Japan Boosting Rice Sales Efforts in China

Politics Economy

Tokyo, Dec. 25 (Jiji Press)--The Japanese public and private sectors are redoubling their efforts to sell Japan-made rice to China.

Teaming up with Kobe, Hyogo Prefecture-based rice wholesaler Shinmei Co. and other parties, the agriculture ministry is promoting a campaign to encourage Japanese companies operating in China to present Japanese rice to clients and employees ahead of Chines New Year next February.

The Japanese rice brands covered by the campaign include Koshihikari from Toyama and Kyoto prefectures and Nanatsuboshi from Hokkaido.

For the campaign, a Japanese-style package featuring the red color to celebrate the turn of the lunar year is available.

On Dec. 1, Zensho Holdings Co. <7550> launched 12 types of gyudon beef-on-rice bowl using Japanese rice at 216 Sukiya chain restaurants in Shanghai.

[Copyright The Jiji Press, Ltd.]

Jiji Press