Since June 2024, an unprecedented abnormal phenomenon has occurred in the price of rice. This abnormality was that the price of Ibaraki Koshihikari rice was 26,704 yen per 60 kilograms, while the high-quality Uonuma Koshihikari rice was 25,039 yen. Ibaraki Koshihikari rice is often used for commercial purposes and is originally a cheap brand. However, it has become more expensive than Uonuma and Hokkaido rice, which are considered high-quality rice. At this point, many people expected that the price would be the same as usual when the new rice for 2024 was shipped. However, a situation that mocks this optimism continues even in May 2025. The average price of non-glutinous rice, which was 1,718 yen (5 kg) in September 2023, rose to 2,525 yen in September 2024. And in May 2025, the price will exceed 4,200 yen for 17 consecutive weeks.
I have an acquaintance who has been watching this rice uproar with a cold eye. He has been purchasing rice (14 bags of 30 kg brown rice) under contract from a farmer in Aizu for over 20 years. The price was 9,000 yen per bag. He purchases this in the fall and spring. The farmer freezes the brown rice, so it stays fresh. It is polished in a home-made rice polisher, so it is delicious to eat. Even when the price rises sharply like this time, he visits Aizu farmers to purchase rice during the fall harvest and spring cherry blossom season. He has to pay for the transportation costs himself. But he and she say that this rice-collection also doubles as a trip to Aizu. They seem to visit to enjoy the autumn leaves and spring cherry blossoms. Of course, they are enjoying a year’s supply of rice and sightseeing at Aizu’s famous historical sites.
There have always been a certain number of people who have obtained rice through hometown tax donations. This has also led to supporting farmers. This year, this certain number has increased abnormally. Hometown tax donations have been increasing rapidly in municipalities in Niigata Prefecture, a rice-producing region. The number of donations in August was 4.3 times higher than last year. If there is this much demand, it may be possible to provide interesting services. For example, a fun way to buy rice became a hot topic during Golden Week in 2025. A roadside station held a popular event that you could buy rice in a 2-liter container for just 500 yen, no matter how much you loaded it with. Taking this as a hint, it might be interesting to hold an event that you could buy a 30kg bag of brown rice for 10,000 yen, but only if you make a reservation. Rather than sending rice to various places through hometown tax donations, having people come and take it home would be more satisfying as a form of experience consumption. Hometown tax donations, which allow you to secure a stable supply of rice while also enjoying the fun of the time, may be one option.
