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

The Fortune 500 Innovation Forum will convene Fortune 500 executives, U.S. policy officials, top founders, and thought leaders to help define what’s next for the American economy, Nov. 16-17 in Detroit. Apply 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
  • Future 50
  • World’s Most Admired Companies
  • See All Rankings
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
  • Editorial Calendar
  • Press Center
  • Work At Fortune
  • Diversity And Inclusion
  • Terms And Conditions
  • Site Map
  • About Us
  • Editorial Calendar
  • Press Center
  • Work At Fortune
  • Diversity And Inclusion
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

© 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.


Latest in Politics

Tesla CEO Elon Musk listens as U.S. President Donald Trump speaks to reporters in the Oval Office of the White House on May 30, 2025 in Washington, DC.
PoliticsElon Musk
The White House snubs Elon Musk’s offer to cover TSA salaries as airport miseries hit record levels
By Eva RoytburgMarch 25, 2026
28 minutes ago
UN
PoliticsUnited Nations
It’s time for slavery reparations, ‘the gravest crime against humanity,’ UN General Assembly says
By Edith M. Lederer and The Associated PressMarch 25, 2026
46 minutes ago
melania
PoliticsWhite House
Enter Melania Trump, escorted by humanoid robot: ‘I’m Figure 03, a humanoid built for the United States of America’
By Darlene Superville and The Associated PressMarch 25, 2026
50 minutes ago
iran
Middle EastMiddle East
‘We do not plan on any negotiations’: Iran laughs at White House’s claims of cease-fire talks
By Jon Gambrell, Mike Corder, Munir Ahmed, Aamer Madhani and The Associated PressMarch 25, 2026
57 minutes ago
emily
PoliticsElections
Meet the 40-year-old Democrat who owns a fitness company for pregnant and postpartum women and just won in Trump’s district
By Bill Barrow, Mike Schneider and The Associated PressMarch 25, 2026
1 hour ago
Pete Hegseth speaks behind a podium as Donald Trump watches behind him.
EconomyRecession
Mark Zandi warns recession odds are creeping toward 50%, and the Iran war could launch us into economic turmoil by midyear
By Sasha RogelbergMarch 25, 2026
4 hours ago

Most Popular

Magazine
The youngest-ever female CEO of a Fortune 500 company is fighting Trump's cuts to keep Medicaid strong
By Fortune EditorsMarch 24, 2026
2 days ago
Commentary
The Treasury just declared the U.S. insolvent. The media missed it
By Fortune EditorsMarch 23, 2026
2 days ago
Success
Palantir’s billionaire CEO says only two kinds of people will succeed in the AI era: trade workers — ‘or you’re neurodivergent’
By Fortune EditorsMarch 24, 2026
1 day ago
Energy
Nobel laureate Paul Krugman calls it 'treason': $580 million in suspicious oil futures traded minutes before Trump's Iran reversal
By Fortune EditorsMarch 24, 2026
1 day ago
Success
The job market is so bad that ‘reverse recruiters’ are charging $1,500 a month just to help people look for jobs
By Fortune EditorsMarch 25, 2026
14 hours ago
Success
JPMorgan has started monitoring the keystrokes, video calls, and meetings of its junior investment bankers—and they say it's for employee well-being
By Fortune EditorsMarch 24, 2026
1 day ago