#Japan #Tokyo #Tofu #Fair Price

Unveiling Fair Pricing in Tofu Production

In an innovative community-driven initiative, the Fair Price Project Office is set to launch an event titled 'The Price-less Tofu Shop: Let's Think About Fair Prices Everyone Can Agree On' from October 9 to October 12, 2025, at the atrium of KITTE Marunouchi in Tokyo. The event aims to educate the public about the entire process involved in bringing tofu from soybean production to its final retail form, highlighting the complexities of price formation not only at the production level but also during tofu manufacturing, distribution, and retail.

This unique initiative will provide a platform for consumers to reflect on the concept of equitable pricing amid rising food costs driven by various factors, including global market shifts and increases in energy and production expenses. Although tofu is often seen as a stable item in the market, consumers' perception coupled with the current cost dynamics has made it challenging for retailers to adjust prices without losing customer engagement, consequently leading to a decline in tofu shops across Japan.

The Significance of Fair Pricing in Today's Context

The current landscape has escalated production and distribution costs, which cannot merely be absorbed by companies through cost-cutting measures. For sustainable food supply to continue, it is vital for all stakeholders, from producers to consumers, to engage in meaningful discussions about the actual costs involved in food production. If crucial roles in the supply chain were to vanish, consumers could find themselves unable to obtain food as they do now.

The 'Price-less Tofu Shop' will encourage attendees to delve into the process of tofu creation—from soybean cultivation to its appearance on supermarket shelves. Through interactive learning experiences, participants will grapple with the question: What is a fair price for tofu? The experience aims to build awareness not only among consumers but also among producers and retailers—an effort to foster transparency and understanding regarding fair payments throughout the supply chain.

Event Features

The experience will take attendees through a series of steps designed to enhance understanding:
1. Step 01: Upon entering, participants will receive a stamp card to jot down their perceived fair price for a block of tofu.
2. Step 02: They will learn about the journey of tofu through panels, displays, and videos showcasing the entire process from soybean to retail.
3. Step 03: With the knowledge gained, participants will input their fair price at the checkout, reflecting on what they believe is just.
4. Step 04: At checkout, they will see how various costs are deducted from their fair price, illustrating the necessary splits that ensure every participant in the supply chain is compensated.

An added incentive will be a tofu gift for those who join in, along with a photo space for sharing their experiences on social media.

The Fair Price Project by Japan's Ministry of Agriculture

This event is a part of the broader Fair Price Project aimed at fostering deeper understanding and empathy towards agricultural and food industry challenges caused by rising production and trade costs. The Ministry of Agriculture and Fisheries hopes that these discussions will enhance consumer awareness regarding price formation based on rational costs to ensure ongoing food security in the future.

Link to the Fair Price Project: Fair Price Project Site

Event Details

• - Event Title: 'The Price-less Tofu Shop: Let's Think About Fair Prices Everyone Can Agree On.'
• - Date: October 9 (Thurs) 1:00 PM - 7:00 PM, October 10-12 (Fri-Sun) 11:00 AM - 7:00 PM
• - Location: KITTE Marunouchi, Atrium 1F, Tokyo
• - Access: Approximately 1 minute walk from JR Tokyo Station Marunouchi South Exit
• - Participation Fee: Free
• - Organizer: Fair Price Project Office
• - Collaborators: Asahiko Co., Ltd., Asamurasaki Co., Ltd., Satonoyuki Foods Co., Ltd.
• - Learn more at: Fair Price Project Site