Moe Rice

In Japan, moe can be used to sell almost anything, including food, thus we have moe rice 萌え米.

Now this begs the question why moe rice?

Of course, no denying moe is cute and everyone (or specifically otakus) loves a cute 2D girl and willing to spend money on products printed with them. But if that’s the case, wouldn’t moe be more useful printed on products that aren’t popular? So it helps to sell? And isn’t rice widely consumed in daily meals in most parts of Asia, like Japan? So if a product like rice is already common, why would it need moe to help sell it?

Well in truth, Japanese rice is plentiful but rice consumption has been falling for nearly half a century. Despite that, rice fields still account for 60% of all farmland which resulted in Japan’s harvest vastly exceeds domestic demand and it is too expensive to export overseas. Japanese farmers produced about 2.2 million tons of rice annually but exported only about 1,000 tons, compared to Thailand’s 9.4 million tons.

So the consequence is, lots of rice harvest sits in the farmer’s warehouse, unsold.

That is why rice company are thinking of ways to encourage more people to eat rice, or rather just buy them, since with moe rice, I doubt otakus will bear to open them up.


Above: Moe rice in 2012. This new series of rice will feature artwork by different visual novels illustrators every month.


Touhou moe rice sold in  Reitaisai 6 in 2009.


One of the earlier moe rice in 2009.

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Rice Farmer dad & son: Please buy our rice so we can survive another harvest…

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