Watermelons are typically oval or spherical—common sense, right? Not in Japan. In Japan, watermelons come in all shapes: cubes, pyramids, and even hearts. As startling as this may be, the price of one “Pyramid Watermelon” branded with a sticker resembling Tutankhamun baffles at 100,000 Japanese yen per piece (approximately USD $633).
Although fruits as expensive as the Pyramid Watermelon are rare, luxury fruits are common in Japan. Luxury in Japan extends to an unexpected category: fruits. Japan has elevated fruit cultivation to an art form, producing some of the most expensive and sought-after fruits in the world. These are not just any fruit; they are branded, meticulously cultivated, and often presented as gifts.
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ToggleThe demand for luxury fruits in Japan

Back in the days in Japan, sugar was extremely hard to come by. In the case of fruits, seasonal fruits, also called “mizu-gashi” (水菓子), were highly prized luxuries that even the upper class could rarely enjoy.
As agricultural technology advanced, fruit production gradually increased. However, the strong perception of fruits as “luxury items” and “gifts” remained, leading to active efforts in selective breeding. As a result, increasing numbers of premium fruits were developed and sold.
Moreover, gift-giving in Japan plays an important role in the demand for luxury fruits. In Japanese tradition and culture, gift-giving is common and present on many societal occasions.
For example, this time every year in early July, gift-giving is especially common as Ochugen (お中元). Ochugen refers to the mid-summer gift-giving tradition, where people send gifts to express gratitude to those around them and for summer greetings. Originating from Chinese tradition, the modern Ochugen is thought to have begun when offerings to ancestors and gods were shared and consumed together, a practice known as kyoshoku (共食).
Similarly, regional foods from different parts of the country are popular among the Japanese public. In this regard, “Gotochi” (ご当地) dishes and produce, including fruits, are popular as souvenir gifts. Tasty, nutritious, and aesthetically pleasing, these luxury fruits allow people to savor the season’s flavors.
Japan’s prized fruits: its variety and technology

There is an elevated version of almost any fruit in Japan. Here are a few.
The Shine Muscat is a well-regarded variety of Muscat grapes in Japan. Shine Muscats stand out for their shiny skin, as their name suggests. Its thin skin and seedless characteristics make it easier to eat. Moreover, it’s popular for its high sugar content and balance between sweet and sour tastes that bursts in your mouth.
The birth of the Shine Muscat dates back to 1988. It took the National Agricultural Research Organization over 20 years to achieve its goal of creating a seedless grape through crossbreeding different grape varieties. Researchers perfected the Shine Muscat by considering a variety of factors, including its shape and size, sugar content, and pest and disease resistance.
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This effort paid off, as it has become the mainstream grape variety in Japan. In 2022, cultivation and production spanned approximately 1,000 hectares of land. Since it was first registered as a new variety of grapes in 2006, the Shine Muscat production has spread nationwide, each with its own characteristics. Depending on the grade and its production location, one cluster of grapes can range from 1,000 yen to 10,000 yen (approximately 7 to 70 US dollars).
The sun egg
The “Taiyo no Tamago (Sun Egg)” (太陽の卵) is a brand of mangoes grown in Miyazaki Prefecture. Only those that meet strict requirements, including specific color, weight, and sugar content levels, can receive the label. Its name derives from its bright, fiery red and orange color and its shape, which resembles a dinosaur’s egg. The Sun Eggs range from 9,000 yen ($60), with the top-grade “Sun Egg” mangoes selling for 700,000 yen ($4,500) for a pack of two.
As for the Pyramid Watermelon, it seems that its taste does not differ from normal watermelons. They developed them for ornamental purposes by growing them inside a pyramid-shaped mold.
The reach of luxury fruit overseas

Are Japan’s prized fruits available overseas? In the U.S., the company Oishii sells a six-piece pack of “Omakase Berries” for approximately $20, available in the New York City area.
According to their website, the Japanese CEO was inspired to share the Japanese fruit experience with the world, aiming to change the produce industry and raise the standard of fresh fruit in America. These strawberries have garnered attention on social media for their high price, with users sharing their reviews through various methods, including blind taste tests where they compare the expensive Oishii strawberries to regular ones.
Additionally, Japan exports its luxury fruits to foreign countries, mainly in Asia. For example, some grocery stores in Thailand have special sections of the store that sell popular Japanese fruits. In 2022, Japan exported 912 tons of apples to Thailand, according to the Ministry of Finance. Back in 2015, Japan exported 329 tons, marking a 2.8-fold increase in exports over the seven years.
However, Japanese fruit exports don’t come without problems. According to the Ministry of Agriculture, Forestry, and Fisheries, individuals are bringing seeds of Japanese-developed fruits overseas and cultivating them without permission, mainly in China and South Korea. In 2020, Japan revised the Plant Variety Protection and Seed Act to protect intellectual property and combat the loss of Japanese revenue.
Japan’s luxury fruits continue to attract admiration both domestically and internationally, and their demand shows no sign of diminishing anytime soon.
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