Japan has long been renowned for its pursuit of perfection in all aspects of life, so it is no surprise that this “obsession” extends to the trade of fruits.
Why are Japanese fruits often so expensive?
In some countries, fruits are seen as a nutritious item used for daily desserts. Therefore, you can easily find them at supermarkets or local markets at reasonable prices.
However, in Japan, fruits are considered a precious gift intended for those whom one respects and appreciates. Sometimes, the gift of fruit is given with the hope that the recipient will encounter good fortune.
No matter the size or shape, premium fruits in Japan are always carefully packaged.
In an interview with CNN, Soyeon Shim, the Dean of the School of Human Ecology at the University of Wisconsin-Madison, explained the high prices of Japanese fruits, stating: “Fruits are treated differently in Asian culture, particularly in Japanese society.” He noted that purchasing and consuming fruits in this country is closely linked to social practices and cultural values.
“Not only are fruits an important part of the diet, but they are also seen as luxury items and play a significant role in the complex rituals of gift-giving in Japan“, he added.
No matter the size or shape, premium fruits in Japan are always carefully packaged. (Photo: AFP).
Shim, who has conducted extensive research on Japan’s premium fruit market, shared with CNN: “People buy these expensive fruits to show how special their gift is to the recipient. Therefore, fruits are often given as gifts on important occasions or to special individuals, such as your boss.”
In addition to the factors mentioned, we cannot overlook aspects such as the variety, cultivation methods, and meticulous care provided by farmers when explaining the high prices of Japanese fruits. Reader’s Digest once published an article explaining the high cost of melons grown in Japan. According to that article, before planting a melon, farmers select the best seeds to sow in greenhouses. After the plants bloom, they prune unnecessary buds and flowers, hand-pollinating only the healthiest blooms using a brush.
When the plant bears fruit, only one melon is selected to remain to prevent competition for nutrients with other fruits on the same vine. Each melon is protected from sunburn by being covered with a cap. Notably, farmers will massage the melons to achieve a perfect spherical shape and the best skin color.
It is noteworthy that only 12% of Japan’s land area is allocated for agricultural production. With such limited space, farmers can only produce a certain quantity of fruit due to restricted farm size. Most farms are family-owned and typically allocate all resources to production. Throughout the seasons, they pour their heart and soul into nurturing their crops.
With all these reasons, Japanese fruits are consistently sold at record-high prices.
Here are some of the most expensive fruits in Japan:
Ruby Roman Grapes: 1.1 million yen (13,000 USD/kg)
These grapes are only harvested when each grape weighs a minimum of 20g.
Ruby Roman grapes, grown in Ishikawa, have been cultivated for over 14 years. This variety of grape is characterized by its large size and very high sugar content (18%), and they are only harvested when each grape weighs at least 20g.
The most expensive bunch of Ruby Roman grapes ever sold was auctioned in 2016 at the first auction of the year in Kanazawa City (in Ishikawa Prefecture on Honshu Island) for nearly 13,000 USD for a bunch of 30 grapes (approximately 430 USD per grape). Takamaru Konishi, a supermarket owner in Hyogo Prefecture, purchased the bunch to offer his customers free tasting.
Yubari Melons: 3 million yen (36,000 USD each)
Would you dare spend 36,000 USD on a single melon?
The first auction of the 2016 harvest season in Sapporo featured a pair of Yubari melons from Hokkaido. They fetched a record price, surpassing the previous record of 2.5 million yen from 2008 and 2014. This is also the highest price for any fruit in the world, not just in Japan. Takamaru Konishi was also the buyer of these two melons, intending to thank the Yubari farmers for their years of assistance.
Densuke Watermelon: 650,000 yen (7,900 USD each)
Densuke watermelons, with their black rind, are highly valued for their fresh sweetness and dense flesh texture. The most expensive Densuke watermelon was sold in 2008, weighing 7.7 kg and priced at 7,900 USD. An anonymous seafood dealer purchased this watermelon to support local agriculture.
For the Japanese, expensive fruits are a given. They regard fruits as precious gems of agriculture, cherishing them as a tribute to the hard work of farmers. Fruits carry a significant spiritual meaning, symbolizing respect and reverence from people towards the deities, from children to their parents, and from subordinates to their employers.
