TOKYO -- Major Japanese supermarket chain Seiyu on Nov. 14 began selling rice produced in Taiwan, which is about 20% cheaper than the average price of domestically harvested rice, for the first time for the company in response to soaring prices of rice in Japan.

The Taiwanese rice brand "Musubi no Sato" is a Japonica rice, the same short-grain variety as the ones produced in Japan. Seiyu Co. Ltd. deemed the Taiwanese rice as "a product that will satisfy customers" as it closely resembles the flavor and texture of domestic rice familiar to most Japanese consumers.

"Musubi no Sato" is milled in Taiwan and packaged in Japan. It is priced at 2,797 yen (roughly $18) including tax for 5 kilograms. The product is available at a total of 138 Seiyu stores in east Japan's Kanto region and other areas. At Seiyu's Kichijoji store in the Tokyo suburban city of Musashino, bags were sold in a noticeable spot in the rice section. Some customers showed interest and purchased them.

While the new harvest of rice this fall has significantly eased the rice shortage, prices remain high. The prices of rice sold at Seiyu are currently 70% to 80% higher than last year, with many brands of domestic rice costing over 3,000 yen (around $19) for 5 kg.

According to Shoichi Takashima, who is in charge of rice procurement at Seiyu, the decision to sell Taiwanese rice was made around June, when the rice shortage started to become serious. He explained, "Although rice prices are still soaring, rice is an essential part of the daily diet here. Taiwanese rice, priced in the 2,000-yen range, offers good value and can be expected to become a new option for customers."

(Japanese original by Yuka Kato, Business News Department)