Japan’s Onigiri Boom: Specialty Shops Double Despite Rising Rice Prices

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While rice prices are rising in Japan, the number of onigiri specialty stores has doubled, making them a new favorite in the food service market.

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TOKYO, JAPAN (MERXWIRE) – Despite rising rice prices in recent years, Japan’s onigiri market has bucked the trend, with a significant increase in the number of specialty stores, demonstrating the unwavering importance of rice in the hearts of the Japanese public. According to Tabelog, a Japanese food search and reservation platform, there will be 2,467 registered onigiri specialty stores nationwide by the end of August 2025, nearly double the 1,249 in 2020, demonstrating continued strong market demand.

Even though the cost of white rice, the primary ingredient in onigiri, has risen significantly, onigiri’s advantages of convenience, delicious taste, and healthy image have continued to attract a large number of customers, particularly urban office workers and young women, who are the main consumer groups. Many customers are willing to pay over 400 yen or even 700 yen per onigiri, considering them “reasonable prices and excellent value.”

Take the recently opened KONGA rice ball specialty store in Nihonbashi Takashimaya, for example. While their rice balls range from 390 to 690 yen, despite the high prices, they still attract long lines. Many customers buy three rice balls at a time, and even though the meal costs over 1,000 yen, they still feel it’s worth it.

One customer who dined at the restaurant said, “Eating plain rice at home seems a bit expensive these days. But the rice balls here look attractive and taste delicious. Even though I spent a bit, I feel it’s worth it and I’m delighted.”

According to data from Japan’s Ministry of Internal Affairs and Communications, Japanese household spending on rice products, such as rice balls, has increased approximately 1.3 times over the past five years, reflecting the return of rice as a daily staple. Furthermore, according to HOT PEPPER, a Japanese food market research organization, the average lunch expenditure for office workers dining out is 1,243 yen, making high-quality rice ball sets priced around 1,000 yen an affordable and popular option.

Experts note that, compared to other food service formats, onigiri specialty shops offer relatively low barriers to entry and a high degree of product standardization, attracting many entrepreneurs. Currently, businesses planning to open shops primarily target commercial districts with high concentrations of office workers, aiming to secure a stable customer base.

As the Japanese food market evolves towards simplicity, personalization, and health, onigiri specialty shops, combining traditional rice dishes with innovative flavors, are rapidly expanding their market share. Industry insiders predict that as long as operators can strike a balance between raw material costs and pricing, onigiri specialty shops will continue to be a new highlight of Japan’s food service industry.