Kikuhime views sake brewing like raising a child, and believes that by pouring love and care into the child's life, we can produce sake that is satisfying. The foundation of this is the careful selection of the highest quality raw rice, the full range of equipment, and the high level of skill and passion of the brewers, including the chief brewer. It is characterized by its attitude of incorporating new techniques while respecting the long history of sake and the techniques of its predecessors. Kikuhime continues to take on the challenge of producing the finest sake without compromise, with the belief that "Japanese sake is an intangible cultural asset" in mind.