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Pair of Melons Sell for Record $29,473 at Auction in Japan

Pair of Melons Sell for Record $29,473 at Auction in Japan


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That’s literally the salary of a forklift operator at Aldi

ranmaru_ / istockphoto

The melon was grown in Northern Japan.

How much would you pay for a nice set of melons? Two Yubari King melons grown on the island of Hokkaido in Japan recently sold for a record 3.2 million yen ($29,473) at a Sapporo wholesale market, The Mainichi reports. High-end cantaloupes from the town of Yubari typically fetch a pretty penny — particularly at the first auction of the season. This year’s steep price tag far surpasses last year’s 1.5 million-yen ($13,830) sale and the previous record bid of 3 million yen ($27,621) in 2016.

There's a noteworthy market for wildly expensive fruit in Japan, and sought-after examples often serve as a sign of prestige or function as respectful gifts.The winning bidder, Shinya Noda, is the president of a local fruit and vegetable packing company called Hokuyu Pack, which is celebrating its 30th anniversary with the big buy.

“I wanted to make a record-setting bid by all means,” Noda told the outlet.

The ultra-lavish melon pair will be on display until the end of May, and then both fruits will be cut and served to Hokuyu Pack’s customers free of charge as “natsu no gifuto” or a “summer gift.” According to the gaming and culture website Kotaku, it’s customary for people in Japan to give presents such as beer, cookies, or expensive fruit to customers and clients in late spring.

The single pair of premium Yubari melons fetched a record 3.2 million yen ($29,300) at an auction in Japan on May 26. (Photo: VCG) pic.twitter.com/kXa51mtSYu

— China Daily (@ChinaDailyUSA) May 26, 2018

We common folk will likely continue buying regular, low-cost fruit off the stand or at the grocery store, but for those looking to spend a few extra bucks on otherwise cheap dishes — put a dent in your wallet with the world's most expensive burgers, cheesesteaks, and more.


$27,000 melons? Unwrapping the high price of Japan's luxury fruit habit

It looks like a jewelry shop with its high-end exterior.

But a peek inside the sparkling glass display cases at any of Sembikiya's Tokyo outlets reveals expensive treasures of a surprising kind.

From heart-shaped watermelons to "Ruby Roman" grapes, which are the size of a ping pong ball, this retailer specializes in selling mouth-watering produce at eye-watering prices.

Expensive, carefully-cultivated fruit, however, is not unique to Sembikiya's stores.

Across Japan, such products regularly sell for tens of thousands of dollars at auction. In 2016, a pair of premium Hokkaido cantaloupe sold for a record $27,240 (3 million yen).

"Fruits are treated differently in Asian culture and in Japanese society especially," Soyeon Shim, dean of the School of Human Ecology at the University of Wisconsin-Madison, tells CNN. "Fruit purchase and consumption are tied to social and cultural practices.

"It is not only an important part of their diet, but, perhaps more importantly, fruit is considered a luxury item and plays an important and elaborate ritual part in Japan's extensive gift-giving practices."

Cultivating status

Cultivating high-end produce usually involves meticulous, labor-intensive practices developed by Japanese farmers.

"It's hard getting the shape of these strawberries right -- they can sometimes turn out like globes," says Okuda Nichio, of his highly-prized Bijin-hime (beautiful princess) strawberries, which he tries to grow "scoop-shaped".

"It's taken me 15 years to reach this level of perfection."

Nichio's strawberries each take 45 days to grow at his Okuda farm in Gifu prefecture, and although he won't go into detail about how they are produced -- "I can't tell you exactly what the methods are because otherwise everyone else will catch on" -- he believes it is time well spent.

His largest tennis-ball sized strawberries, of which he only produces around 500 a year, usually sell for more than 500,000 yen ($4,395) each.

Rarity is a tactic also employed by the producers of Japan's "Ruby Roman" grapes, who offer just 2,400 bunches of the large red fruit each year.

The grapes were cultivated to fill a gap in the Japanese luxury fruit market, according to Ruby Roman spokesman Hirano Keisuke.

"These grapes look big and red -- like a ruby. It's been a painstaking process to achieve that red color," he says.

First released in 2008, today individual bunches can sell for over 100,000 yen ($880) each -- but that price can go much higher.

In southwest Japan last year, a supermarket paid 1.1 million yen ($9,700) for a first-harvest bunch of "Ruby Roman" at auction.

Holding just 30 grapes in total, that record-breaking bunch essentially sold for $320 per grape.

Gifts of perfection

So why are Japanese consumers willing to pay so much for their fruit?

Whereas in many Western cultures apples and oranges are prized for their nutritional value, the Japanese see fruit in almost spiritual terms, regularly offering it to the gods on their butsudan -- or home altars -- and Buddhist steps.

For this reason, high-end fruit has come to be viewed as an important symbol of respect.

"People purchase these expensive fruits to demonstrate how special their gifts are to the recipients, for special occasions or for someone socially important, like your boss," says Shim, who has conducted extensive researched into Japan's luxury fruit market.

Ken Gehrt, a professor of marketing at San Jose State University, in California, says the fruit is of particular importance during the gift-giving seasons of Ochugen and Oseibo, when presents are bestowed on people as a show of respect.

"Fine fruit is also given as part of the elaborately nuanced process of relationship cultivation in Japan," adds Gehrt, who has conducted consumer research in Japan to help American fruit growers better understand the market.

The eye of the beholder

Great thought and presentation goes into even the smallest of fruit gifts.

As such single flawless strawberries are often sold in containers that resemble a jewelry box, while melons are individually wrapped and presented in ornate wooden boxes.

"It is said that the Japanese eat with their eyes. Certainly high-end fruit stands apart in terms of its beautiful appearance and the lovely way it is packaged and presented," says Gehrt.

Rather than being a deterrent, for some consumers a high price tag adds prestige and signifies quality.

"In some ways, it's like luxury chocolate, but giving it as a gift conveys status and regard for the other person," explains Cecilia Smith Fujishima, a lecturer in comparative culture at Shirayuri University in Tokyo.

