Japan retailers racing to offer low-priced goods amid inflation

Japanese retailers are competing to offer low-priced goods as consumers continue to keep their purse strings tight amid inflation.

While it is increasingly difficult for retailers to differentiate their goods from rivals’ in terms of prices due to higher material and labor costs, they are making efforts to keep the prices of their merchandise low by using cheap materials and ingredients, such as imported rice, and reviewing packages.

Convenience store operator Lawson plans to sell ehomaki seasonal sushi rolls using Calrose variety rice imported from the United States for 10% of the rice portion in Tokyo and surrounding areas in February. Preorders have been robust as their prices are set at ¥430, ¥60 lower than the company’s salad ehomaki rolls using only Japanese rice.