• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

Bolt CEO says he let go of his entire HR team for creating problems that didn’t exist: ‘Those problems disappeared when I let them go’ 

2

Meet a 21-year-old community college student who's going to China as the first American woman welder in the trades Olympics

3

Despite a $500 million net worth, Shaq just finished his fourth degree. He warns graduates: 'Your character will take you further than your resume'

1

Bolt CEO says he let go of his entire HR team for creating problems that didn’t exist: ‘Those problems disappeared when I let them go’ 

2

Meet a 21-year-old community college student who's going to China as the first American woman welder in the trades Olympics

3

Despite a $500 million net worth, Shaq just finished his fourth degree. He warns graduates: 'Your character will take you further than your resume'
Politics
Asia

Trump wants Japan to import U.S. rice to cut trade deficit but consumers hate it—American rice ‘tastes awful. It lacks stickiness’

By
Hiroshi Hiyama
Hiroshi Hiyama
and
AFP
AFP
Down Arrow Button Icon
By
Hiroshi Hiyama
Hiroshi Hiyama
and
AFP
AFP
Down Arrow Button Icon
July 10, 2025, 7:12 AM ET
A member of staff works as bags of rice are seen piled up at a rice store in Tokyo on July 9, 2025.
A member of staff works as bags of rice are seen piled up at a rice store in Tokyo on July 9, 2025. YUICHI YAMAZAKI—AFP via Getty Images

Donald Trump’s insistence that “spoiled” Japan imports more US rice is adding to Prime Minister Shigeru Ishiba’s problems ahead of elections that could sink his premiership after less than a year in office.

Recommended Video

Japan is one of more than 20 countries receiving letters this week from the US president warning of “reciprocal” tariffs from August 1 failing a trade agreement with Washington.

The 25 percent across-the-board levy for Japan is separate from similar charges for cars, steel and aluminium that have already been imposed.

Trump wants to get Japanese firms to manufacture more in the United States and for Tokyo to buy more US goods — notably gas and oil, cars and rice — to reduce the $70 billion trade deficit with the Asian powerhouse.

“I have great respect for Japan, they won’t take our RICE, and yet they have a massive rice shortage,” Trump said on Truth Social on June 30.

Rice, though, is small fry in the grand scheme of bilateral business between the countries.

BMI Fitch Solutions said that it accounts for only 0.37 percent of US exports to Japan, and that even doubling that would have a “negligible” effect on overall trade.

“(The) Trump administration seems more concerned with the optics of striking deals than with meaningfully narrowing the US trade deficit,” BMI said.

For Japan, doubling imports could be swallowed if only the economic impact is considered.

It could be well worth it if such a concession could reduce or even remove Trump’s damaging 25 percent tariff on Japanese autos.

Lost majority

But the politics of rice are fraught for Ishiba, whose ruling coalition disastrously lost its majority in lower house elections in October.

Upper house elections on July 20 could see a similar drubbing, which might prompt Ishiba to quit, 10 months after taking the helm of the long-dominant but unloved Liberal Democratic Party (LDP).

Rice Japan holds a cherished place in Japanese national culture — samurai reputedly used to be paid in it.

Relying on imports — currently almost all rice consumed is grown domestically — would be seen by many as a national humiliation for the country of 124 million people, and risky.

“Culturally, and historically, the Japanese people are all about rice,” Shinichi Katayama, the fourth-generation owner of 120-year-old Tokyo rice wholesaler Sumidaya, told AFP.

“I personally welcome having an additional option for Japanese consumers. But I also feel the move (letting in lots of foreign rice) is too early from the standpoint of food security,” he said.

“If we become reliant on rice imports, we may face shortages again when something happens.”

While Japan already imports rice from the United States, many consumers see foreign, long-grain varieties as being of dubious quality and lacking the requisite stickiness of the homegrown short-grain rice.

Bad memories linger from when Japan suffered a cold summer in 1993 and had to import large volumes of the grain from Thailand.

American rice “tastes awful. It lacks stickiness”, said Sueo Matsumoto, 69, who helps families where children have hearing difficulties.

“If they (the Americans) want to export to Japan, they must work at it. They must think about consumer preference,” he told AFP in Tokyo.

No sacrifice

As a result, Ishiba’s government has been at pains to say it won’t bend on the issue — although this may change after the election.

“We have no intention of sacrificing agriculture in future negotiations,” Chief Cabinet Secretary Yoshimasa Hayashi said recently.

