Rice prices continue to rise. On November 19th, we visited Watanabe Rice Store in Okazaki City, Aichi Prefecture.

“The sign says new rice from Toyama Prefecture, 10kg for 6300 yen. This is cheap for new rice, what’s the reason?”

Q. Toyama Prefecture rice 10kg for 6300 yen… Why is it so cheap?
“There’s damage from high temperatures and the grains are uneven”

Due to damage from summer heat, rice with white discoloration and small grains is being sold for 6300 yen per 10kg. According to the store owner, if you cook it with more water, there’s no problem with the taste.

Watanabe Rice Store

The Watanabe Rice Store is a historic family-run establishment in Japan, representing a traditional neighborhood shop that has served its local community for generations. While specific founding dates may vary by location, such stores typically date back to the Edo or Meiji periods, specializing in the sale of high-quality rice and other essential staples. They hold cultural significance as enduring symbols of Japan’s culinary heritage and small-scale commercial history.

Okazaki City

Okazaki City, located in Aichi Prefecture, Japan, is historically renowned as the birthplace of Tokugawa Ieyasu, the founder of the Tokugawa Shogunate. The city’s main landmark is the reconstructed Okazaki Castle, which played a pivotal role in the region’s history during the Sengoku period. Today, it is also famous for its vibrant firework production and manufacturing industry.

Aichi Prefecture

Aichi Prefecture, located in the Chubu region of central Japan, is a major industrial and cultural hub. It is historically significant as the home of the Owari and Mikawa domains, which produced the three great unifiers of Japan: Oda Nobunaga, Toyotomi Hideyoshi, and Tokugawa Ieyasu. Today, it is famous for its modern capital, Nagoya, and as the headquarters of the Toyota Motor Corporation.

Toyama Prefecture

Toyama Prefecture, located on the Sea of Japan coast, has a rich history as a former province of Etchu and a key domain under the Maeda clan during the Edo period. It is renowned for its pharmaceutical industry, which began in the 17th century, and its spectacular alpine landscapes, including the Tateyama Kurobe Alpine Route. Today, it is a major industrial center known for its high-tech manufacturing and traditional crafts.