Japanese rice is now facing an unprecedented crisis. Many farmers are struggling with the harsh reality that “the more they produce, the more they lose money.” In response, popular YouTuber Hikaru has taken a stand. Using his own experience and influence, he launched a new brand, “Genkidamai”, to tackle the real problems surrounding rice production.
In this article, we will clearly explain why rice prices are rising while farmers continue to suffer, and what solution Hikaru has come up with.
Will Japanese Rice Disappear!? Why Hikaru Is Seriously Tackling the Rice Crisis
YouTuber Hikaru has begun to seriously address Japan’s worsening rice problem. As someone from a farming family, he grew up surrounded by rice, and this project carries deep personal meaning for him.
In this article, we will break down the current issues, Hikaru’s efforts, and what actions we can take based on the content of his video.
Why Are Farmers Not Making Money Despite Rising Rice Prices?
The biggest problem Hikaru pointed out is the harsh reality that “the more rice farmers produce, the more they lose money.”
- Soaring prices of fertilizer and pesticides
- Inability to update or maintain farming equipment
- Aging population and lack of successors
- Rice is sold too cheaply
- Without brand value, rice can’t be sold at a high price
These factors combined are making it difficult for farming to remain a viable profession.
Why Don’t Farmers See Profit Even When Rice Is Expensive?
Currently, rice is sold at supermarkets for around 4,200 yen per 5kg. However, the amount farmers actually receive is less than half that. In other words, intermediaries take large cuts during distribution, leaving very little for the farmers themselves.
What Is Hikaru’s “Profitable Farming” Model?
Hikaru proposed a business model in which he would purchase rice directly from farmers at the same high price as Niigata Koshihikari (¥23,000 per 60kg).
Here are the key points:
- Buy rice from farmers at a high price
- Hikaru takes full responsibility for selling the rice
- Consumers receive high-grade rice at fair prices
This system is being developed as the “Genkidamai Project” and will be expanded nationwide.
What Are the Benefits for Consumers?
The rice Hikaru sells will be marketed under the brand name “Genkidamai”.
Pricing is as follows:
- 5kg: ¥3,980 (+ approx. ¥800 shipping)
- 10kg: ¥7,980 (+ approx. ¥800 shipping)
Slightly more expensive than supermarkets, but these purchases include the following bonuses:
- Exclusive membership videos from Hikaru
- Chance to participate in special events
In other words, your purchase includes a story and an investment in the future worth ¥800.
How Did the Project Start?
The project began after Hikaru heard firsthand accounts from farmers in his hometown of Ichikawa, Hyogo Prefecture.
He also met directly with the town mayor and started collaborating with local government.
What’s the Future Sales Schedule?
- May: Rice planting by farmers begins
- October: Harvest and shipping start
- Currently collecting interest (not pre-orders, just a survey)
The number of interested buyers will determine how much rice Hikaru will purchase from farmers.
How Can You Support the Project?
There are two ways you can help:
For Those Who Want to Buy Rice
If you’re interested in buying “Genkidamai” from Hikaru, please express your interest through the purchase intent form. Actual sales will begin in the fall.
For Farmers Who Want to Sell Rice
If you’re a farmer who would like to sell your rice to Hikaru at a high price, you can also contact him using the farmer application form.
What Is the Goal of This Project?
Hikaru’s goal is to create a society where rice is valued properly.
- “Farmers are rewarded for their work”
- “Rice is sold at a fair price”
- “Japanese agriculture is preserved”
The first step toward that goal starts with YouTube and grassroots efforts.
Lastly: It’s Your Turn to Take Action
This project relies on you taking action by choosing to buy.
It may seem expensive, but your ¥800 helps support a farmer’s future.
Your simple statement—“I’ll buy rice from Hikaru”—could be the first step in changing Japanese agriculture.
Please check the video description and fill out the interest form to join the project!
▼ Related Links
- Watch Hikaru’s YouTube video here
- Purchase Interest Form (5kg/10kg)
- Farmer Application Form
- Genkidamai social media and links (please follow us!)
Your support and shares mean everything—thank you!
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