An unusual travel trend is gaining momentum among Japanese tourists: buying rice in South Korea. With rice prices continuing to surge in Japan, an increasing number of Japanese visitors are taking advantage of trips across the sea to purchase more affordable grain in Korean supermarkets. Retail industry insiders confirm this rising phenomenon, noting that tourists from Japan have been seen loading their carts with rice in stores across Seoul in recent weeks.
The trend caught wider attention after a viral post on X (formerly Twitter), where a Japanese traveler shared her experience of rice shopping in Seoul. The woman, who described herself as a middle-aged housewife, had been returning to Japan after a trip to Cebu in the Philippines and stopped in Seoul for a layover. Instead of simply enjoying the sights or food, she used the opportunity to stock up on rice.
She detailed how she purchased four kilograms of white rice and five kilograms of brown rice during her brief stay, citing high prices at home as her main motivation. “My mission in Seoul was to buy rice, as prices in Japan have become too high. I decided to take the opportunity to purchase some while in Korea,” she wrote in her post, which quickly gained attention from other frugal shoppers and curious onlookers.
This anecdote reflects a broader consumer concern in Japan, where food inflation has been hitting households hard. Rice, a staple of the Japanese diet, has not been spared. The rising costs have been attributed to multiple factors, including poor harvests and inflationary pressures across supply chains. As a result, many Japanese consumers are seeking alternatives and finding them overseas.
South Korea, meanwhile, has remained relatively stable in terms of rice pricing, making it an appealing destination for budget-conscious Japanese travelers. For those already planning visits or with convenient layovers in Korean cities, it’s becoming common practice to bring back bags of rice as part of their luggage.
This small but telling consumer behavior shift underscores the growing impact of regional economic disparities and food price inflation. It also reveals the lengths to which individuals will go to manage household costs, turning a simple grocery item into an international shopping goal.
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