To solve the problem of soaring rice prices, Japan¡¯s turning to a classic retailer¡¯s playbook: rebranding the old as ¡°vintage.¡±
That¡¯s what convenience store chain Lawson is dubbing onigiri rice balls made from the grain harvested in 2021 and released from Japan¡¯s strategic reserves in an effort to bring down prices.
Like eggs in the U.S., the cost of the country¡¯s staple, which has doubled over the past 12 months, has been dominating the headlines. And there¡¯s far more at stake than the size of the grocery bill: Rice could determine the fate of the government itself.
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