Companies rush to high-end rice cookers as consumer tastes change

Home appliance manufacturers are working to expand their lineup of electric rice cookers as more consumers are said to be shifting away from the staple grain.

As boosting rice consumption is crucial to maintaining sales of rice cookers, makers are working together with rice growers to spur more demand, as well as debuting high-end products that focus on flavor and smart features.

In late September, around 20 young people dressed in bright red jumpsuits gathered at a rice paddy in Tome, Miyagi Prefecture.