JA Group, an organizational network of Japanese agricultural cooperatives (JAs), held a special event to attract Chinese consumers with tasty Japanese rice on March 5-6 at a department store in Shanghai, China. The event was arranged in conjunction with a project of Japanese rice export promotion launched in Shanghai jointly by the Japanese Ministry of Agriculture, Forestry and Fisheries and other agencies.
JA-ZENCHU president, Choe Okuno, offers Japanese rice meals to Chinese consumers for their tastings. (in Shanghai, China)
A special site prepared at the Isetan Department Store in Shanghai appealed Japanese rice to Shanghai citizens through various ways such as tasting and sale, video playing and panel displaying.
Customers of the Department Store enjoyed tastings of rice balls, curry rice and yellowtail sushi prepared by the JA Group people, which meals were cooked with brand rice varieties of “Tsuyahime” of Yamagata prefecture and “Koshihikari” of Ishikawa prefecture.
Choe Okuno, president of JA-ZENCHU, a representative organization of the JA Group, joined the publicity event and served Japanese dishes to Shanghai citizens for their tastings.
Two-kilogram packs of milled Japanese rice were sold at the special corner. Customers were provided with information on how to rinse and boil Japanese rice to enjoy its good taste.
(March 7, 2016)