【News】 MAFF & JETRO to promote sales of instant rice packs in Chinese markets (Dec. 21, 2016)

The Ministry of Agriculture, Forestry and Fisheries (MAFF) and the Japan External Trade Organization (JETRO) jointly plan to strengthen sales promotion activities of cooked rice packs for Chinese consumers.

The sales promotion will be carried out by distributing the rice packs to Chinese tourists as well as using instant rice packs at cooking classes for Chinese consumers in order to increase public recognition of the commodity among Chinese people.

With a view to continuously marketing cooked rice packs in China, cooking demonstrations and tastings are to be implemented at various places such as department stores, super markets and convenience stores in Chinese big cities.

MAFF and JETRO wish to make a breakthrough in sales expansion of Japanese rice in the Chinese market with exports of instant rice packs which Chinese consumers find it easy to eat at home. The cooked rice packs face less import barriers than milled rice in China.

Japan Rice and Rice Export Promotion Association (JRE) will pass out 100 thousand packs of cooked rice to Chinese tourists visiting Japan from the latter part of next January to March.

Instant rice packs will be given also to Chinese consumers visiting travel agents in big cities such as Shanghai, tax-free shops at airports and hotels in China.

JETRO also plans to organize sales promotions of cooked rice packs, including cooking demonstrations and tastings at convenience stores, department stores, super markets, and restaurants in China from next February.

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