TOKYO, Jan. 19 — Japanese brown rice exports have increased over the years, thanks to a growing appetite in Asian markets for its flavor and the potential health benefits, data from the finance ministry in Tokyo has shown. Promoting brown rice has become a key strategy for Japanese growers in its successful attempt to boost overall rice exports to Asia, traders say. They now increasingly place rice milling machines in close proximity to exporting markets to make their crop fresh. Japanese rice exports totaled 10,556 metric tons in the first 11 months of 2017, of which brown rice accounting for 40 percent. The brown rice export volume doubled, compared with … Continue reading →

TOKYO, Jan. 23 — The Farm Ministry of Japan released on the Internet a video introducing the initiatives of the country and some of its rice producers in order to promote rice export from Japan. The ministry explained Japan’s strategy to expand into the overseas market and interviewed some of domestic rice producers and traders who currently market Japanese rice in the U.S. and China. The purpose of the film is to have other domestic farmers and entities in rice retailing business realize that there is an enormous potential abroad and to encourage them to join the bandwagon. The 15-minute video highlights why it’s necessary to promote rice export when … Continue reading →

TOKYO, Jan. 23 – On January 24, the Ministry of Foreign Affairs of Japan launched a campaign to promote rice produced in Japan in cooperation with Japanese restaurants in two major cities in China. A total of 26 Japanese restaurants in Beijing and Shanghai are providing specialty meals using rice from Japan, such as hitsumabushi (grilled and chopped eel on rice) and yaki-onigiri (grilled seasoned rice balls). The campaign is also to introduce the diners Internet shopping sites that sell Japanese rice. This way, it intends to make more people buy and eat them and expand the exports. For 19 days until February 11, 12 sushi bars and izakaya casual … Continue reading →