Japanese Rice Exporters are seeking initiative to boost the rice export to Singapore by taking advantages of the wealthy city-state’s appetite for Japanese cuisine.

A scheme named “This is Japan Quality” has been started by Japan Rice Industry Export Promotion Association with collaboration with Agriculture Ministry to promote the advantages and qualities of Japanese rice

Chairman of Association, Ryo Kimura said on Monday that the scheme aims to increase the Japanese rice export to globally by first focusing Singapore.

Japan is targeting Singapore for its rice promotion in Southeast Asia and fuel interest in Japanese rice products.

Agriculture Minister Estimates that Japan has exported 1200 tons of rice to various small city state last year worth of ¥370 million, which is 10 times the China export volume.

The association has designed new logo and website for the Japanese rice and the rice packaging would having QR codes which will facilitate the customer to have an easy access to the websites.

Akira Karasawa, director general for crop production at the Agriculture, Forestry and Fisheries Ministry said that the government will try to promote the agricultural and fisheries product globally at the launch program of the scheme.

Japan’s global export value of rice is small at only ¥1.4 billion last year. The government has set a goal of raising the export value of rice and rice products to ¥60 billion by 2020, Karasawa said.

He added that one of the reasons for launching the initiative in Singapore is due to the nation’s high income level.