Crowds of Japanese shoppers patiently wait for extended hours to acquire affordable rice, as its prices skyrocket
In a move to quell the soaring prices of rice, household goods supplier Iris Ohyama seized the front row, becoming the first physical retailer in Japan to sell government-procured rice. This move came just ahead of supermarket chain Ito Yokado, who kicked off sales an hour later at one of their Tokyo branches.
Queueing fans and rice enthusiasts flocked to an Iris Ohyama store in Matsudo city, despite the miserable weather. As early as 8pm the previous evening, dedicated customers started lining up, snaking from the store entrance, curling around the building, and into the car park. By 6am, around 100 people were already braving the rain, patiently waiting for their turn to grab a 5kg bag of rice.
These bags, priced at 2,000 yen (about $14) before tax, flew off the shelves at lightning speed. All 65 bags prepared for the day were snapped up in no time, leaving many disheartened customers empty-handed.
The Japanese government's strategic shift in selling stockpiled rice has played a significant role in this phenomenon. Originally, the rice was auctioned, but now the government has opted for discretionary contracts. This alteration allows companies like Iris Ohyama to secure the rice and sell it directly, ensuring a more affordable option for consumers.
Despite the rush, each customer was restricted to purchasing only one bag, fueling the hype around the sale. With rising rice prices putting pressure on consumers, this move by Iris Ohyama has garnered significant attention, marking a notable event in Japan's retail landscape.
However, concerns over the quality of the older batches of rice and political backlash over its potential use as livestock feed have sparked controversy. Nonetheless, the affordability and novelty of purchasing government-procured rice from a brick-and-mortar store have driven the growing demand. It remains to be seen what other innovative sales strategies will follow suit in the future.
Amidst the growing concern over escalating food costs, the lifestyle choice of grocery shopping took a unique turn as customers flocked to physical stores. Food-and-drink items, such as rice, became the focal point of this shift, as people braved the rain to secure their desired purchases. The finance sector also came into play, with retailers like Iris Ohyama leveraging the government's shift in rice sales strategy, offering more affordable options to consumers.
