Japanese Rice Promoted at Berlin Department Store as German Imports Rise 15%
JETRO and the Japanese embassy in Germany ran a trial sale and pop-up of six Japanese rice varieties at Berlin's KaDeWe on October 12-24. Japanese rice exports to Germany reached 699 tons in January-August 2026, up 15% year on year and the most in Europe. It is a practical example for food businesses exploring overseas channels.
Key points
- Held October 12-24 on KaDeWe's food floor; six varieties (Yumepirika, Akitakomachi, Hitomebore, Tsuyahime, Koshihikari, Mori no Kumasan) sold in 300 g packs
- Jan-Aug 2026 exports to Germany: 699 tons, up 15% year on year, the largest in Europe (Japan's Ministry of Agriculture statistics)
- Tastings and in-person explanations by staff; a ramen stall in the store served a limited "shio ramen chazuke" made with the rice
Background
Interest in Japanese food is growing in Germany, but awareness of rice varieties and regional differences remains limited. The event displayed six varieties together and used tastings and explanation to present rice as something to enjoy for its regional character. Visitors said the packaging looked good for gifts and that they would use the rice beyond sushi (source: JETRO).
What it means for shops
For producers, retailers and restaurants interested in exporting, the mix of small packs, tastings, face-to-face explanation and a local restaurant tie-in is easy to copy at small scale. The storytelling around variety and region is also useful for domestic sales.
What shops should do
- Consider small, gift-sized packaging for your products
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Summaries are written by Seiichi Studio based on the original releases. Always check the source for the exact details.