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Global business: How bread has overtaken rice as a favorite of Japanese consumers

GBJ reporter Yasutaka Tamura reports on a major business (and cultural shift) in Japan: Spending on bread has now surpassed the traditional Japanese staple rice. This trend has accelerated over the past decade with the growth of premium bread such as the Nogami brand.

In this video report, Yasu explains the reasons behind the shift to bread and the secrets behind the high quality bread that is so popular in Japan.

Yasu, a 2021 Global Business Journalism graduate from Japan, produced this video for Professor Lee Miller's Data Mining course at Tsinghua University. Since graduation, he has been working for Bloomberg News in Japan.

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