#Japan #Tokyo #Fair Price Project #Tofu Experience #Agriculture Awareness

Over 5,700 Participants Dive into Fair Pricing of Tofu

The Fair Price Project recently hosted an enlightening consumer event titled "The Tofu Shop Without Prices—Let's Think About Fair Prices Together" at KITTE Marunouchi Atrium from October 9 to 12, 2025. This initiative aimed to educate participants about the complete journey of tofu, from soybean cultivation to production, distribution, and retail pricing. The event attracted a staggering total of approximately 5,700 attendees over four days.

The primary objective of the event was to not only highlight the production of soybeans but also to focus on the manufacturing and distribution aspects that influence price formation. Participants were encouraged to engage with the dynamics that dictate the pricing of tofu and ponder what constitutes a fair price to ensure quality tofu remains accessible in the future. Feedback from attendees reflected a deeper understanding of the price they pay for food, with some expressing thoughts like, "Consumers can buy food with a sense of fairness regarding pricing," and, "While I value tofu as a staple at home, maybe it’s acceptable for prices to increase a little."

Celebrity Guest and Pricing Experience

The opening day featured celebrity Aimi Kikuchi, a mother of two, who joined experts like Mr. Yasushi Miwa and Asahiko CEO Miyo Ikeda to kick off the event. They participated in a ceremonial experience that involved pricing tofu. This interaction aimed to shed light on the supply chain processes leading to a consumer's purchase.

Kikuchi, who tagged the price of tofu at 108 yen initially, was surprised to find out that it indicated a loss for producers. Miwa elaborated on the complexities of achieving a satisfactory pricing model for producers, sellers, and consumers alike, indicating that it requires collective thought for the continued enjoyment of delicious tofu. Ikeda underscored that tofu, deeply rooted in Japanese tradition, is reliant on the efforts of farmers, manufacturers, and distributors. He advocated for gradual changes from all stakeholders to preserve this significant cultural food for the future.

Kikuchi concluded her segment with an enlightening remark, stressing the importance of remembering those who produce the food we often take for granted in our daily lives.

Understanding the Fair Price Project

The Fair Price Project, initiated by Japan's Ministry of Agriculture, Forestry, and Fisheries, aims to address the significant challenges faced by the agricultural and food industries due to rising production costs influenced by global conditions. The project encourages consumers to engage with the realities of these industries, emphasizing the necessity for informed pricing that reflects genuine cost structures. Through this initiative, the Ministry seeks to promote understanding and empathy among consumers regarding sustainable food supply and farm-to-table dynamics in Japan's food future.

For more information on the Fair Price Project, you can visit their official site: Fair Price Project.