Kinmemai Premium: The Secrets of the World's Most Expensive Rice

In 2016, Kinmemai Premium, produced by Toyo Rice Corporation, made its mark in the Guinness World Records as the world's most expensive rice. In front of CNN cameras, Japanese chef Kenichi Fujimoto prepared this rare product, housed in a black box adorned with the phrase "Best Rice in the World" in golden letters.

"These products are often very commercial and not necessarily good," explains the owner of Sushi Fujimoto restaurant in Hong Kong, with a hint of skepticism, as he points to the pot of rice simmering in his kitchen. Moments later, once plated, the verdict is in, and the gourmet concedes he has never tasted anything like it before.

"It's like a diamond. You can see each grain stand out, which is usually a sign of quality. The shape is beautiful, and the aroma is well-balanced, not too strong or too light," analyzes Kenichi Fujimoto. "From a restaurateur's perspective, we can't afford rice like this. We would also need a firmer rice, like Thai rice, which can handle stronger sauces. But this rice is so flavorful that it could be enjoyed plain," adds his wife and collaborator, Lai.

Extremely Limited Production

Each year, only 1,000 boxes of Kinmemai Premium are produced. They don't stay on the shelves for long before customers must wait several months for restocking. The 840-gram box is currently sold for 10,800 yen, approximately 61.50 euros.

Launched in 2016 as a limited edition, this premium grain has successfully captured international attention, as evidenced by the award it received in its inaugural year. Initially, the project's aim was to promote Japanese rice on the international stage and encourage producers to cultivate high-quality varieties rather than focus on profit. "If we calculate the costs, we are probably at a loss. Even if we sell it at a high price, it is not profitable," admits Keiji Saika. The president of Toyo Rice Corporation expresses satisfaction in having revitalized local rice production, restoring its prestigious reputation.

Grains Selected by Competition

To produce Kinmemai Premium, Keiji Saika selects four to six exceptional varieties each year from around 5,000 entries in the International Contest on Rice Taste Evaluation, organized by the esteemed Japan Grain Inspection Association. The criteria? Flavor, texture, and enzyme levels. "This vitality, this strength, can be detected through enzymatic activity. Rice with such vitality becomes special," explains the nonagenarian to CNN.

After the competition, selected producers are invited to Tokyo to present their rice to the local press. Then comes the waiting period. "Allowing the rice to rest for a few months enhances its flavor. The taste becomes richer, and the health benefits seem to improve as well," adds the businessman. It is a demanding process that justifies the price and rarity.