Although not all Japanese consumers buy expensive fruit to gift -- many appreciate its rarefied taste.

But while many Japanese extol the exceptional flavors of these fruit, Smith Fujishima says it's often too sweet for her Australian-raised tatste buds, and Western palettes in general.

"These fruits seem to be more delicious in a subtle way," she says, hinting that the fine packaging and good marketing may influence people's opinion on the taste.

"(People's perceptions may also be affected by the fruit's beautiful appearance and presentation as well as its more appealing texture."


$27,000 melons? Unwrapping the high price of Japan's luxury fruit habit

It looks like a jewelry shop with its high-end exterior.

But a peek inside the sparkling glass display cases at any of Sembikiya's Tokyo outlets reveals expensive treasures of a surprising kind.

From heart-shaped watermelons to "Ruby Roman" grapes, which are the size of a ping pong ball, this retailer specializes in selling mouth-watering produce at eye-watering prices.

Expensive, carefully-cultivated fruit, however, is not unique to Sembikiya's stores.

Across Japan, such products regularly sell for tens of thousands of dollars at auction. In 2016, a pair of premium Hokkaido cantaloupe sold for a record $27,240 (3 million yen).

"Fruits are treated differently in Asian culture and in Japanese society especially," Soyeon Shim, dean of the School of Human Ecology at the University of Wisconsin-Madison, tells CNN. "Fruit purchase and consumption are tied to social and cultural practices.

"It is not only an important part of their diet, but, perhaps more importantly, fruit is considered a luxury item and plays an important and elaborate ritual part in Japan's extensive gift-giving practices."

Cultivating status

Cultivating high-end produce usually involves meticulous, labor-intensive practices developed by Japanese farmers.

"It's hard getting the shape of these strawberries right -- they can sometimes turn out like globes," says Okuda Nichio, of his highly-prized Bijin-hime (beautiful princess) strawberries, which he tries to grow "scoop-shaped".

"It's taken me 15 years to reach this level of perfection."

Nichio's strawberries each take 45 days to grow at his Okuda farm in Gifu prefecture, and although he won't go into detail about how they are produced -- "I can't tell you exactly what the methods are because otherwise everyone else will catch on" -- he believes it is time well spent.

His largest tennis-ball sized strawberries, of which he only produces around 500 a year, usually sell for more than 500,000 yen ($4,395) each.

Rarity is a tactic also employed by the producers of Japan's "Ruby Roman" grapes, who offer just 2,400 bunches of the large red fruit each year.

The grapes were cultivated to fill a gap in the Japanese luxury fruit market, according to Ruby Roman spokesman Hirano Keisuke.

"These grapes look big and red -- like a ruby. It's been a painstaking process to achieve that red color," he says.

First released in 2008, today individual bunches can sell for over 100,000 yen ($880) each -- but that price can go much higher.

In southwest Japan last year, a supermarket paid 1.1 million yen ($9,700) for a first-harvest bunch of "Ruby Roman" at auction.

Holding just 30 grapes in total, that record-breaking bunch essentially sold for $320 per grape.

Gifts of perfection

So why are Japanese consumers willing to pay so much for their fruit?

Whereas in many Western cultures apples and oranges are prized for their nutritional value, the Japanese see fruit in almost spiritual terms, regularly offering it to the gods on their butsudan -- or home altars -- and Buddhist steps.

For this reason, high-end fruit has come to be viewed as an important symbol of respect.

"People purchase these expensive fruits to demonstrate how special their gifts are to the recipients, for special occasions or for someone socially important, like your boss," says Shim, who has conducted extensive researched into Japan's luxury fruit market.

Ken Gehrt, a professor of marketing at San Jose State University, in California, says the fruit is of particular importance during the gift-giving seasons of Ochugen and Oseibo, when presents are bestowed on people as a show of respect.

"Fine fruit is also given as part of the elaborately nuanced process of relationship cultivation in Japan," adds Gehrt, who has conducted consumer research in Japan to help American fruit growers better understand the market.

The eye of the beholder

Great thought and presentation goes into even the smallest of fruit gifts.

As such single flawless strawberries are often sold in containers that resemble a jewelry box, while melons are individually wrapped and presented in ornate wooden boxes.

"It is said that the Japanese eat with their eyes. Certainly high-end fruit stands apart in terms of its beautiful appearance and the lovely way it is packaged and presented," says Gehrt.

Rather than being a deterrent, for some consumers a high price tag adds prestige and signifies quality.

"In some ways, it's like luxury chocolate, but giving it as a gift conveys status and regard for the other person," explains Cecilia Smith Fujishima, a lecturer in comparative culture at Shirayuri University in Tokyo.

Although not all Japanese consumers buy expensive fruit to gift -- many appreciate its rarefied taste.

But while many Japanese extol the exceptional flavors of these fruit, Smith Fujishima says it's often too sweet for her Australian-raised tatste buds, and Western palettes in general.

"These fruits seem to be more delicious in a subtle way," she says, hinting that the fine packaging and good marketing may influence people's opinion on the taste.

"(People's perceptions may also be affected by the fruit's beautiful appearance and presentation as well as its more appealing texture."


$27,000 melons? Unwrapping the high price of Japan's luxury fruit habit

It looks like a jewelry shop with its high-end exterior.

But a peek inside the sparkling glass display cases at any of Sembikiya's Tokyo outlets reveals expensive treasures of a surprising kind.

From heart-shaped watermelons to "Ruby Roman" grapes, which are the size of a ping pong ball, this retailer specializes in selling mouth-watering produce at eye-watering prices.

Expensive, carefully-cultivated fruit, however, is not unique to Sembikiya's stores.

Across Japan, such products regularly sell for tens of thousands of dollars at auction. In 2016, a pair of premium Hokkaido cantaloupe sold for a record $27,240 (3 million yen).

"Fruits are treated differently in Asian culture and in Japanese society especially," Soyeon Shim, dean of the School of Human Ecology at the University of Wisconsin-Madison, tells CNN. "Fruit purchase and consumption are tied to social and cultural practices.

