Hikaru’s ‘Genki da Mai’ rice project faces scrutiny over promotional support

The rice distribution project ‘Genki da Mai’, launched by YouTuber Hikaru to support Japanese farmers, has faced scrutiny following claims from staff regarding a lack of promotional support from the creator.

Staff members recently appeared in a video expressing frustration that Hikaru has not featured the business on his main channel, which has over 5 million subscribers. This led to online speculation that the influencer had lost interest in the project. However, the project’s official website indicates that the first year's stock was sold out and the business is continuing with the 2026 harvest, offering lower prices to reflect stabilized rice markets.

Despite the continued operations, the project has faced challenges. Reports indicate that initial plans were complicated by rising procurement costs and difficulties securing milling services. Some critics on social media have questioned whether the project was used primarily for views, especially as the staff sought to re-engage Hikaru’s massive audience to drive second-year sales.