For Europeans who enter a Japanese supermarket, the surprise is immediate: the prices for fruit may seem worthy of a jewelry store. Apples cost ten euros, plums cost eight and bunches of grapes cost more than thirty, and even so, there are those who buy them with pride.
According to the Spanish newspaper AS, in Japanese territory, fruit is not just a food, but a symbol of respect, perfection and courtesy. Offering quality fruit is a gesture reserved for special moments, such as weddings, business visits or expressions of gratitude.
A product treated as a work of art
The secret to high prices is in the cultivation process. Japanese farmers dedicate almost artisanal attention to each fruit: they prune the trees by hand, carry out pollination manually and harvest each piece individually to avoid imperfections. The objective is symmetry and beauty, so valued in Japanese culture.
This aesthetic requirement is also reflected in the carefully prepared packaging. A single melon can be wrapped in silk and placed in a decorative box, ready to be given as a prestigious gift.
Melons at 150 euros and grapes at 80
In Tokyo, specialty stores like Sembikiya or Shinjuku Takano they sell fruit as if it were haute horlogerie. Melons cost up to 150 euros and bunches of grapes cost around 80 euros, but customers don’t seem to be discouraged: these are status products, comparable to perfumes or bottles of reserve wine.
Limited territory and high costs
Geography also helps explain prices. Japan has scarce agricultural land and very high production costs, which makes large-scale agriculture unfeasible. The little fruit that reaches the shelves is therefore carefully cultivated and sold to a public that values perfection above quantity.
A cultural ritual
Eating fruit in Japan is almost a ceremonial act, according to . Each bite represents an encounter between art, nature and culture. The perfect appearance of the fruit is seen as a reflection of human work and dedication, which transforms the gesture of offering fruit into a sign of deep respect.
A lesson in value and detail
In Portugal, a box of apples costs on average between 2 and 3 euros, and even the most expensive fruits, such as cherries or red fruits, rarely cost more than 10 euros per kilo. The difference is abysmal when compared to Japan, where a single melon can cost more than a week’s worth of shopping in a Portuguese supermarket.
This disparity reflects not only the cost of production and the scarcity of Japanese agricultural land, but above all a profound cultural difference: while for the Portuguese fruit is an everyday food, in Japan it is an expression of art, courtesy and perfection. Ultimately, the high price doesn’t just pay for the fruit, it pays for the idea of excellence associated with it.
While in Europe flavor and abundance are prioritized, in Japan beauty and shape are an essential part of the pleasure of eating. The country shows that, for some cultures, even the simplest food can become a work of art, and a luxury within the reach of few.
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