Japan's rice market is witnessing slow sales of new rice, prompting a campaign for consumers to understand the actual production costs. The initiative aims to bring awareness to the ongoing struggle of farmers grappling with low prices for their produce. This is occurring amidst changing consumer behavior and increasing popularity of alternative grains. The trend might impact the long-standing traditions of rice consumption in the country.

Rice is central to Japanese culture and economy, making it a topic of nationwide concern. Japanese consumers show great interest in the quality and price of rice. The current plight of farmers, coupled with slow sales of new rice, presents a socio-economic challenge. It questions the sustainability of a critical aspect of Japanese livelihoods and food security.

In the US or EU, similar issues within the agriculture sector, such as the plight of dairy or grain farmers, often result in government programs or subsidies to support struggling farmers or changes in market regulations. It also sparks discussions about fair trade and consumer awareness about the true cost of food.