"It is not only an important part of their diet, but, perhaps more importantly, fruit is considered a luxury item and plays an important and elaborate ritual part in Japan's extensive gift-giving practices."

Cultivating status

Cultivating high-end produce usually involves meticulous, labor-intensive practices developed by Japanese farmers.

"It's hard getting the shape of these strawberries right -- they can sometimes turn out like globes," says Okuda Nichio, of his highly-prized Bijin-hime (beautiful princess) strawberries, which he tries to grow "scoop-shaped".

"It's taken me 15 years to reach this level of perfection."

Nichio's strawberries each take 45 days to grow at his Okuda farm in Gifu prefecture, and although he won't go into detail about how they are produced -- "I can't tell you exactly what the methods are because otherwise everyone else will catch on" -- he believes it is time well spent.

His largest tennis-ball sized strawberries, of which he only produces around 500 a year, usually sell for more than 500,000 yen ($4,395) each.

Rarity is a tactic also employed by the producers of Japan's "Ruby Roman" grapes, who offer just 2,400 bunches of the large red fruit each year.

The grapes were cultivated to fill a gap in the Japanese luxury fruit market, according to Ruby Roman spokesman Hirano Keisuke.

"These grapes look big and red -- like a ruby. It's been a painstaking process to achieve that red color," he says.

First released in 2008, today individual bunches can sell for over 100,000 yen ($880) each -- but that price can go much higher.

In southwest Japan last year, a supermarket paid 1.1 million yen ($9,700) for a first-harvest bunch of "Ruby Roman" at auction.

Holding just 30 grapes in total, that record-breaking bunch essentially sold for $320 per grape.

Gifts of perfection

So why are Japanese consumers willing to pay so much for their fruit?

Whereas in many Western cultures apples and oranges are prized for their nutritional value, the Japanese see fruit in almost spiritual terms, regularly offering it to the gods on their butsudan -- or home altars -- and Buddhist steps.

For this reason, high-end fruit has come to be viewed as an important symbol of respect.

"People purchase these expensive fruits to demonstrate how special their gifts are to the recipients, for special occasions or for someone socially important, like your boss," says Shim, who has conducted extensive researched into Japan's luxury fruit market.

Ken Gehrt, a professor of marketing at San Jose State University, in California, says the fruit is of particular importance during the gift-giving seasons of Ochugen and Oseibo, when presents are bestowed on people as a show of respect.

"Fine fruit is also given as part of the elaborately nuanced process of relationship cultivation in Japan," adds Gehrt, who has conducted consumer research in Japan to help American fruit growers better understand the market.

The eye of the beholder

Great thought and presentation goes into even the smallest of fruit gifts.

As such single flawless strawberries are often sold in containers that resemble a jewelry box, while melons are individually wrapped and presented in ornate wooden boxes.

"It is said that the Japanese eat with their eyes. Certainly high-end fruit stands apart in terms of its beautiful appearance and the lovely way it is packaged and presented," says Gehrt.

Rather than being a deterrent, for some consumers a high price tag adds prestige and signifies quality.

"In some ways, it's like luxury chocolate, but giving it as a gift conveys status and regard for the other person," explains Cecilia Smith Fujishima, a lecturer in comparative culture at Shirayuri University in Tokyo.

Although not all Japanese consumers buy expensive fruit to gift -- many appreciate its rarefied taste.

But while many Japanese extol the exceptional flavors of these fruit, Smith Fujishima says it's often too sweet for her Australian-raised tatste buds, and Western palettes in general.

"These fruits seem to be more delicious in a subtle way," she says, hinting that the fine packaging and good marketing may influence people's opinion on the taste.

"(People's perceptions may also be affected by the fruit's beautiful appearance and presentation as well as its more appealing texture."


$27,000 melons? Unwrapping the high price of Japan's luxury fruit habit

It looks like a jewelry shop with its high-end exterior.

But a peek inside the sparkling glass display cases at any of Sembikiya's Tokyo outlets reveals expensive treasures of a surprising kind.

From heart-shaped watermelons to "Ruby Roman" grapes, which are the size of a ping pong ball, this retailer specializes in selling mouth-watering produce at eye-watering prices.

Expensive, carefully-cultivated fruit, however, is not unique to Sembikiya's stores.

Across Japan, such products regularly sell for tens of thousands of dollars at auction. In 2016, a pair of premium Hokkaido cantaloupe sold for a record $27,240 (3 million yen).

"Fruits are treated differently in Asian culture and in Japanese society especially," Soyeon Shim, dean of the School of Human Ecology at the University of Wisconsin-Madison, tells CNN. "Fruit purchase and consumption are tied to social and cultural practices.

"It is not only an important part of their diet, but, perhaps more importantly, fruit is considered a luxury item and plays an important and elaborate ritual part in Japan's extensive gift-giving practices."

Cultivating status

Cultivating high-end produce usually involves meticulous, labor-intensive practices developed by Japanese farmers.

"It's hard getting the shape of these strawberries right -- they can sometimes turn out like globes," says Okuda Nichio, of his highly-prized Bijin-hime (beautiful princess) strawberries, which he tries to grow "scoop-shaped".

"It's taken me 15 years to reach this level of perfection."

Nichio's strawberries each take 45 days to grow at his Okuda farm in Gifu prefecture, and although he won't go into detail about how they are produced -- "I can't tell you exactly what the methods are because otherwise everyone else will catch on" -- he believes it is time well spent.

His largest tennis-ball sized strawberries, of which he only produces around 500 a year, usually sell for more than 500,000 yen ($4,395) each.

Rarity is a tactic also employed by the producers of Japan's "Ruby Roman" grapes, who offer just 2,400 bunches of the large red fruit each year.

The grapes were cultivated to fill a gap in the Japanese luxury fruit market, according to Ruby Roman spokesman Hirano Keisuke.

"These grapes look big and red -- like a ruby. It's been a painstaking process to achieve that red color," he says.

First released in 2008, today individual bunches can sell for over 100,000 yen ($880) each -- but that price can go much higher.

In southwest Japan last year, a supermarket paid 1.1 million yen ($9,700) for a first-harvest bunch of "Ruby Roman" at auction.

