Precooked rice packets are becoming increasingly popular in Japan as the demand for uncooked rice declines. This convenient option, known as pakku gohan in Japanese, only needs to be microwaved for a few minutes, eliminating the need for a rice cooker. Production of precooked rice has been steadily increasing and reached record highs for 13 consecutive years through 2022. As a result, some rice-producing regions have started to grow more rice.
Iris Ohyama Inc., a company based in Sendai that specializes in household goods and home appliances, entered the precooked rice business in 2015 to support local agriculture after the Great East Japan Earthquake in 2011. Their sales have been growing faster than the market average, thanks in part to their commercial featuring actor Ryo Yoshizawa.
The production of precooked rice has roughly doubled from approximately 90,000 tons in 2008 to about 200,000 tons in 2023. Meanwhile, domestic rice harvest has declined by about 25% due to changes in diet and declining population. Despite these circumstances, precooked rice is selling well because it offers an easy-to-prepare meal option for people with busy lifestyles.
Farmers are starting to pay attention to this growing market as well. Ogata Village Akitakomachi Rice Producers Co., located in Akita Prefecture, established Japan Pack Rice Akita with support from central governmental subsidies and local bank investment. They produce about 36 million servings of precooked rice per year and hope that this venture will revitalize local agriculture.
There is also potential for overseas expansion as precooked rice is easy to sell abroad even without a dedicated cooker. The export value reached ¥1 billion by 2023 and continues to grow due to factors such as depreciation of the yen against rival products from South Korea and Thailand.
To take advantage of this opportunity, Japan Pack Rice Akita is building its second factory with plans to increase production capacity up to 100 million servings per year. Major producers like Iris Ohyama and Sato Foods have also started new production lines recently.
Companies are evolving their methods of producing precooked rice not only for convenience but also taste quality. Some companies have eliminated preservatives by using heat sterilization or storing at low temperatures like Iris Ohyama does. Others focus on using high-quality water or specialty varieties of rice grown with minimal agricultural chemicals.
Competition within the market is intensifying as consumers seek both convenience and good taste when it comes to their choice of precooked rice options.
