Farmers Use Digital Tools to Boost Sales Amid Rice Crisis

Japan's rice industry is facing an unprecedented crisis from 2024 through 2025. Reports of empty supermarket shelves, skyrocketing prices exceeding 3,000 yen for a 5kg bag, and consumers visiting multiple stores without success have sparked widespread concern. This situation has been dubbed the “Reiwa Rice Crisis,” highlighting the dramatic changes in supply and demand.

A combination of factors, including reduced harvests due to extreme heat, significant decreases in private stockpiles, and the early consumption of reserve rice, is leading to projections of a staggering 70% price increase for rice by spring 2025 compared to the previous year. Consequently, retailers are facing shortages and purchasing limits, which affect not only consumers but also restaurants and food manufacturers desperate to adapt to the evolving market landscape.

However, not all farmers or rice producers benefit from rising prices. Many are stuck with unsold inventory due to limited sales channels and lack of credibility to sell directly to consumers. This situation has created a growing gap between those who can utilize the current market opportunities and those who cannot. Amid these challenges, one farmer has successfully tripled their sales by leveraging digital marketing tools such as a dedicated website and AI-driven content generation, thereby creating a