“Ishiba is walking a narrow plank, wary of provoking powerful domestic lobbies like rice farmers, while juggling an approval rating that would make aggressive trade moves politically perilous,” said Stephen Innes at SPI Asset Management.

The government has already been under fire for the recent skyrocketing of rice prices, which have roughly doubled in 12 months.

Factors include a very hot summer in 2023, panic-buying after a warning of an imminent “megaquake” in 2024,  alleged hoarding by some traders, and a surge in rice-hungry tourists.

To help ease the pain, Tokyo is tapping emergency stockpiles, and imports have risen sharply — led by rice from California — but these are still tiny compared with domestic production.

“All these problems with rice prices show the LDP’s agriculture policy has failed,” retiree Yasunari Wakasa, 77, told AFP.

Subscribe to Fortune Gulf Brief. Every Tuesday, this new newsletter will deliver clear-eyed, authoritative intelligence on the deals, decisions, policies, and power shifts shaping one of the world’s most consequential regions, written for the people who need to act on it. Sign up here.
About the Authors
By Hiroshi Hiyama
See full bioRight Arrow Button Icon
By AFP
See full bioRight Arrow Button Icon

Latest in Politics

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in Politics

frank
PoliticsObituary
Barney Frank, legendary liberal who ripped into left-wing dysfunction on his death bed, dies at 86
By Steven Sloan and The Associated PressMay 20, 2026
9 hours ago
bezos
Personal FinanceNew York City
Jeff Bezos on Zohran Mamdani’s big mistake: ‘When you don’t know how to solve a problem, create a villain, blame them’
By Nick LichtenbergMay 20, 2026
10 hours ago
electrical transmission lines hang over a housing development on March 24, 2026 in Sylmar, California.
EnergyElectricity
2025 was a turning point for your electricity bill and it’s just getting more expensive from here. It’s not just data centers
By Tristan BoveMay 20, 2026
10 hours ago
cassidy
PoliticsElections
Anti-Trump Republicans are dead pols walking. Call them the ‘YOLO caucus’
By Steven Sloan, Joey Cappelletti and The Associated PressMay 20, 2026
12 hours ago
soros
Politicsphilanthropy
‘We will not be intimidated into silence’: George Soros foundation pledges $300 million toward democratic rights
By Thalia Beaty and The Associated PressMay 20, 2026
12 hours ago
massie
PoliticsElections
Trump gets revenge on Epstein rebel Thomas Massie in Kentucky GOP primary
By Jesse Bedayn, Dylan Lovan and The Associated PressMay 20, 2026
12 hours ago

Most Popular

Bolt CEO says he let go of his entire HR team for creating problems that didn’t exist: ‘Those problems disappeared when I let them go’ 
Workplace Culture
Bolt CEO says he let go of his entire HR team for creating problems that didn’t exist: ‘Those problems disappeared when I let them go’ 
By Preston ForeMay 19, 2026
1 day ago
Meet a 21-year-old community college student who's going to China as the first American woman welder in the trades Olympics
Future of Work
Meet a 21-year-old community college student who's going to China as the first American woman welder in the trades Olympics
By Mike Householder and The Associated PressMay 17, 2026
4 days ago
Despite a $500 million net worth, Shaq just finished his fourth degree. He warns graduates: 'Your character will take you further than your resume'
Success
Despite a $500 million net worth, Shaq just finished his fourth degree. He warns graduates: 'Your character will take you further than your resume'
By Preston ForeMay 20, 2026
13 hours ago
The Bezos family just donated $100 million to help achieve one of Mayor Zohran Mamdani’s top campaign promises
Politics
The Bezos family just donated $100 million to help achieve one of Mayor Zohran Mamdani’s top campaign promises
By Jake AngeloMay 12, 2026
8 days ago
Dr. Bernice King on why companies that walked back DEI were never truly committed: 'If you retreat that quick…that reveals who you really are'
Workplace Culture
Dr. Bernice King on why companies that walked back DEI were never truly committed: 'If you retreat that quick…that reveals who you really are'
By Preston ForeMay 19, 2026
1 day ago
Spirit Airlines apologizes to all the Americans who can't afford any summer vacation flights as it shuts down
Travel & Leisure
Spirit Airlines apologizes to all the Americans who can't afford any summer vacation flights as it shuts down
By Rio Yamat and The Associated PressMay 18, 2026
3 days ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.