Japanese consumers have been abandoning their loyalty to expensive, premium grade homegrown rice in favor of cheaper alternatives from China, Australia, and the United States.

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Japanese consumers, traditionally loyal to premium domestic rice varieties, have been increasingly opting for less expensive rice imports from countries like China, Australia, and the United States due to economic factors and changing tastes. This shift reflects broader trends in consumer behavior towards value and variety.

Japanese Consumers Have Been Abandoning Their Loyalty to Expensive, Premium