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Rice industry aims to boost China sales

Dec 27 2018

December 26, 2018 ( The Japan News )


TOKYO (Jiji Press) — The Japanese public and private sectors are redoubling their efforts to sell Japan-made rice to China.

Teaming up with Kobe, Hyogo Prefecture-based rice wholesaler Shinmei Co. and other parties, the agriculture ministry is promoting a campaign to encourage Japanese companies operating in China to present Japanese rice to clients and employees ahead of Chinese New Year next February.

The rice brands covered by the campaign include Koshihikari from Toyama and Kyoto prefectures and Nanatsuboshi from Hokkaido.

For the campaign, a Japanese-style package featuring the color red to celebrate the turn of the lunar year is available.

On Dec. 1, Zensho Holdings Co. launched 12 types of gyudon beef-on-rice bowl using Japanese rice at 216 Sukiya chain restaurants in Shanghai.

The special gyudon menu, which is available for about a month and costs 50 percent more than gyudon using Chinese rice, is attracting local customers, the company said.

House Foods Group Inc. is holding sales events that allow Chinese consumers to try just-cooked Japanese rice and curry using its Java Curry roux at supermarkets and department stores.

Japanese rice producers as well as the ministry hope to expand rice exports amid a decline in consumption at home.