# Japanese new rice season consumer trends and events

> Live situation record from CLSTR: https://clstr.news/situations/japanese-new-rice-season-consumer-trends-and-events
> Updated: 2026-09-18T19:37:19.000Z. Sources: 5. Developments: 2.

A consumer survey by NEXER Group and Mizuho-ya indicates high demand for the ‘new rice’ (shinmai) season in Japan. Among regular rice purchasers, 55% are conscious of the autumn harvest, with 90% of those consumers purchasing new rice annually. The primary drivers for these purchases are taste, freshness, and aroma.

Following these consumer trends, regional initiatives have emerged to celebrate the season. In Mie Prefecture, Tsu City is hosting a ‘New Rice Fair’ featuring local varieties like Koshihikari and Milky Queen. Additionally, in Hiroshima, a media giveaway campaign is being launched to distribute Sera-produced Koshihikari rice to viewers.

## Timeline

### 2026-09-18: Japan regional events celebrate new rice season

Regional events in Japan celebrate the new rice season, including a sales fair in Mie Prefecture and a 35-day giveaway of Sera-grown Koshihikari in Hiroshima.

3 sources. https://clstr.news/cluster/japan-regional-events-celebrate-new-rice-season

### 2026-08-24: Consumer survey reveals high demand for new rice season in Japan

A survey by NEXER Group and Mizuho-ya shows 90% of consumers conscious of the new rice season purchase it annually, primarily driven by superior taste and freshness.

2 sources. https://clstr.news/cluster/consumer-survey-reveals-high-demand-for-new-rice-season-in-japan

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Cite as: Japanese new rice season consumer trends and events. CLSTR, https://clstr.news/situations/japanese-new-rice-season-consumer-trends-and-events