ArrowArtboardCreated with Sketch.Title ChevronTitle ChevronIcon FacebookIcon LinkedinIcon Mail ContactPath LayerIcon MailPositive ArrowIcon Print
Business trends

Japan's farmers double output of premium rice

Prefectures compete for high-end market as Tokyo's control over production ends

More premium rice bands are showing up in high-end stores, like the Mitsukoshi department store in Tokyo's ritzy Ginza district.

TOKYO -- Japanese rice farmers are expanding production of new, pricier brands, a move to shore up income as consumers eat less of the staple.

The output of 10 leading brands introduced in 2015 through 2018 is set to more than double this year to a little over 50,000 tons, a survey of prefectures found. Shinnosuke, from the famed rice-growing region of Niigata Prefecture, is set to post a 120% increase to 11,000 tons. Niigata is focusing on marketing the new grain in greater Tokyo, looking to boost name recognition in the country's largest market.

Sponsored Content

About Sponsored Content This content was commissioned by Nikkei's Global Business Bureau.

Discover the all new Nikkei Asia app

  • Take your reading anywhere with offline reading functions
  • Never miss a story with breaking news alerts
  • Customize your reading experience

Nikkei Asian Review, now known as Nikkei Asia, will be the voice of the Asian Century.

Celebrate our next chapter
Free access for everyone - Sep. 30

Find out more