TOKYO, Jan. 13 — Japan’s largest farmers’ group has tied up with Chinese e-commerce giant Alibaba Group to sell Japanese-grown rice in China, aiming to capitalize on China’s burgeoning online shopping market.
The National Federation of Agriculture Cooperative Associations (ZEN-NOH), the marketing arm of JA group, said on Jan. 12 that Koshihikari rice, harvested in Ishikawa and Mie prefectures, is now available through Alibaba’s online stores.
It is sold at 3,000 yen for a 2kg of rice bag, which is eight times more expensive than local Chinese-grown rice.
ZEN-NOH said there is growing demand for high-quality Japanese rice in China, thanks to the rising number of Chinese tourists visiting Japan.
The group now targets high-income Chinese consumers and also sells it as gifts and for other purposes in China. It will initially sell 4 metric tons of Japanese rice in China, with plans to scale-up volumes as well as varieties over time.
The move comes as Tokyo and Beijing may soon discuss easing a ban on Japanese food imports imposed after the 2011 Fukushima nuclear power plant accident.
The ban has remained in place on all the food imports from 10 prefectures affected by the accident, including Fukushima and Ibaraki.
Beijing also hasn’t resumed the importing of vegetables and fruits from other prefectures.
Experts say that the food import issue will be linked to political moves related to Tokyo and Beijing turning a new page for more constructive bilateral ties in the near future.
ZEN-NOH exported 375 metric tons of Japanese rice to China in 2016, down from the previous year’s record of 568 tons.