gubi gubi [adverb] 

The state of drinking sake, wine, etc., with a gulping sound in the throat.

Who We Are

GUBI GUBI is a Japanese wine importer and curator based in Amsterdam.

We introduce authentic, small-batch wines from Japan to Europe — connecting local producers with restaurants, retailers, and wine lovers who seek something truly distinctive.

The name “gubi gubi” comes from a Japanese onomatopoeia that describes the joyful act of drinking — simple, sincere, and human. It reflects our philosophy: wine should be approachable, cultural, and shared.

Our Story

Founded by Chihiro & Noriyuki Oka, GUBI GUBI began as a passion to share the untold story of Japanese wine in Europe.

While living in the Netherlands, we discovered that few people had ever tasted Japan’s modern wines — wines shaped by volcanic soils, intense rainfall, and a spirit of precision and craftsmanship.

We started small, partnering directly with independent Japanese producers, visiting vineyards, and selecting wines that express each region’s identity.

From Yamanashi’s delicate Koshu to Nagano’s vibrant Muscat Bailey A, our portfolio represents Japan’s diversity and creativity.

What We Do

1. Import & Distribution: Supplying Japanese wines to restaurants, hotels, and retailers across Europe.

2. Curation: Selecting boutique producers who focus on sustainable viticulture and minimal intervention.

3. Education: Sharing stories of terroir, craftsmanship, and food pairing with sommeliers and professionals.

4. Culture Exchange: Promoting mutual understanding between Japan and Europe through the language of wine.

Each bottle we import carries not only flavor but also a narrative — of climate, patience, and craftsmanship born in Japan.

Trusted by Professionals

Our wines are featured in Michelin-starred restaurants and even served at the Embassy of Japan in the Germany, affirming their quality and authenticity.

We collaborate with chefs, sommeliers, and retailers who value precision, balance, and the quiet elegance that define Japanese winemaking.

Our Philosophy

To drink wine is to connect — with place, with people, and with stories. We believe that Japanese wine embodies a unique harmony of nature and culture.

Through every partnership, we aim to create long-term relationships built on respect, transparency, and shared curiosity.

Contact Us

Are you a restaurant, hotel, or retailer interested in Japanese wines? Visit our For Professionals page or contact us directly: info@gubi-gubi.nl