Tourists frequently marvel at the beauty, size, and shape of Japanese fruit, but they are even more astonished by its price. Why, people ask again and again, is Japanese fruit so expensive? Nippon.com aims to answer that question, by beginning at the top, at one of Japan’s most distinguished purveyors of fancy fruit.
The interior of the flagship Sembikiya store in Nihonbashi with its elegant displays of colorful wares in softly lit glass cases, looks less like a fruit market than a jewelry store—and its prices reinforce that impression. Jade-green muskmelons run between ¥14,000 and ¥21,600 a piece (roughly $140–$215 at current exchange rates). A single bunch of Seto Giant grapes, sparkling like emeralds, is priced at ¥12,960.
Founded 182 years ago, Sembikiya specializes in deluxe gift boxes and baskets, which account for 98% of its sales. Fruit destined for gift giving at this level must be perfectly ripe, delicious, and flawless in appearance.
Japanese government offices, construction companies, trading companies, and banks are some of Sembikiya’s most reliable customers. It also counts among its clientele a certain Middle Eastern customer of means, who, since receiving a muskmelon as a gift from a Japanese associate, has been visiting Japan in a private jet every month to stock up on whatever fruit is in season. “Japanese fruit is unquestionably the best in the world in terms of quality and taste,” proclaims Ōshima Ushio, head of planning and development at Sembikiya.
Sembikiya caters to the high end of Japan’s premium fruit market. Fruit House Yoshidaya, located about one hour south of Tokyo by train, targets a wider range of consumers, offering fruit for household consumption alongside deluxe gift baskets. “Sembikiya’s produce comes from the Tokyo Metropolitan Central Wholesale Market, just like ours,” says Yoshidaya proprietor Hashimoto Yoshihei. “But they have a different approach to purchasing. We inspect the cases on display at the wholesale market and choose one that looks good to us. They get the wholesaler to make up a case just for them using the best fruit selected from about 30 regular cases.”
