Abstract
This study examines the market potential of Tochigi-ken rice in foreign countries using data collected in Hong-Kong. A questionnaire was prepared to explore the choice behavior of Hong-Kong consumers, brokers, and retailers for various types of rice, such as rice from China and the United States, Japanese rice developed by Tochigi-ken (called Nasuhikari), and two other brands of Japanese rice. Of these, most Hong-Kong consumers choose Nasuhikari, which is highly rated in terms of quality and price. On the other hand, restaurant owners and brokers in the food industry are more willing to purchase American rice owing to its lower cost. Eating outside the home (e.g., at restaurants or food stalls) is a popular habit in Hong-Kong. Therefore, American rice has an advantage in the Hong-Kong rice market. Thus, Japanese rice growers or exporters should increase their efforts to cut the cost of their rice and to boost its share in the market.
