Rice is harvested from the backyard of Echigo factory so it has the authentic taste that no other beer can offer.

Celebrate Coming of Age with a glass of Echigo Koshihikari Beer!

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