Tsuyoshi Endo | President

A seasoned entrepreneur and marketing specialist with over 25 years of experience in Australia. As the Managing Director of JAMS.TV, Australia’s leading Japanese-language media, he organises the "Australian Sake Festival," the largest event of its kind in the country. He founded ASA in 2022 and was invested as a "Sake Samurai" in 2025 by the Japan Sake Brewers Association Junior Council.

Current Positions: Managing Director, JAMS.TV Pty Ltd; Organiser, Australian Sake Festival

Simone Maynard | Director

Known as "Sake Mistress," Simone is a leading Australian sake educator, consultant, and writer. She was invested as a "Sake Samurai" in 2022. Leveraging her deep expertise, she serves as the Curator for the Australian Sake Festival, ensuring the event's professional and educational integrity. Her extensive network and specialist insights are vital to the calibre and credibility of the ASA judging process. ASA Head Judge.

Hiroshi Washiashi | Director

A founding member of JAMS.TV Pty Ltd, Hiroshi led the organisation as Managing Director for many years before becoming Chairperson in July 2022. His extensive experience in media management and deep roots within the Australia-Japan community provide essential support for ASA’s organisational foundation and governance.