VOL.212 FEBRUARY 2026
CYCLING JAPAN [POLICY-RELATED NEWS] The Onigiri Project: Promoting the Appeal of Rice

Japan’s culture has developed around rice cultivation. Rice is not merely a staple food to the Japanese; it has a special place, interlaced with rituals and economic activities.

Onigiri or rice ball, which can be enjoyed with a wide variety of fillings, are familiar to Japanese from childhood and may be the representative Japanese rice dish. Since onigiri are easily bought in convenience stores and elsewhere, in recent years it has also become popular with international tourists visiting Japan. In this article, we introduce the Onigiri Project, which is being run by the Ministry of Agriculture, Forestry and Fisheries (MAFF) to promote the appeal of rice.

Expanding rice consumption leads to the realization of a sustainable society

Since ancient times, rice has been an essential staple food for Japanese people. Recent research has revealed that there is a high likelihood that paddy rice cultivation was already practiced in Japan by around the 3rd century BC in the late Jomon period.¹ The rice cultivation cycle—seedlings planted in spring maturing in autumn for harvest—is well-suited to Japan’s climate and geography, and became the foundation of Japanese life and culture. Along the events of the four seasons, mochi (Japanese rice cake), dango (rice dumplings), sushi, and other rice dishes have adorned dinner tables.

However, even as this traditional food culture continues to be passed down, per capita rice consumption in Japan has been trending downward due to the Westernization and diversification of diets (see Figure 1). Since rice is Japan’s only self-sufficient grain, sustaining the domestic production base of paddy fields is a critical challenge in terms not only of sustainable development of rice cultivation and other agriculture, but also for handing over the foundation of our food culture to the next generation and preserving diverse ecosystems such as rural landscapes, frogs, and dragonflies. In this regard, the MAFF is promoting the Onigiri Project to expand rice consumption and promote the appeal of rice.

Figure 1: Trends in Japan’s Rice Consumption (Per Capita, Annual)

Per capita rice consumption in Japan has declined steadily ever since peaking in fiscal year 1962. Over the last decade, it has stagnated at around half of that peak level.

Project promotes the appeal of onigiri from various aspects

Onigiri are made by shaping cooked rice and fillings into triangles or rounded shapes and wrapping them in nori seaweed. One of the great attractions of onigiri is that one can choose fillings to suit individual tastes, and that they remain delicious even when eaten cold. Surrounded by sea and rich in mountains, Japan has plentiful seafood and mountain delicacies which can be used as ingredients for a wide variety of regionally distinctive onigiri fillings. As easy-to-eat sources of energy, onigiri are gaining attention for their healthy and nutritional aspects, with world-class athletes powering up with them before a match or during a rest. In addition, the growing number of onigiri shops and their sales at convenience stores have made them popular among international tourists in recent years, and the onigiri market is expanding (see Figure 2). The Onigiri Project aims to convey the appeal of onigiri from various angles so that people rediscover the great taste of rice. Compelling content is created to highlight the deliciousness, high nutritional value, and convenience of onigiri. This includes posting information on various social media platforms through collaborations with companies and students, and onigiri-related videos on the MAFF’s YouTube channel BUZZ MAFF: Yappari Gohan Desho! (“Rice is the answer!”). The ministry's official Onigiri Project website introduces local onigiri shops and initiatives like “Tabi suru Chimu Onigiri (“Touring Team Onigiri”),” which sends the mascot characters Team Onigiri and Team Omusubi (same meaning as onigiri) to schools and companies across Japan, where they collaborate with local residents to promote onigiri. We hope this project will create opportunities for all onigiri and rice stakeholders both in Japan and abroad, to connect, and drive lively information exchange on social media, thereby spreading the appeal of Japan and its rice and leading to greater domestic rice consumption. Details are available on the Onigiri Project official website (in Japanese only).

Figure 2: Trends in the Onigiri and Similar Products Market

Use the QR code below to view the channel.

• 1. From around the 14th century BC to the 3rd century BC.

Photo: Kitakyushu City High School; JETRO Bangkok; PIXTA