Imagine holding a sleek black box labeled as the world’s finest rice while a seasoned Japanese chef eyes it with a mix of curiosity and doubt. Kenichi Fujimoto, who runs Sushi Fujimoto in Hong Kong and has trained under Michelin-starred masters for over two decades, knows rice better than most. He has tried countless varieties yet admits he had never encountered anything quite like Kinmemai Premium. This special rice from Toyo Rice company carries a hefty price tag that once earned it a spot in the Guinness Book of Records as the most expensive in the world.
The story begins with Keiji Saika, the 91-year-old president of Toyo Rice. Several years ago he set out to showcase the excellence of Japanese rice on a global stage. With hundreds of varieties grown across Japan, he believed the world deserved to experience something truly exceptional. In 2016 he launched Kinmemai Premium at around $109 per kilogram, a bold move that quickly sold out despite the cost.
What makes this rice so unique starts with careful selection. Each year Saika picks four to six top award-winning varieties from thousands entered in Japan’s premier rice competition. These grains undergo detailed enzyme analysis to ensure peak vitality before months of aging to deepen their flavor. The result is a limited annual edition, often presented as a luxurious gift that elevates the prestige of the farmers involved.
Saika openly shares that the project rarely turns a profit. His true aim has always been to highlight premium Japanese rice and inspire growers to pursue higher quality. He even developed a rinse-free version to conserve water, showing his broader commitment to innovation. For many Japanese, tasting Kinmemai Premium marks a special once-a-year ritual tied to celebrating the new harvest.
Independent chefs have put it to the test with impressive results. Fujimoto noted its beautiful clear grains that shine like diamonds, a hallmark of superior quality. After cooking, he praised the balanced taste and excellent texture that holds moisture well. His wife Ai echoed the excitement, while Hong Kong chef Nansen Lai described the complex aroma and flavor as far richer than everyday rice.
Yet both experts agree the price makes it impractical for restaurant use. They worry about the broader challenges facing rice farmers, with rising costs and stagnant prices threatening the next generation. Projects like this help bring attention and value to an industry that struggles to attract young talent. Saika himself draws lifelong passion from childhood memories of post-war food shortages that taught him never to take rice for granted.
At 91 Saika still heads to the office daily, crediting his health to the grain he loves so deeply. As Toyo Rice approaches the tenth anniversary of Kinmemai Premium, his efforts continue to shape how the world views Japanese rice. This limited treasure reminds us that true quality often comes with a story worth appreciating.
Have you ever tried a premium rice variety or another luxury food worth the splurge? Share your experiences in the comments.
