Gourmandizing television personality Hidehiko Ishizuka has a famously large appetite. Apparently, the portly comedian also has a taste for Japanese sake. On a clear February afternoon in the sake-producing region of Fushimi, just south of Kyoto, a camera crew forms a tight circle around Ishizuka as he samples a glass of sake in the tasting room of Matsumoto Shuzo, a historical brewery and designated heritage site.

“This sake is dangerously good,” he murmurs appreciatively. After a few more sips, he declares his signature catchphrase, “maiu” (a play on the Japanese word umai, meaning “delicious”).

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