Ren Sasaki, a University of Tokyo graduate, is using social media to sell rice and modernize the agricultural business of his family farm [1, 2].
Sasaki's approach represents a shift in the Japanese agricultural sector, where traditional trade customs often limit the profit margins of small-scale farmers. By bypassing these intermediaries, he aims to attract younger generations to farming and ensure the survival of rural enterprises.
Operating from his family's farm in Kawanishi, Yamagata Prefecture, Sasaki began producing rice approximately three years ago [2, 3]. He adopted the online handle "Kome Rikyu" to build a brand that blends agricultural production with digital influence. His efforts are focused on rescuing his family's operation, which was on the verge of closing [1, 4].
To fund and stabilize the business, Sasaki managed a debt of six million yen [2]. He has since leveraged his educational background and digital literacy to reach a wide audience, accumulating approximately 150,000 followers across his social media channels [2].
Sasaki uses his platforms to share the realities of the farming process and the challenges of the industry. This transparency allows him to sell rice directly to consumers, challenging the old commercial habits that have long dominated the Japanese rice market [1, 3].
At 27 years old, Sasaki is positioning himself as an influencer who can make rice cultivation "go viral" [2]. He said his goal is to change the outdated customs of the industry to make farming a viable and attractive career for young people [1, 4].
“Sasaki is challenging traditional Japanese rice trading customs by selling directly to consumers.”
Sasaki's model highlights a growing trend of 'direct-to-consumer' (D2C) agriculture in Japan. By utilizing social media to build a personal brand, small farmers can escape the price-fixing and restrictive distribution networks of traditional cooperatives, potentially creating a more sustainable economic model for aging rural communities.
