New Rice 5kg "8,800 Yen" Sells Out Immediately—Rice Store Says "It's the Best Seller," While Drought Hits the Production Area Hard

New Rice 5kg "8,800 Yen" Sells Out Immediately—Rice Store Says "It's the Best Seller," While Drought Hits the Production Area Hard

2025年08月25日 00:06

1. "Expensive Yet Best-Selling" — What Is Happening in the 2025 New Rice Market

Since the release of the 2025 new rice, the phenomenon of high-priced 5kg bags disappearing the fastest has been observed nationwide. According to TV Asahi's report, the 5kg bag of Koshihikari from Kochi priced at 8,800 yen and the **5kg bag of "Churahikari" from Okinawa priced at 6,800 yen** are "already sold out." Store representatives say, "the highest-selling are the high-priced ones." This is seen as a result of a combination of factors, including the annual "celebratory buying," the growing segment of consumers particular about brands and origins, and the spread of "favorite brands" through the visibility of social media.TV Asahi News



Demand Logic: Choosing "Certain Satisfaction" Even at High Prices

  • First Harvest & New Rice Premium: As a once-a-year seasonal experience, demand concentrates on "top brands" with minimal taste variability.

  • Commemorative & Gift Demand: The "appeal" and suitability for gifts of high-priced items.

  • Price Polarization: Reports describe a structure where polarization into luxury, standard, and bargain categories progresses due to differences in brands and sales channels.YouTube



2. Current Prices: Statistics Indicate "High Plateau"

Even market statistics confirm that prices remain high. According to the Ministry of Agriculture, Forestry and Fisheries, the average relative transaction price in July 2025 (all brands) was 26,918 yen per 60kg of brown rice. Furthermore, the ministry's "Rice Distribution Status" shows that in the July 2025 Consumer Price Index (CPI), rice was at 212.2 (2020=100), significantly exceeding pre-COVID levels. This aligns with the experience at retail sites.Ministry of Agriculture, Forestry and Fisheries+1


Meanwhile, media reports continue to point out that **5kg bags priced around 4,200 to 4,500 yen are the "standard price range,"** while bags priced over 8,000 yen being sold out highlight the "polarization and tri-polarization." The widening price distribution reflects supply uncertainty and increased brand preference.YouTube



3. On the Ground: Drought and Heatwaves Hit Rice Cultivation

In 2025, rainfall during the rainy season was scarce, and the heatwave persisted. Kansai TV pointed out a rain shortage comparable to the "Great Drought of the Heisei Era," reporting on declining dam reservoir levels and a chain of water intake restrictions. In fact, the Naruko Dam in Miyagi Prefecture dropped to a reservoir rate of 0%, and reports of farmers facing **delayed heading and poor ripening** have been frequent. Local reports and columns depicted the struggle to secure water for rice paddies.Kansai TV BroadcastingTV Asahi NewsCoki


Furthermore, gradual water intake restrictions were introduced across multiple water systems, highlighting the uneven distribution of water between regions. Even with average rainfall, the extreme area differences in **"rain disparities"** further increase the uncertainty of cultivation plans.notekarasawanouki.co.jp



4. "Estimated Price" Increase and Competition Among Production Areas

In Niigata Prefecture, JA Zen-Noh Niigata announced the estimated price for the 2025 crop (advance payment). The price for Uonuma Koshihikari is set at 32,500 yen per 60kg (including tax), an increase of 13,000 yen from the previous year. This is attributed to crop uncertainty and collection competition, with a strong character of supporting producers in the region. The rising costs and risk visibility at the production site underpin the **"strong price" of top brands**.JAcom



5. Understanding the "Price Polarization" in Retail

New rice is available in the standard range (4,000 yen range), premium range (6,000–9,000 yen), and "bargain" range for direct sales and private brands. Information program reports repeatedly show how prices vary significantly depending on **"where and from whom you buy." There is support for all options, including direct sales of polished rice, direct sales EC, mass private brands, and specialty stores, but the trend of choosing "the best for the first bag" is particularly strong this year.YouTube



6. Why It Sells Even at High Prices: The Economics of Psychology and Taste

  • Maximizing Freshness Value: Each cooking session offers high satisfaction, with a large utility per disposable time.

  • Avoiding Taste Risk: Reviews from verification media and social media highlight the **"difficulty of missing"** with top brands.

  • Gift and Share Demand: High compatibility with the culture of distributing and sharing small quantities of high quality.

  • The Experience Value of "Choosing by Brand": Rice is a daily necessity and also a luxury item.



7. A Practical Guide for Consumers: Buying and Using Smartly and Deliciously

① Diversify Purchase Sources:

  • **The "usual rice" for home use** should be a staple of stable brands in the standard range.

  • For events and rewards, purchase top brands in small portions (e.g., 2kg×2) to manage freshness.


② Follow the "Season" of Information:

  • Check the weekly specials of direct sales from production areas, specialty stores, and mass private brands.

  • During the new rice season, the date of milling affects taste. Check the information on the back of the package.


③ Household Ally: Blending and Storage:

  • Base on the standard range, blend 2–3% of top brands to "enhance the taste."

  • Store in an airtight and cool environment, and use within 2–3 weeks.


④ Cooking Techniques:

  • After washing the rice, allow it to absorb water thoroughly (30 minutes in summer).

  • Refrigerate the soaking water, and fluff immediately after cooking.

  • **Adjust hardness by ±5% water adjustment.**



8. Survival of Production Areas: Water Management and Risk Diversification

  • Early Information Sharing on Water Intake Restrictions: Circulate notifications from water associations and government early.

  • Pre-agree on water supply priorities for each district, and facilitate rotational water supply in emergencies.

  • Inspect for leaks in irrigation channels and use simple water stops to minimize **"water lost before flowing."**

  • Distribute crop periods and varieties to diversify high temperature and drought risks.

  • Design community cooperation in advance, such as sharing pumps and tanks. The above points are repeatedly highlighted in practical articles and explanations across regions. Due to significant regional differences, always follow the guidance of local water associations, JA, and extension centers.karasawanouki.co.jpCoki



9. Policy and Inventory: How Much Can Supply Uncertainty Be Alleviated?

The government has compiled

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