Holding just 30 grapes in total, that record-breaking bunch essentially sold for $320 per grape.

Gifts of perfection

So why are Japanese consumers willing to pay so much for their fruit?

Whereas in many Western cultures apples and oranges are prized for their nutritional value, the Japanese see fruit in almost spiritual terms, regularly offering it to the gods on their butsudan -- or home altars -- and Buddhist steps.

For this reason, high-end fruit has come to be viewed as an important symbol of respect.

"People purchase these expensive fruits to demonstrate how special their gifts are to the recipients, for special occasions or for someone socially important, like your boss," says Shim, who has conducted extensive researched into Japan's luxury fruit market.

Ken Gehrt, a professor of marketing at San Jose State University, in California, says the fruit is of particular importance during the gift-giving seasons of Ochugen and Oseibo, when presents are bestowed on people as a show of respect.

"Fine fruit is also given as part of the elaborately nuanced process of relationship cultivation in Japan," adds Gehrt, who has conducted consumer research in Japan to help American fruit growers better understand the market.

The eye of the beholder

Great thought and presentation goes into even the smallest of fruit gifts.

As such single flawless strawberries are often sold in containers that resemble a jewelry box, while melons are individually wrapped and presented in ornate wooden boxes.

"It is said that the Japanese eat with their eyes. Certainly high-end fruit stands apart in terms of its beautiful appearance and the lovely way it is packaged and presented," says Gehrt.

Rather than being a deterrent, for some consumers a high price tag adds prestige and signifies quality.

"In some ways, it's like luxury chocolate, but giving it as a gift conveys status and regard for the other person," explains Cecilia Smith Fujishima, a lecturer in comparative culture at Shirayuri University in Tokyo.

Although not all Japanese consumers buy expensive fruit to gift -- many appreciate its rarefied taste.

But while many Japanese extol the exceptional flavors of these fruit, Smith Fujishima says it's often too sweet for her Australian-raised tatste buds, and Western palettes in general.

"These fruits seem to be more delicious in a subtle way," she says, hinting that the fine packaging and good marketing may influence people's opinion on the taste.

"(People's perceptions may also be affected by the fruit's beautiful appearance and presentation as well as its more appealing texture."


$27,000 melons? Unwrapping the high price of Japan's luxury fruit habit

It looks like a jewelry shop with its high-end exterior.

But a peek inside the sparkling glass display cases at any of Sembikiya's Tokyo outlets reveals expensive treasures of a surprising kind.

From heart-shaped watermelons to "Ruby Roman" grapes, which are the size of a ping pong ball, this retailer specializes in selling mouth-watering produce at eye-watering prices.

Expensive, carefully-cultivated fruit, however, is not unique to Sembikiya's stores.

Across Japan, such products regularly sell for tens of thousands of dollars at auction. In 2016, a pair of premium Hokkaido cantaloupe sold for a record $27,240 (3 million yen).

"Fruits are treated differently in Asian culture and in Japanese society especially," Soyeon Shim, dean of the School of Human Ecology at the University of Wisconsin-Madison, tells CNN. "Fruit purchase and consumption are tied to social and cultural practices.

"It is not only an important part of their diet, but, perhaps more importantly, fruit is considered a luxury item and plays an important and elaborate ritual part in Japan's extensive gift-giving practices."

Cultivating status

Cultivating high-end produce usually involves meticulous, labor-intensive practices developed by Japanese farmers.

"It's hard getting the shape of these strawberries right -- they can sometimes turn out like globes," says Okuda Nichio, of his highly-prized Bijin-hime (beautiful princess) strawberries, which he tries to grow "scoop-shaped".

"It's taken me 15 years to reach this level of perfection."

Nichio's strawberries each take 45 days to grow at his Okuda farm in Gifu prefecture, and although he won't go into detail about how they are produced -- "I can't tell you exactly what the methods are because otherwise everyone else will catch on" -- he believes it is time well spent.

His largest tennis-ball sized strawberries, of which he only produces around 500 a year, usually sell for more than 500,000 yen ($4,395) each.

Rarity is a tactic also employed by the producers of Japan's "Ruby Roman" grapes, who offer just 2,400 bunches of the large red fruit each year.

The grapes were cultivated to fill a gap in the Japanese luxury fruit market, according to Ruby Roman spokesman Hirano Keisuke.

"These grapes look big and red -- like a ruby. It's been a painstaking process to achieve that red color," he says.

First released in 2008, today individual bunches can sell for over 100,000 yen ($880) each -- but that price can go much higher.

In southwest Japan last year, a supermarket paid 1.1 million yen ($9,700) for a first-harvest bunch of "Ruby Roman" at auction.

Holding just 30 grapes in total, that record-breaking bunch essentially sold for $320 per grape.

Gifts of perfection

So why are Japanese consumers willing to pay so much for their fruit?

Whereas in many Western cultures apples and oranges are prized for their nutritional value, the Japanese see fruit in almost spiritual terms, regularly offering it to the gods on their butsudan -- or home altars -- and Buddhist steps.

For this reason, high-end fruit has come to be viewed as an important symbol of respect.

"People purchase these expensive fruits to demonstrate how special their gifts are to the recipients, for special occasions or for someone socially important, like your boss," says Shim, who has conducted extensive researched into Japan's luxury fruit market.

Ken Gehrt, a professor of marketing at San Jose State University, in California, says the fruit is of particular importance during the gift-giving seasons of Ochugen and Oseibo, when presents are bestowed on people as a show of respect.

"Fine fruit is also given as part of the elaborately nuanced process of relationship cultivation in Japan," adds Gehrt, who has conducted consumer research in Japan to help American fruit growers better understand the market.

The eye of the beholder

Great thought and presentation goes into even the smallest of fruit gifts.

As such single flawless strawberries are often sold in containers that resemble a jewelry box, while melons are individually wrapped and presented in ornate wooden boxes.

"It is said that the Japanese eat with their eyes. Certainly high-end fruit stands apart in terms of its beautiful appearance and the lovely way it is packaged and presented," says Gehrt.

