Vietnamese rice attracts Japanese consumers

Among imported rice in Japan, Vietnamese rice has been gaining attention from consumers due to its similarities to Japanese rice.

Takashi Takanashi, head of the Spice House Co., a company based in Sagamihara, Kanagawa Prefecture, specialising in wholesale imported food for restaurants and retailers, said his company is receiving increasing requests for Vietnamese rice, he said.

At a store affiliated with the company, five kilograms of Japonica rice produced in Vietnam is priced at 3,240 JPY (21.8 USD), including tax. In contrast, the same quantity of domestically produced rice is sold at around 4,000 JPY (27 USD). Japonica rice, characterised by its small, short grains, is the dominant variety in Japan.

The Spice House Co. began selling Vietnamese rice in 2024. In October, the company introduced an initial volume of 200 tonnes, targeting both regular customers and food service businesses seeking bulk purchases. The strong demand has nearly depleted the company’s stock, leading to temporary purchase limits of one bag per customer.

Vietnamese rice has gained traction amid this price crisis. Despite a private import tariff of 341 JPY per kilogram, it remains more affordable than domestically grown Koshihikari and other Japanese rice varieties, which are sold at around 800 JPY (5.4 USD) per kilogram.

Tags: imports, Japan, demand, rice, Vietnam