Issue 60
The DITP has advised Thai entrepreneurs to offer value-added rice products to Japanese consumers.
The Thai Trade Office in Tokyo reported that rice consumption in Japan has fallen consistently over the years. In 2015, the annual consumption of rice was 55 kilograms per person roughly 50% of the rate in 1962. However, the office observes that various types of rice products have been introduced to consumers recently.
“The Thai Trade Office in Tokyo reported this year, that new rice products such as rice-made cola drinks, rice milk, rice coffee and rice draught beer have been well received by Japanese consumers,” DITP Director-General Malee Choklumlerd said on November 18. “This presents a new opportunity for Thai enterprises to produce new rice products to serve the need of Japanese consumers who are health-conscious.”
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