“Is There No More Korean Rice?”… Korean Rice Sells Out in Japanese Supermarkets

“Where on earth is this rice from?”

At a JA direct sales store in Hadano, Kanagawa Prefecture, a woman in her 40s, Ms. Sato, pointed to the words “韓国産米” (Korean rice) printed on the packaging. She has been lining up at the store every morning for days—for one reason only: to buy Korean rice branded “Ttangkkeut Sunshine.”

🛒 Japanese Consumers Fall in Love with Korean Rice

Amid an ongoing rice shortage in Japan, “Ttangkkeut Sunshine,” harvested in Haenam, South Jeolla Province, is enjoying unprecedented popularity.

The first shipment of two tons, exported to Japan in late April, sold out within 10 days. An additional 10 tons shipped earlier this month quickly followed suit. A JA (Japan Agricultural Cooperatives) staff member commented with a smile, “We’re seeing customers travel from faraway towns just because they heard about it.”

💰 Better Value and Quality Than Japanese Rice

Korean rice is being sold locally at about 3,600 yen (approx. 32,000 KRW) per 5kg, which is over 10% cheaper than Japanese rice, whose prices have nearly doubled recently.

But it’s not just the price that’s attractive. Consumer feedback has been overwhelmingly positive. “The cooked rice is glossy and chewy. It’s just as good as Japanese rice,” said Mrs. Miura, a woman in her 60s, as she picked up another bag.

✈️ First Export in 35 Years—A New Chapter in Korea-Japan Rice Trade

This marks the first formal export of Korean rice to Japan in 35 years. Japan had long maintained a conservative stance on foreign rice imports due to policies protecting domestic rice farmers. But soaring prices and poor harvests have opened the door for Korean rice.

Notably, this is the first time Japan’s JA has taken direct part in distributing Korean rice. A representative from South Korea’s Ministry of Agriculture, Food and Rural Affairs stated, “We’re expanding support for export-specific rice varieties, logistics, and quarantine procedures,” adding that Korea aims to actively expand its presence in the Japanese market following this success.

🌎 K-Rice Goes Global—Exported to 48 Countries

Korean rice is currently exported to 48 countries. In 2024 alone, 3,117 tons were shipped overseas—a 66% increase in just two years. Major destinations include the United States, China, Australia, Germany, and Canada. Recently, New Zealand eased quarantine regulations, allowing up to 25kg to be imported without special certification.

🍚 “I Was Surprised How Good It Tasted”—Korean Rice Reaches Japanese Dining Tables

“To be honest, I bought it just because it was cheap. But after tasting it, I was blown away,” said a university student at the Hadano store, smiling and adding it was a “definite repurchase.”

Japan takes pride in its long rice tradition, but now, Korean rice is quietly yet powerfully establishing a presence in the heart of that market.