当社メディアジャパンは、農林水産省事業「スマート・オコメ・チェーンコンソーシアム」輸出ワーキンググループ（WG） に参画し、日本産米の輸出促進に向けた支援を行いました。
本プロジェクトの一環として、中国およびシンガポールを対象に、現地レストラン・小売店・卸売業者を対象としたヒアリング調査の選定・交渉・実施を担当しました。
■実施内容・特徴
●調査対象の選定・交渉
現地の業態（レストラン／小売／卸売）バランスを考慮し、輸入・販売実績のある事業者を中心にヒアリング先を選定。
日系・ローカル双方の主要プレーヤーに接触し、実務的な課題や需要動向を把握しました。
●ヒアリングの実施
現地担当者との直接面談・オンラインインタビューを実施。
・日本産米に対する評価・認知度
・ 現地調達コスト・物流課題
・メニュー開発・販売戦略における活用意向 などを中心に情報を収集しました。
●市場実態の把握と課題整理
ヒアリング結果をもとに、現地における日本産米の流通構造・販売環境・価格帯を分析し、輸出拡大に向けた課題と機会を整理しました。
■成果と今後の展開
●現地関係者の生の声をもとに、日本産米の輸出・販売に関する具体的な課題を可視化
●シンガポール・中国両市場における需要傾向を整理し、次フェーズの戦略立案に反映
本調査成果を活かし、今後は日本産米のブランド化・販路開拓支援・プロモーション施策の展開を進めてまいります。
Media Japan participated in the “Smart Okome Chain Consortium” Export Working Group (WG), a project commissioned by Japan’s Ministry of Agriculture, Forestry and Fisheries (MAFF), to support the promotion of Japanese rice exports.
As part of the initiative, we were responsible for conducting market research and interviews with restaurants, retailers, and wholesalers in China and Singapore, identifying local business needs and practical challenges related to the import and distribution of Japanese rice.
■Project Activities and Key Features
●Selection and Coordination of Interview Targets
We carefully selected interviewees representing a balanced mix of industry types, including restaurants, retail outlets, and wholesalers.
Our focus was on companies with existing experience in importing or distributing Japanese food products, both Japanese-affiliated and local businesses.
Through direct engagement, we gathered first-hand insights into market realities, logistical issues, and demand trends.
●On-Site and Online Interviews
Interviews were conducted either in person or via online meetings with local business representatives.
Discussions focused on topics such as:
– Perceptions and awareness of Japanese rice among local buyers and consumers
– Cost structures and logistical challenges in local procurement
– Menu development and sales strategies involving Japanese rice
This approach allowed for the collection of practical, data-driven insights grounded in real business experiences.
●Market Analysis and Issue Identification
Based on the findings, Media Japan analyzed the distribution systems, sales environments, and price ranges of Japanese rice in both markets.
We then summarized the key issues and potential opportunities for expanding Japanese rice exports to Asia.
■Achievements and Future Outlook
●Gathered authentic, on-the-ground feedback from local stakeholders, clarifying the specific challenges facing Japanese rice exports.
●Identified emerging market trends and consumer demand patterns in Singapore and China, forming a foundation for the consortium’s next strategic phase.
●Moving forward, Media Japan will leverage these insights to support initiatives focused on:
– Brand development of Japanese rice
– Distribution channel expansion
– Promotional and marketing strategies for overseas markets
Through continued collaboration within the consortium, we aim to contribute to the global growth and recognition of Japanese rice as a premium food brand.