American rice in Japan: changing attitudes following rice shortage

Heatwave, inflation, tourism – a triple whammy

The Japanese rice market has been hit by extreme heatwaves over the past year, which have had a negative impact on crop yields. At the same time, the rapid resumption of tourism has boosted domestic demand, while inflationary pressures have also taken their toll. Wholesale rice prices have risen by about 70% in a year, reaching their highest level since records began in 2006.

Price-sensitive decisions, new preferences

The change is already being felt on the gastronomic front lines. Arata Hirano, a restaurant owner in Tokyo, switched to American Calrose rice due to the severity of the situation, even though it would have been unthinkable not to cook with domestic ingredients. The price of Calrose has doubled in the meantime, but it is still cheaper than Japanese rice – and Hirano said: “unless domestic prices drop below Calrose, I have no plans to switch back.”

Tradition vs. adaptation

Japanese consumers are famous for their demanding nature when it comes to ingredients, especially when it comes to rice, which is not only a food but also a cultural symbol. However, the current emergency situation may also bring about a change in consumer attitudes. Restaurants and retailers are increasingly experimenting with alternative varieties, and they increasingly expect the Japanese public to be more open to non-domestic rices – especially if they are more affordable, even if they involve some compromise in taste.