TAIPEI (TVBS News) — Taiwan is moving swiftly to capitalize on Japan's most severe rice shortage in 30 years, positioning its premium grain varieties for entry into the lucrative Japanese market. Agriculture Minister Chen Junne-jih (陳駿季) outlined an ambitious strategy on Wednesday (June 11) to develop sophisticated supply chains, distinctive branding, and reliable distribution networks that would enable Taiwanese farmers to consistently supply high-quality rice to Japan's discerning consumers and upscale culinary establishments.
Legislators in Taiwan's parliament, the Legislative Yuan (立法院), have pressed government officials to seize this rare market opening by aggressively promoting the island's branded rice exports. During parliamentary discussions, Agriculture Minister Chen stressed that simply marketing products as "Taiwan-produced" would be insufficient in the competitive Japanese marketplace. Taiwan needs to highlight the "distinctive regional characteristics" of its rice, Chen explained. The Ministry of Agriculture (MOA, 農業部) has already initiated programs to help local farmers' associations and major rice-producing regions develop compelling brand identities and establish crucial connections with Japanese distribution networks.
Chen emphasized that Taiwan's rice export initiative represents a long-term strategic vision rather than an opportunistic response to Japan's temporary supply disruption. "Our goal is to establish a complete supply chain and penetrate specific market segments through consistent quality and distinctive branding," the agriculture minister explained during the briefing. He also highlighted practical measures already implemented to facilitate smaller-scale exchanges, noting that individuals traveling to Japan can now carry up to 6 kilograms of rice as gifts, with the ministry having worked to streamline airport quarantine procedures for these personal transactions.
In a related matter addressing domestic concerns, Chen provided reassurance regarding ongoing Taiwan-U.S. trade discussions. The agriculture minister pledged that his ministry would vigorously defend the island's agricultural interests during bilateral tariff negotiations with the United States. The ministry will prioritize Taiwan's food security and the long-term sustainability of our rice industry, Chen pointed out, emphasizing that his team would work to prevent rice tariffs from being reduced to zero, a move that could potentially undermine local producers and Taiwan's agricultural self-sufficiency. ◼