Rather than being a deterrent, for some consumers a high price tag adds prestige and signifies quality.

"In some ways, it's like luxury chocolate, but giving it as a gift conveys status and regard for the other person," explains Cecilia Smith Fujishima, a lecturer in comparative culture at Shirayuri University in Tokyo.

Although not all Japanese consumers buy expensive fruit to gift -- many appreciate its rarefied taste.

But while many Japanese extol the exceptional flavors of these fruit, Smith Fujishima says it's often too sweet for her Australian-raised tatste buds, and Western palettes in general.

"These fruits seem to be more delicious in a subtle way," she says, hinting that the fine packaging and good marketing may influence people's opinion on the taste.

"(People's perceptions may also be affected by the fruit's beautiful appearance and presentation as well as its more appealing texture."


$27,000 melons? Unwrapping the high price of Japan's luxury fruit habit

It looks like a jewelry shop with its high-end exterior.

But a peek inside the sparkling glass display cases at any of Sembikiya's Tokyo outlets reveals expensive treasures of a surprising kind.

From heart-shaped watermelons to "Ruby Roman" grapes, which are the size of a ping pong ball, this retailer specializes in selling mouth-watering produce at eye-watering prices.

Expensive, carefully-cultivated fruit, however, is not unique to Sembikiya's stores.

Across Japan, such products regularly sell for tens of thousands of dollars at auction. In 2016, a pair of premium Hokkaido cantaloupe sold for a record $27,240 (3 million yen).

"Fruits are treated differently in Asian culture and in Japanese society especially," Soyeon Shim, dean of the School of Human Ecology at the University of Wisconsin-Madison, tells CNN. "Fruit purchase and consumption are tied to social and cultural practices.

"It is not only an important part of their diet, but, perhaps more importantly, fruit is considered a luxury item and plays an important and elaborate ritual part in Japan's extensive gift-giving practices."

Cultivating status

Cultivating high-end produce usually involves meticulous, labor-intensive practices developed by Japanese farmers.

"It's hard getting the shape of these strawberries right -- they can sometimes turn out like globes," says Okuda Nichio, of his highly-prized Bijin-hime (beautiful princess) strawberries, which he tries to grow "scoop-shaped".

"It's taken me 15 years to reach this level of perfection."

Nichio's strawberries each take 45 days to grow at his Okuda farm in Gifu prefecture, and although he won't go into detail about how they are produced -- "I can't tell you exactly what the methods are because otherwise everyone else will catch on" -- he believes it is time well spent.

His largest tennis-ball sized strawberries, of which he only produces around 500 a year, usually sell for more than 500,000 yen ($4,395) each.

Rarity is a tactic also employed by the producers of Japan's "Ruby Roman" grapes, who offer just 2,400 bunches of the large red fruit each year.

The grapes were cultivated to fill a gap in the Japanese luxury fruit market, according to Ruby Roman spokesman Hirano Keisuke.

"These grapes look big and red -- like a ruby. It's been a painstaking process to achieve that red color," he says.

First released in 2008, today individual bunches can sell for over 100,000 yen ($880) each -- but that price can go much higher.

In southwest Japan last year, a supermarket paid 1.1 million yen ($9,700) for a first-harvest bunch of "Ruby Roman" at auction.

Holding just 30 grapes in total, that record-breaking bunch essentially sold for $320 per grape.

Gifts of perfection

So why are Japanese consumers willing to pay so much for their fruit?

Whereas in many Western cultures apples and oranges are prized for their nutritional value, the Japanese see fruit in almost spiritual terms, regularly offering it to the gods on their butsudan -- or home altars -- and Buddhist steps.

For this reason, high-end fruit has come to be viewed as an important symbol of respect.

"People purchase these expensive fruits to demonstrate how special their gifts are to the recipients, for special occasions or for someone socially important, like your boss," says Shim, who has conducted extensive researched into Japan's luxury fruit market.

Ken Gehrt, a professor of marketing at San Jose State University, in California, says the fruit is of particular importance during the gift-giving seasons of Ochugen and Oseibo, when presents are bestowed on people as a show of respect.

"Fine fruit is also given as part of the elaborately nuanced process of relationship cultivation in Japan," adds Gehrt, who has conducted consumer research in Japan to help American fruit growers better understand the market.

The eye of the beholder

Great thought and presentation goes into even the smallest of fruit gifts.

As such single flawless strawberries are often sold in containers that resemble a jewelry box, while melons are individually wrapped and presented in ornate wooden boxes.

"It is said that the Japanese eat with their eyes. Certainly high-end fruit stands apart in terms of its beautiful appearance and the lovely way it is packaged and presented," says Gehrt.

Rather than being a deterrent, for some consumers a high price tag adds prestige and signifies quality.

"In some ways, it's like luxury chocolate, but giving it as a gift conveys status and regard for the other person," explains Cecilia Smith Fujishima, a lecturer in comparative culture at Shirayuri University in Tokyo.

Although not all Japanese consumers buy expensive fruit to gift -- many appreciate its rarefied taste.

But while many Japanese extol the exceptional flavors of these fruit, Smith Fujishima says it's often too sweet for her Australian-raised tatste buds, and Western palettes in general.

"These fruits seem to be more delicious in a subtle way," she says, hinting that the fine packaging and good marketing may influence people's opinion on the taste.

"(People's perceptions may also be affected by the fruit's beautiful appearance and presentation as well as its more appealing texture."


$27,000 melons? Unwrapping the high price of Japan's luxury fruit habit

It looks like a jewelry shop with its high-end exterior.

But a peek inside the sparkling glass display cases at any of Sembikiya's Tokyo outlets reveals expensive treasures of a surprising kind.

From heart-shaped watermelons to "Ruby Roman" grapes, which are the size of a ping pong ball, this retailer specializes in selling mouth-watering produce at eye-watering prices.

Expensive, carefully-cultivated fruit, however, is not unique to Sembikiya's stores.

Across Japan, such products regularly sell for tens of thousands of dollars at auction. In 2016, a pair of premium Hokkaido cantaloupe sold for a record $27,240 (3 million yen).

