Japan regional events celebrate new rice season

Various regional initiatives in Japan are highlighting the arrival of the new rice season.

In Tsu City, Mie Prefecture, the agricultural direct sales office Asatsumi will host a ‘New Rice Fair’ on September 20, 2026. The event features limited quantities of Mie-grown Koshihikari, including 30kg bags of brown rice and 5kg bags of polished rice such as Koshihikari and Milky Queen.

In Hiroshima, Hiroshima Home TV is launching a 35-day giveaway campaign running from September 28 to November 1, 2026. Viewers of the program ‘Good! Morning’ can enter for a chance to win 5kg of Koshihikari rice produced in Sera, Hiroshima Prefecture, by calling a designated number revealed during commercial breaks.