Consumer Promotion Goes Online in Japan

Colorful social media ad in Japanese for Calrose
Social media ads give online promotions a boost
May 11, 2022
TOKYO, JAPAN – USA Rice social media promotion aims to increase followers here with an online consumer campaign beginning on Friday, May 13, and running until the end of June.  

“Until recently, USA Rice had focused most of our resources on trade servicing and the foodservice industry,” said Jim Guinn, USA Rice director of Asia promotion programs.  “However, with the negative effects of the COVID-19 pandemic in the foodservice arena, our focus has shifted to pay more attention to Japanese consumers, who, like Americans, have been preparing more of their meals at home.”

Last month, the first 2022 consumer-focused social media promotion garnered approximately 1,000 new followers for USA Rice Japan – 216 on Instagram and 778 on Twitter.  After posting ads featuring the campaign on both platforms, the number of engagements climbed to 63,245 in total.  The social media ads also drove traffic to the USA Rice website with 3,751 new visits.

The campaign's theme is U.S. medium grain dishes that work well for outdoor activities, including barbecues, camping, and picnics.  Three recipes were featured in the first phase of the campaign – Lemon Greek Rice, Chicken Over Spanish Rice, and Parmesan Green Peas Rice – developed by Chef Soejima who worked with USA Rice Japan on a cookbook published last year.

“The campaign’s launch later this week and another event in June focusing on barbecue will feature more U.S. medium grain recipes to be enjoyed outdoors,” Guinn said.

Japan is the second largest export market for U.S. rice based on value and third based on volume, and is the largest export destination in Asia.