Aeon to market California rice as cheaper option with light texture

Asahi Shimbun

14-05-2025

Bags of Calrose rice from California, which Aeon Co. will sell under the Karoyaka brand, are shown in Tokyo on May 13. (Sho Ito)
Aeon Co. announced plans to sell lower-priced rice imported from California nationwide, a move the U.S. ambassador to Japan called 'historic,' as prices of the nation's staple crop remain double those of last year.
'For Japan's largest supermarket chain to offer 100-percent U.S.-grown Calrose rice in its stores across the country is truly a historic moment,' George Glass said at a launch event held at his official residence in Tokyo on May 13.
A 4-kilogram package of Karoyaka brand rice will be available at a tax-inclusive 2,894 yen ($20), about 15 percent cheaper than the nationwide average, Aeon officials said.
The company plans to sell about 14,000 tons mainly in urban areas, where rice is in short supply. Sales will start in phases from June 6.
Aeon said the Californian rice will offer Japanese households an alternative to short-grain varieties mainly consumed in the country.
The medium-grain Calrose, light in texture, goes well with pilaf and risotto dishes, as well as Asian cuisine, officials said.
The Karoyaka rice is cheaper than domestic varieties despite a tariff of 341 yen per kilogram.
Aeon decided to sell bags of 100-percent U.S. rice following strong sales of its Japanese-U.S. blended rice introduced in April.
Japan has protected its rice market by levying a tariff on foreign imports, saying domestic production is crucial for the nation's food security.
The United States has long complained about access to Japan's rice market.
U.S. President Donald Trump falsely claimed that Tokyo is imposing a 700-percent tariff on U.S. rice after he returned to the White House in January.
The government is considering increasing imports of U.S. rice to win concessions from Washington in ongoing negotiations on U.S. tariffs.
(This article was written by Sho Ito and Shiki Iwasawa.)