Gift Fruit Culture: The Story Behind Japan’s Luxury Produce
Strolling through almost any grocery store in Japan you are apt to find an incredible selection of produce. From seasonal fruits and vegetables to staple ingredients, they have it all. But what might stand out to you is the shelves of carefully wrapped and packaged fruits with astonishing price tags. Rows of glistening shine muscat grapes, perfectly ripe strawberries, crisp pears, juicy red mangos, and flawless musk melons sit snugly in their foam holders and wooden crates. Reminiscent of jewelry boxes, they are often topped with a bow and a price tag that would make the average foreigner’s eyes pop out of their head. Why all the fuss about a piece of fruit? These aren’t your average pieces of produce; these are Japan’s prized gift fruits.
The idea of gifting a fruit to someone may seem a little strange but in Japan receiving fruit like this is a reason for celebration. Having watched coworkers’ faces light up when handed a box containing a single Yubari King melon from Hokkaido or a crate of Tottori pears from each cradled in foam netting and wrapped in pink tissue paper, I’ve come to realize fruit is indeed a great gift. With Japan’s high produce prices, the fact that it is free is reason enough to celebrate, however, these fruits are often the best of the best. Carefully selected and shipped in fresh from the prefectures that they are grown in, some of these fruits are even accompanied by certificates of authenticity. With all this care being taken every step of the way from farm to table it only makes sense that they come at a price.
Just how much you ask? It depends on the fruit. For one dekopan, a sweet but bumpy citrus fruit, you could be out $13. A plump cluster of shine muscat grapes could run you as much as $20. But compared to some of the top-tier gift fruits that is nothing. Melons fetch a hefty sum with the famed Yubari King melons of Hokkaido typically ringing in around $200 per melon with some even selling at auction in 2019 for a shocking total of about $45,000. It gets even crazier. Some gift fruit, such as the $94 square Zentsuji watermelons of Kagawa, aren’t even edible! They are purely for show since the fruit is often picked before maturity for durability’s sake.
Now how did this fruity tradition come to be? Some say that the tradition comes from the custom of bringing of produce to shrines and temples as offerings to the gods during festivals. Others suggest that it may have stemmed from samurai in the 14th century who would bring fruit (along with other gifts) to their shogun as a show of appreciation. At the time fruit would been a luxury, given that modern production techniques were not yet discovered. Either way, the tradition has stuck and the giving fruit as a gift offers a way to share the wonderful tastes of Japan’s seasons with those around you.
About the author:
Nadine Pryor
Nadine first became interested in Japan and Japanese culture after working with an exchange program at her university. After hearing so many wonderful things from the exchange students she worked with she was longing for a chance to see Japan for herself. That opportunity came to her in the form of the JET program where she spent 5 years on a small island in the beautiful prefecture of Okinawa. While living in this very rural community of just under 1,300 people she was lucky to experience a glimpse into some of Okinawa’s unique traditions and culture. In her free time, she traveled the main island of Japan as well as eastern Asia, seeking out the most delicious foods and exciting experiences. She currently resides in the United States but hopes to return to Japan in the future.
