Toyo Rice Corporation, one of the major rice diversified manufacturers in Japan based at Chuo-ku, Tokyo, made an announcement that its own brand rice produced in Japan was certified and listed in the Guinness World Records as the “World’s Most Expensive Rice” (11,304 yen per 1 kg).
The Toyo Rice manufactured the “World’s Highest Quality Rice” by blending several varieties of rice, carefully selected from among top quality ones such as “Niigata-Koshihikari” and “Kumamoto-Nikomaru,” which were awarded gold prizes at the International Contest on Rice Taste Evaluation in 2015.
The Corporation applies a unique technology in polishing the brown rice of the selected varieties, which does not remove effective ingredients from the layer of rice grain during the process of polishing.
Thirty boxes of the “World’s Highest Quality Rice” (840 grams per box) was put on sale through the online shopping site of the Toyo Rice on June 29, and they were all sold out by July 3.
People of the Toyo Rice Corporation believed their online marketing achieved the highest price in rice marketing for general consumers in the world. Early this August, they submitted an application of a new record of the world’s most expensive rice to the record management office at the Guinness World Record Headquarter in London, UK.
On August 11, the price, which was calculated “11,304 yen per 1 kg” by excluding consumption tax and local postage, was certified and listed in the Guinness World Records. The “World’s Most Expensive Rice” costs 30 times more than ordinary rice at average supermarkets in the country.