"Fruits are treated differently in Asian culture and in Japanese society especially," Soyeon Shim, dean of the School of Human Ecology at the University of Wisconsin-Madison, tells CNN. "Fruit purchase and consumption are tied to social and cultural practices.

"It is not only an important part of their diet, but, perhaps more importantly, fruit is considered a luxury item and plays an important and elaborate ritual part in Japan's extensive gift-giving practices."

Cultivating status

Cultivating high-end produce usually involves meticulous, labor-intensive practices developed by Japanese farmers.

"It's hard getting the shape of these strawberries right -- they can sometimes turn out like globes," says Okuda Nichio, of his highly-prized Bijin-hime (beautiful princess) strawberries, which he tries to grow "scoop-shaped".

"It's taken me 15 years to reach this level of perfection."

Nichio's strawberries each take 45 days to grow at his Okuda farm in Gifu prefecture, and although he won't go into detail about how they are produced -- "I can't tell you exactly what the methods are because otherwise everyone else will catch on" -- he believes it is time well spent.

His largest tennis-ball sized strawberries, of which he only produces around 500 a year, usually sell for more than 500,000 yen ($4,395) each.

Rarity is a tactic also employed by the producers of Japan's "Ruby Roman" grapes, who offer just 2,400 bunches of the large red fruit each year.

The grapes were cultivated to fill a gap in the Japanese luxury fruit market, according to Ruby Roman spokesman Hirano Keisuke.

"These grapes look big and red -- like a ruby. It's been a painstaking process to achieve that red color," he says.

First released in 2008, today individual bunches can sell for over 100,000 yen ($880) each -- but that price can go much higher.

In southwest Japan last year, a supermarket paid 1.1 million yen ($9,700) for a first-harvest bunch of "Ruby Roman" at auction.

Holding just 30 grapes in total, that record-breaking bunch essentially sold for $320 per grape.

Gifts of perfection

So why are Japanese consumers willing to pay so much for their fruit?

Whereas in many Western cultures apples and oranges are prized for their nutritional value, the Japanese see fruit in almost spiritual terms, regularly offering it to the gods on their butsudan -- or home altars -- and Buddhist steps.

For this reason, high-end fruit has come to be viewed as an important symbol of respect.

"People purchase these expensive fruits to demonstrate how special their gifts are to the recipients, for special occasions or for someone socially important, like your boss," says Shim, who has conducted extensive researched into Japan's luxury fruit market.

Ken Gehrt, a professor of marketing at San Jose State University, in California, says the fruit is of particular importance during the gift-giving seasons of Ochugen and Oseibo, when presents are bestowed on people as a show of respect.

"Fine fruit is also given as part of the elaborately nuanced process of relationship cultivation in Japan," adds Gehrt, who has conducted consumer research in Japan to help American fruit growers better understand the market.

The eye of the beholder

Great thought and presentation goes into even the smallest of fruit gifts.

As such single flawless strawberries are often sold in containers that resemble a jewelry box, while melons are individually wrapped and presented in ornate wooden boxes.

"It is said that the Japanese eat with their eyes. Certainly high-end fruit stands apart in terms of its beautiful appearance and the lovely way it is packaged and presented," says Gehrt.

Rather than being a deterrent, for some consumers a high price tag adds prestige and signifies quality.

"In some ways, it's like luxury chocolate, but giving it as a gift conveys status and regard for the other person," explains Cecilia Smith Fujishima, a lecturer in comparative culture at Shirayuri University in Tokyo.

Although not all Japanese consumers buy expensive fruit to gift -- many appreciate its rarefied taste.

But while many Japanese extol the exceptional flavors of these fruit, Smith Fujishima says it's often too sweet for her Australian-raised tatste buds, and Western palettes in general.

"These fruits seem to be more delicious in a subtle way," she says, hinting that the fine packaging and good marketing may influence people's opinion on the taste.

"(People's perceptions may also be affected by the fruit's beautiful appearance and presentation as well as its more appealing texture."


$27,000 melons? Unwrapping the high price of Japan's luxury fruit habit

It looks like a jewelry shop with its high-end exterior.

But a peek inside the sparkling glass display cases at any of Sembikiya's Tokyo outlets reveals expensive treasures of a surprising kind.

From heart-shaped watermelons to "Ruby Roman" grapes, which are the size of a ping pong ball, this retailer specializes in selling mouth-watering produce at eye-watering prices.

Expensive, carefully-cultivated fruit, however, is not unique to Sembikiya's stores.

Across Japan, such products regularly sell for tens of thousands of dollars at auction. In 2016, a pair of premium Hokkaido cantaloupe sold for a record $27,240 (3 million yen).

"Fruits are treated differently in Asian culture and in Japanese society especially," Soyeon Shim, dean of the School of Human Ecology at the University of Wisconsin-Madison, tells CNN. "Fruit purchase and consumption are tied to social and cultural practices.

"It is not only an important part of their diet, but, perhaps more importantly, fruit is considered a luxury item and plays an important and elaborate ritual part in Japan's extensive gift-giving practices."

Cultivating status

Cultivating high-end produce usually involves meticulous, labor-intensive practices developed by Japanese farmers.

"It's hard getting the shape of these strawberries right -- they can sometimes turn out like globes," says Okuda Nichio, of his highly-prized Bijin-hime (beautiful princess) strawberries, which he tries to grow "scoop-shaped".

"It's taken me 15 years to reach this level of perfection."

Nichio's strawberries each take 45 days to grow at his Okuda farm in Gifu prefecture, and although he won't go into detail about how they are produced -- "I can't tell you exactly what the methods are because otherwise everyone else will catch on" -- he believes it is time well spent.

His largest tennis-ball sized strawberries, of which he only produces around 500 a year, usually sell for more than 500,000 yen ($4,395) each.

Rarity is a tactic also employed by the producers of Japan's "Ruby Roman" grapes, who offer just 2,400 bunches of the large red fruit each year.

The grapes were cultivated to fill a gap in the Japanese luxury fruit market, according to Ruby Roman spokesman Hirano Keisuke.

