Our business trip to Mexico

In order to convey the appeal of delicious Japanese rice, we visited Mexico, where the ban on Japanese rice imports was lifted just last year, conducted local market research, and participated in business meetings and exhibitions in the end of the August.

Mexico has a population of about 130 million, and Mexico City, the capital, has a population of about 9 million. According to world city ranking, Mexico City is the third largest city in Latin America after Buenos Aires (Argentina) and Sao Paulo (Brazil), and has many historical buildings from the Spanish colonial period and a large economic power. Because of its high elevation (2,500 m), the summer heat is mild, but the daytime temperatures vary widely.

When you think of Mexican food, tacos, tortillas, quesadillas, etc. come to mind, and you may not have the image of eating rice, but there are companies that have developed chains of Japanese restaurants in Mexico, and in some places, rice has become established as a kind of fine cuisine restaurant, and is eaten as sushi, fried rice, rice bowls, etc. Sushi, fried rice, rice bowls, and other dishes are also available. In addition, onigiri (rice balls) are also sold at Japanese-affiliated convenience stores in the area.

Perhaps because it’s so far away from Asia, there are still very few places selling Japanese rice locally, but I felt that even among local restaurants that strive to serve Japanese flavors, they have a strong commitment to using Japanese rice. Because the altitude is high, the boiling point is low and it’s difficult to cook rice properly, so they apparently use creative methods to cook it.

The ban on importing rice from Japan was only lifted in 2023, and the appeal of Japanese rice has yet to be widely conveyed, making this a market with great potential for growth. We will work with our local partners to convey the appeal of Japanese rice, ensure a stable supply, and strive to ensure that people in the region can enjoy it.