The most expensive Densuke watermelon ever sold in 2008, weighing 7.7 kg and costing 7,900 USD.
Amanda Tan, co-founder of Zairyo Singapore, an online grocery store and importer of Japanese products, stated: “In Japan, the attitude towards fruits differs from that towards vegetables. Vegetables are everyday essential foods, while fruits are not. Therefore, when they want to spend on something not a necessity, they are meticulous and have very high standards.”
To achieve that level of perfection, farmer Okuda Nichio spent 15 years researching and developing the Bijin-hime strawberries (meaning “beautiful princess”) that are shaped like a cake and the size of a tennis ball. Similarly, the Sato Nishiki cherries have a perfect exterior, akin to a Christmas decoration. The Ruby Roman grapes must also meet the standard of 20g per grape to be “released.”
The obsession with extremely expensive fruits among the Japanese originates from Sembikiya, the largest and oldest fruit store chain in Japan, established in 1834. The wife of a samurai, who managed the family fruit store, decided to change the business strategy, focusing on the best fruits to impress their clients. Gradually, fruits became an extremely popular gift.
However, there is no fixed price for these fruits, as they are still dependent on the seasons. Therefore, Amanda Tan recommends purchasing fruits in season and, if possible, visiting local areas that specialize in growing these specialties to get the best prices.
Here are some suggestions if you want to buy a Japanese fruit as a gift:
Sato Nishiki Cherries
These trees are typically grown in high plastic tunnels to protect them from rain (which can crack the cherry skin).
Don’t think that only Americans love peaches; in Japan, they are equally cherished. Among the cherry varieties in Japan, Sato Nishiki, with its bright red color, creamy yellow flesh, and sweet flavor, is the most popular.
Eisuke Sato is the “creator” of this cherry variety. The trees are usually grown in high plastic tunnels to protect them from rain (which can crack the cherry skin). The trees are hand-pollinated and pruned, allowing only two flower buds and one leaf bud per cluster. When the fruit begins to ripen, farmers remove surrounding leaves to allow maximum sunlight exposure.
Taiyo no Tamago
Only mangoes weighing a minimum of 350g and with a minimum sugar level of 15% are labeled Taiyo no Tamago.
With its bright orange-red color and oval shape, this mango variety is aptly named Taiyo no Tamago, which means “egg of the sun.” Mango is a tropical fruit, and farmers in Miyazaki Prefecture have the best opportunity to cultivate it in Japan due to the strong sunlight and high humidity. This mango features a glossy red skin, resembling dinosaur eggs, and is considered a premium fruit in Japan.
The Japanese began cultivating mangoes in 1986, but it took over a decade to produce ripe mangoes without blemished skin. The key is to allow the mangoes to fall naturally when ripe, with a net placed underneath to catch them.
Miyazaki mangoes are grown under very strict processes and are quite large, weighing around 350g – 400g each. This is one of the most expensive fruits in Japan, priced at 1.2 to 1.3 million yen each. In fact, a pair of mangoes was sold for an astounding 500,000 yen (approximately $4,547 or nearly 105 million VND) in 2016 in Fukuoka, Japan.
Only mangoes weighing at least 350g and with a sugar content of at least 15% are labeled as Taiyo no Tamago.
This mango variety is currently attracting a lot of attention from people all over the world.
Uniquely Shaped Watermelons
Heart-shaped watermelon.
The first square watermelon was produced by graphic designer Tomoyuki Ono in 1978, as he wanted a fruit that would fit neatly in his refrigerator. Soon after, farmers began learning the technique and started growing square watermelons in large quantities, making them easier to stack during transportation. The high-end fruit shop Shibuya Nishimura in Tokyo sells its square watermelons for 12,960 yen (approximately $158 each). Since watermelons can simply be grown in existing molds, many variations have emerged, including pyramid-shaped and cube-shaped melons. Farmer Hiroichi Kimura from Kumamoto Prefecture spent three years developing his heart-shaped watermelon, ensuring it was not only visually appealing but also delicious.