"These grapes look big and red -- like a ruby. It's been a painstaking process to achieve that red color," he says.

First released in 2008, today individual bunches can sell for over 100,000 yen ($880) each -- but that price can go much higher.

In southwest Japan last year, a supermarket paid 1.1 million yen ($9,700) for a first-harvest bunch of "Ruby Roman" at auction.

Holding just 30 grapes in total, that record-breaking bunch essentially sold for $320 per grape.

Gifts of perfection

So why are Japanese consumers willing to pay so much for their fruit?

Whereas in many Western cultures apples and oranges are prized for their nutritional value, the Japanese see fruit in almost spiritual terms, regularly offering it to the gods on their butsudan -- or home altars -- and Buddhist steps.

For this reason, high-end fruit has come to be viewed as an important symbol of respect.

"People purchase these expensive fruits to demonstrate how special their gifts are to the recipients, for special occasions or for someone socially important, like your boss," says Shim, who has conducted extensive researched into Japan's luxury fruit market.

Ken Gehrt, a professor of marketing at San Jose State University, in California, says the fruit is of particular importance during the gift-giving seasons of Ochugen and Oseibo, when presents are bestowed on people as a show of respect.

"Fine fruit is also given as part of the elaborately nuanced process of relationship cultivation in Japan," adds Gehrt, who has conducted consumer research in Japan to help American fruit growers better understand the market.

The eye of the beholder

Great thought and presentation goes into even the smallest of fruit gifts.

As such single flawless strawberries are often sold in containers that resemble a jewelry box, while melons are individually wrapped and presented in ornate wooden boxes.

"It is said that the Japanese eat with their eyes. Certainly high-end fruit stands apart in terms of its beautiful appearance and the lovely way it is packaged and presented," says Gehrt.

Rather than being a deterrent, for some consumers a high price tag adds prestige and signifies quality.

"In some ways, it's like luxury chocolate, but giving it as a gift conveys status and regard for the other person," explains Cecilia Smith Fujishima, a lecturer in comparative culture at Shirayuri University in Tokyo.

Although not all Japanese consumers buy expensive fruit to gift -- many appreciate its rarefied taste.

But while many Japanese extol the exceptional flavors of these fruit, Smith Fujishima says it's often too sweet for her Australian-raised tatste buds, and Western palettes in general.

"These fruits seem to be more delicious in a subtle way," she says, hinting that the fine packaging and good marketing may influence people's opinion on the taste.

"(People's perceptions may also be affected by the fruit's beautiful appearance and presentation as well as its more appealing texture."


$27,000 melons? Unwrapping the high price of Japan's luxury fruit habit

It looks like a jewelry shop with its high-end exterior.

But a peek inside the sparkling glass display cases at any of Sembikiya's Tokyo outlets reveals expensive treasures of a surprising kind.

From heart-shaped watermelons to "Ruby Roman" grapes, which are the size of a ping pong ball, this retailer specializes in selling mouth-watering produce at eye-watering prices.

Expensive, carefully-cultivated fruit, however, is not unique to Sembikiya's stores.

Across Japan, such products regularly sell for tens of thousands of dollars at auction. In 2016, a pair of premium Hokkaido cantaloupe sold for a record $27,240 (3 million yen).

"Fruits are treated differently in Asian culture and in Japanese society especially," Soyeon Shim, dean of the School of Human Ecology at the University of Wisconsin-Madison, tells CNN. "Fruit purchase and consumption are tied to social and cultural practices.

"It is not only an important part of their diet, but, perhaps more importantly, fruit is considered a luxury item and plays an important and elaborate ritual part in Japan's extensive gift-giving practices."

Cultivating status

Cultivating high-end produce usually involves meticulous, labor-intensive practices developed by Japanese farmers.

"It's hard getting the shape of these strawberries right -- they can sometimes turn out like globes," says Okuda Nichio, of his highly-prized Bijin-hime (beautiful princess) strawberries, which he tries to grow "scoop-shaped".

"It's taken me 15 years to reach this level of perfection."

Nichio's strawberries each take 45 days to grow at his Okuda farm in Gifu prefecture, and although he won't go into detail about how they are produced -- "I can't tell you exactly what the methods are because otherwise everyone else will catch on" -- he believes it is time well spent.

His largest tennis-ball sized strawberries, of which he only produces around 500 a year, usually sell for more than 500,000 yen ($4,395) each.

Rarity is a tactic also employed by the producers of Japan's "Ruby Roman" grapes, who offer just 2,400 bunches of the large red fruit each year.

The grapes were cultivated to fill a gap in the Japanese luxury fruit market, according to Ruby Roman spokesman Hirano Keisuke.

"These grapes look big and red -- like a ruby. It's been a painstaking process to achieve that red color," he says.

First released in 2008, today individual bunches can sell for over 100,000 yen ($880) each -- but that price can go much higher.

In southwest Japan last year, a supermarket paid 1.1 million yen ($9,700) for a first-harvest bunch of "Ruby Roman" at auction.

Holding just 30 grapes in total, that record-breaking bunch essentially sold for $320 per grape.

Gifts of perfection

So why are Japanese consumers willing to pay so much for their fruit?

Whereas in many Western cultures apples and oranges are prized for their nutritional value, the Japanese see fruit in almost spiritual terms, regularly offering it to the gods on their butsudan -- or home altars -- and Buddhist steps.

For this reason, high-end fruit has come to be viewed as an important symbol of respect.

"People purchase these expensive fruits to demonstrate how special their gifts are to the recipients, for special occasions or for someone socially important, like your boss," says Shim, who has conducted extensive researched into Japan's luxury fruit market.

Ken Gehrt, a professor of marketing at San Jose State University, in California, says the fruit is of particular importance during the gift-giving seasons of Ochugen and Oseibo, when presents are bestowed on people as a show of respect.

"Fine fruit is also given as part of the elaborately nuanced process of relationship cultivation in Japan," adds Gehrt, who has conducted consumer research in Japan to help American fruit growers better understand the market.

The eye of the beholder

Great thought and presentation goes into even the smallest of fruit gifts.

