Japanese rice and onigiri promoted via domestic contest and Paris food fair

Efforts to promote Japanese rice and onigiri culture are expanding through both domestic competitions and international exhibitions. In Japan, the ‘Local Onigiri Grand Prix 2026’ is being held from October 1 to November 30. Organized by JA Zen-noh and Gurunavi as part of the ‘Eat Rice and Smile Project,’ the event features 453 entries from 160 shops nationwide to highlight the value and deliciousness of rice.

Internationally, the Onigiri Association is showcasing Japanese rice at the SIAL Paris 2026 food exhibition in France. Yosuke Miura, the third-generation proprietor of the historic Tokyo shop Onigiri Asakusa Shukuro, is performing live demonstrations and tastings. The initiative, supported by the All Japan Rice and Rice-Related Food Export Promotion Council, utilizes various Japanese rice varieties from five different companies to demonstrate their unique textures and aromas. The association also provides multilingual resources to assist international businesses in developing onigiri-based menus and supply chains.