Convenience stores and restaurants in Japan have jointly reduced prices on rice balls and sushi following a drop in rice costs, aiming to attract customers amid price competition.
On 25 August 2026, NHK news reported that convenience stores and restaurants in Japan are gradually lowering prices on rice-based products after rice costs declined, hoping to draw more customers. Several convenience store chains will reduce prices on 20 types of onigiri rice balls by about 10 yen each, roughly 2 baht, starting 29 September. For example, the tuna mayonnaise onigiri price will decrease from 181 yen to 171 yen, about 37 baht, to align with the lower rice cost.
Meanwhile, sushi restaurants plan to cut prices on their lowest-priced sushi plates from 115 yen to 110 yen, about 24 baht, starting 4 September. Several restaurant chain companies said this move aims to attract more family customers to dine at their outlets.
These price reductions on rice products by both convenience stores and restaurants come as rice costs in Japan begin to fall, enabling businesses to pass on the savings to consumers and use pricing strategies to stimulate spending.
Source: NHK