As such single flawless strawberries are often sold in containers that resemble a jewelry box, while melons are individually wrapped and presented in ornate wooden boxes.

"It is said that the Japanese eat with their eyes. Certainly high-end fruit stands apart in terms of its beautiful appearance and the lovely way it is packaged and presented," says Gehrt.

Rather than being a deterrent, for some consumers a high price tag adds prestige and signifies quality.

"In some ways, it's like luxury chocolate, but giving it as a gift conveys status and regard for the other person," explains Cecilia Smith Fujishima, a lecturer in comparative culture at Shirayuri University in Tokyo.

Although not all Japanese consumers buy expensive fruit to gift -- many appreciate its rarefied taste.

But while many Japanese extol the exceptional flavors of these fruit, Smith Fujishima says it's often too sweet for her Australian-raised tatste buds, and Western palettes in general.

"These fruits seem to be more delicious in a subtle way," she says, hinting that the fine packaging and good marketing may influence people's opinion on the taste.

"(People's perceptions may also be affected by the fruit's beautiful appearance and presentation as well as its more appealing texture."


$27,000 melons? Unwrapping the high price of Japan's luxury fruit habit

It looks like a jewelry shop with its high-end exterior.

But a peek inside the sparkling glass display cases at any of Sembikiya's Tokyo outlets reveals expensive treasures of a surprising kind.

From heart-shaped watermelons to "Ruby Roman" grapes, which are the size of a ping pong ball, this retailer specializes in selling mouth-watering produce at eye-watering prices.

Expensive, carefully-cultivated fruit, however, is not unique to Sembikiya's stores.

Across Japan, such products regularly sell for tens of thousands of dollars at auction. In 2016, a pair of premium Hokkaido cantaloupe sold for a record $27,240 (3 million yen).

"Fruits are treated differently in Asian culture and in Japanese society especially," Soyeon Shim, dean of the School of Human Ecology at the University of Wisconsin-Madison, tells CNN. "Fruit purchase and consumption are tied to social and cultural practices.

"It is not only an important part of their diet, but, perhaps more importantly, fruit is considered a luxury item and plays an important and elaborate ritual part in Japan's extensive gift-giving practices."

Cultivating status

Cultivating high-end produce usually involves meticulous, labor-intensive practices developed by Japanese farmers.

"It's hard getting the shape of these strawberries right -- they can sometimes turn out like globes," says Okuda Nichio, of his highly-prized Bijin-hime (beautiful princess) strawberries, which he tries to grow "scoop-shaped".

"It's taken me 15 years to reach this level of perfection."

Nichio's strawberries each take 45 days to grow at his Okuda farm in Gifu prefecture, and although he won't go into detail about how they are produced -- "I can't tell you exactly what the methods are because otherwise everyone else will catch on" -- he believes it is time well spent.

His largest tennis-ball sized strawberries, of which he only produces around 500 a year, usually sell for more than 500,000 yen ($4,395) each.

Rarity is a tactic also employed by the producers of Japan's "Ruby Roman" grapes, who offer just 2,400 bunches of the large red fruit each year.

The grapes were cultivated to fill a gap in the Japanese luxury fruit market, according to Ruby Roman spokesman Hirano Keisuke.

"These grapes look big and red -- like a ruby. It's been a painstaking process to achieve that red color," he says.

First released in 2008, today individual bunches can sell for over 100,000 yen ($880) each -- but that price can go much higher.

In southwest Japan last year, a supermarket paid 1.1 million yen ($9,700) for a first-harvest bunch of "Ruby Roman" at auction.

Holding just 30 grapes in total, that record-breaking bunch essentially sold for $320 per grape.

Gifts of perfection

So why are Japanese consumers willing to pay so much for their fruit?

Whereas in many Western cultures apples and oranges are prized for their nutritional value, the Japanese see fruit in almost spiritual terms, regularly offering it to the gods on their butsudan -- or home altars -- and Buddhist steps.

For this reason, high-end fruit has come to be viewed as an important symbol of respect.

"People purchase these expensive fruits to demonstrate how special their gifts are to the recipients, for special occasions or for someone socially important, like your boss," says Shim, who has conducted extensive researched into Japan's luxury fruit market.

Ken Gehrt, a professor of marketing at San Jose State University, in California, says the fruit is of particular importance during the gift-giving seasons of Ochugen and Oseibo, when presents are bestowed on people as a show of respect.

"Fine fruit is also given as part of the elaborately nuanced process of relationship cultivation in Japan," adds Gehrt, who has conducted consumer research in Japan to help American fruit growers better understand the market.

The eye of the beholder

Great thought and presentation goes into even the smallest of fruit gifts.

As such single flawless strawberries are often sold in containers that resemble a jewelry box, while melons are individually wrapped and presented in ornate wooden boxes.

"It is said that the Japanese eat with their eyes. Certainly high-end fruit stands apart in terms of its beautiful appearance and the lovely way it is packaged and presented," says Gehrt.

Rather than being a deterrent, for some consumers a high price tag adds prestige and signifies quality.

"In some ways, it's like luxury chocolate, but giving it as a gift conveys status and regard for the other person," explains Cecilia Smith Fujishima, a lecturer in comparative culture at Shirayuri University in Tokyo.

Although not all Japanese consumers buy expensive fruit to gift -- many appreciate its rarefied taste.

But while many Japanese extol the exceptional flavors of these fruit, Smith Fujishima says it's often too sweet for her Australian-raised tatste buds, and Western palettes in general.

"These fruits seem to be more delicious in a subtle way," she says, hinting that the fine packaging and good marketing may influence people's opinion on the taste.

"(People's perceptions may also be affected by the fruit's beautiful appearance and presentation as well as its more appealing texture."


Watch the video: Delicious melon from Yamanashi, Japan (July 2022).


Comments:

  1. Terrell

    You are absolutely right. In this nothing there is a good idea. Ready to support you.

  2. Colis

    Bravo, this is just a great thought.

  3. Jediah

    Agree, that's the funny answer

  4. Medwine

    Of course. And with this I have come across. We will discuss this question.



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