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Rising U.S. consumption driven by health trends and Japanese interest in affordable Korean rice fuel record export growth

Local time, 9 a.m. on the 9th, Long Island, Jericho, New York State, U.S. Ha Yeon-woo, who visited H Mart, a Korean grocery store, headed straight to the grain section. Ha, who has an elementary school-aged child, buys 10 kg (22 lb) of rice once every two months. While Ha was deliberating among the 20-some varieties of rice, a White couple was seen carrying a sack of rice from Hwaseong, Gyeonggi Province, with familiarity. Ha said, “When I first came to the U.S., only Koreans looked for Korean rice, but now many local Americans are buying it,” adding, “I think the perception that it is healthy has led to a sharp increase in interest in rice within the U.S. recently.”

Rice consumption is increasing in the U.S., the world’s largest consumer market. There are forecasts that Korean rice, which is focusing on quality improvement and diversification of varieties, could enter a period of revival. The National Agricultural Cooperative Federation (NACF) is making various efforts to expand overseas rice consumption, including increasing exports of processed rice products.

Neglected in Korea, Healthy Food in the U.S.

According to the U.S. Department of Agriculture (USDA) “Rice Year Book,” U.S. rice consumption in 2024–2025 recorded a record high of 7.53 million tons. This marks an increase of over 2 million tons from 5.33 million tons in 2000–2001, with the increase over the past five years (614,000 tons) nearly matching the increase over the previous decade (705,000 tons).

The primary reason for the increase in U.S. rice consumption lies in its image as a healthy food. In the U.S., where obesity issues are becoming increasingly severe, rice is recognized as a key ingredient in healthy diets that pair well with various vegetables. Additionally, compared to wheat, the staple food, rice is also gaining attention as a “gluten-free” food. The USDA and the U.S. Rice Association (USA Rice) are promoting rice’s nutritional excellence, suggesting recommended consumption levels and introducing new menu items. This is a completely different situation from Korea, where rice is stigmatized as a “culprit of obesity.” Experts point out that there are many misconceptions among Korean consumers. Kim Ji-yeon, head of the nutrition team at Eunpyeong St. Mary’s Hospital, said, “Chewing rice and side dishes thoroughly together can prevent a sharp rise in blood sugar after meals,” adding, “Rice is an excellent carbohydrate that is good for blood sugar and weight management.”

Opportunity for Korean Rice, Popularity of K-Food

According to the “2025 Michelin Guide New York” released last month, 72 restaurants in New York received one star or higher, with 11 (15%) being Korean restaurants. This placed Korean restaurants in second place after Japanese restaurants (19), surpassing France (9), Mexico (2), and Italy (1). Additionally, according to U.S. market research firm Circana, the number of Korean restaurants in the U.S. increased by 10% in 2024 compared to the previous year, and the number of Korean food service companies entering the U.S. market surged from 528 in 2020 to 778 in 2023.

Driven by the popularity of Korean food, last year’s exports of processed rice products from South Korea to the U.S. surged by 51% compared to the previous year, reaching $173 million. Total exports of processed rice products also hit a record high of $300 million. This marks more than a twofold increase from $140 million in 2020 over four years. Rice exports also showed a sharp increase, reaching $15.39 million in 2022, $28.5 million in 2023, and $49.09 million in 2024. It seems that both rice and processed rice product exports have boarded an express train to rapid growth.

The surge in Japanese rice prices is becoming a new driving force for Korean rice exports. According to the National Agricultural Cooperative Federation (NACF), as of the end of November, South Korea’s rice exports to Japan reached a record high of 581 tons. Even with a high tariff of 341 yen per kilogram, there are cases where Korean rice is cheaper, increasing interest in Korean rice. The sight of Japanese tourists buying rice in Korea and returning home has also become a topic in local media. A source from the NACF said, “South Korea and Japan share a commonality in primarily consuming sticky short-grain Japonica rice,” adding, “Rice export performances to Japan are continuously being reported by regional cooperatives.”

The government is also showing great interest. President Lee Jae-myung asked during a Cabinet meeting on the 9th, “Our country has so much rice left that it’s causing noise,” adding, “Why not sign a contract with Japan and export it?”

NACF’s Strategy to Premiumize Korean Rice

The NACF views this interest and the popularity of K-food as a prime opportunity to reverse the declining trend in domestic rice consumption. To export rice without intermediate distribution processes, it is increasing direct contracts with local distributors such as H Mart (U.S.) and Hannam Supermarket (Canada). Additionally, it is conducting promotions like price discounts and giveaways by investing in the aT support project and its own budget.

It is also pursuing a premiumization strategy. A representative project is supplying NACF rice to 100 Korean restaurants in Paris, France, and providing certification plaques and promotional materials to restaurants using NACF rice. A source from the NACF said, “While promoting the healthy and eco-friendly image of Korean rice, we are building a premium brand.” The analysis suggests that last year’s first-ever exports of Korean rice to major rice-exporting countries like China and Cambodia are also a result of the premium strategy taking effect. Kang Ho-dong, head of the National Agricultural Cooperative Federation (NACF), said, “The high quality and safe distribution of Korean rice must be properly recognized,” adding, “We will increase rice exports by enhancing the global status of Korean rice.”

Source : chosun