The resurgence of tourism in Japan has led to a sharp increase in white rice consumption. To meet the high demand for high-quality meals, many local restaurants and accommodation operators are seeking domestically produced rice, resulting in a tight supply.
TOKYO, JAPAN (MERXWIRE) – Fluffy and slightly sweet, Japanese white rice is often the first thing travellers fall in love with upon arriving in Japan. Whether served with sushi, donburi, teishoku, or in a bento box, rice is more than just a staple—it’s the soul of washoku, Japanese cuisine. However, lately, this beloved bowl of rice has quietly become more expensive. Shoppers are now noticing: why is a bag of rice suddenly over 4,000 yen?
As of mid-May 2025, the average retail price of a standard 5-kilogram bag of white rice has surged to 4,285 yen, nearly double compared to the same time last year. Supermarkets in Tokyo have begun limiting purchases, and convenience stores have discreetly raised the price of onigiri. According to Japan’s Ministry of Agriculture, Forestry, and Fisheries, some premium varieties, such as Niigata’s Koshihikari, are selling for approximately 5,000 yen per bag.
Three main factors contribute to this sharp rise: climate, structure, and demand. First, the abnormal heat and drought in the summer of 2023 had a significant impact on crop yields. Official statistics show rice production in 2023 declined by about 3% year-on-year. Second, Japan’s long-standing policy of crop adjustment—which encouraged farmers to reduce rice planting or switch to other crops—has reduced the flexibility in supply. Third, the revival of tourism has triggered an explosive increase in demand for rice from the food and hospitality sectors.
Data from the Japan Tourism Agency indicate that over 30 million foreign visitors visited Japan in 2024, representing a 65% increase from 2023. This influx has driven a spike in demand for domestically produced rice as restaurants and eateries strive to maintain high-quality Japanese cuisine. Not only are sushi restaurants and upscale ryotei competing for premium rice, but consumption has also surged in major tourist hotspots like Hokkaido, Kyoto, and Tokyo, further pushing up prices.
In addition to the demand for tourism, Japanese agriculture itself also faces climate and institutional challenges. In 2023, Japan encountered an extreme environment. High temperatures and drought in the summer caused a sharp drop in rice production, which was only 85% of the average of the past decade. Farmers in some areas, such as Niigata and Akita, suffered heavy losses, with both quality and quantity declining.
In the long term, Japanese agriculture is facing the problems of ageing and loss of arable land. Statistics from the Ministry of Agriculture, Forestry, and Fisheries show that the average age of Japanese rice farmers is over 67, and there are not enough new farmers, resulting in a decrease in cultivated land area year by year. In addition, the Japanese government has long implemented a policy of reducing rice production, which has controlled overproduction but also weakened its ability to adjust to demand and rebound flexibly. This resulted in a lack of sufficient production capacity to respond when the market suddenly turned prosperous.
Changes in rice prices not only affect family tables but also affect the local economy. Local farmers’ associations have expressed the hope that the government will be able to strike a better balance between the tourism boom and food stability in the future. In the future, stabilising domestic supply while meeting tourism demand will be a crucial issue in Japan’s economic and agricultural policies.