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#Inbound Tourism

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Life & Lifestyle

Onigiri Goes Global: Japan's Largest Railway Group Opens a Rice Ball Shop in London as Government Backs Worldwide Expansion

JR East, Japan's largest railway group, opened onigiri shop TOKYO ONIGIRI in London's Leicester Square in December 2025. Behind this unusual move, a railway company entering overseas food retail, lies the government's GOHAN Project strategy to boost Japanese rice exports. From Onigiri Summit 2026 to convenience store packaging innovations, we explore how the humble rice ball could become Japan's next global food hit after sushi and ramen.

Life & Lifestyle

Behind the Boom: The Infrastructure Powering Japan's $11 Billion Food Export Machine

Japan's food exports hit a record $11.3 billion, but what systems make that possible? From 20 miso makers uniting at FOODEX to a $13 billion inbound food tourism pipeline, from onigiri startups promoting rice in Vietnam to a Toyosu-based platform targeting 100 cities worldwide, this is the story of the infrastructure behind Japan's food globalization.