Recently, 'agriculture' has become a hot topic in Japan. The price of rice, a staple for the Japanese, has soared by 99.3% compared to a year ago. In response to the increase in rice prices, Japanese farmers are planning to expand rice cultivation areas for two consecutive years starting in 2024 to increase production. The surge in rice prices has shocked citizens suffering from high prices, leading to it becoming a political issue for the ruling Liberal Democratic Party regarding a government change. Experts within Japan note that there is an urgent need for productivity innovation in the agricultural market. Local media have been actively covering agricultural news, including uncovering successful cases in the agriculture business. Here are two successful cases that have become topics of discussion this year.
Case 1. Japan's first use of generative AI in agriculture
A model of generative AI specialized in the agricultural sector has been developed in Japan, capable of providing immediate answers to any questions by learning vast data. According to an NHK report, the Agricultural Research Organization (農硏機構), a government-affiliated research institution, is conducting Japan's first practical experiment with the AI model that was publicly released in mid-March at the Mie Prefecture Agricultural Research Institute. When asked, "What are the points for growing seedlings?" this agricultural generative AI accurately provides information such as the required temperature and light levels. The agricultural research institute in Mie Prefecture is experimenting with this generative AI specifically for strawberry cultivation. A 'dissemination instructor' responsible for agricultural technology guidance utilizes the agricultural AI. This is because the younger instructors often lack sufficient knowledge and experience in agriculture. Until now, instructors had to search through thick books for needed information from vast resources, which took a long time. It was also difficult to ask experienced colleagues or stakeholders. However, thanks to the generative AI, they can quickly obtain the necessary information, and the efficiency of work has greatly improved as it also specifies the source files of the materials.
The greatest strength of the agricultural generative AI developed in Japan is, first, its very high accuracy rate for specialized questions. General generative AIs often provide mediocre responses to agricultural-related questions or offer vague content that may not be helpful. There is also a risk of providing incorrect information. In contrast, agricultural generative AI reflects results learned from the data and know-how accumulated by national research institutions, offering specialized knowledge that cannot be found through internet searches. In fact, it showed a 40% higher accuracy rate than general generative AI. Second, it can respond tailored to regional characteristics. Agriculture varies significantly based on the local environment and climate, including suitable varieties and cultivation methods. There is also unique agricultural knowledge that is difficult to disclose to other regions. The Agricultural Research Organization has created a 'Mie model' that learns additional data on climate and cultivation methods from Mie Prefecture based on national agricultural data, with a 'national model.' It restricts the number of users to efficiently share high confidentiality variety or cultivation method information with limited individuals. An official from Mie Prefecture stated, "Since we can create local versions of generative AI for each region, it has become easier to provide data," and noted, "We can relay detailed information about varieties via generative AI, making it useful in the agricultural field."
AI usage in farming fields becomes more prevalent
Generative AI has started to be utilized in farming cultivation fields as well. An instructor from Mie Prefecture visits strawberry farms to provide practical assistance. One producer expressed concern, stating, "In the case of this variety, the first harvest was successful, but the next harvest was delayed, and I want to know how to address it." In response, the instructor determined that a solution was needed for the spacing issue between the first and second flowers and promptly investigated using the agricultural generative AI. As a result, they found that fertilizer management was key. Previously, the instructor searched for materials to answer producers' questions, but now they can provide immediate solutions in the field through agricultural generative AI. The farms find it advantageous to receive answers right away. The response time has also shortened, significantly increasing work reliability. These farms have decided to utilize AI to adapt to environmental changes such as global warming, given the unprecedented situations like high temperatures caused by climate change. By leveraging the knowledge and experience of farms in warmer regions, it is expected to enhance work efficiency and enable stable agricultural management.
Hopes for new farming entrants increase as barriers lower
Currently, the generative AI can only be used by a select few, including dissemination instructors. Developers plan to enhance accuracy further so that agricultural producers can use it directly. It is expected to lower the barriers to entry into agriculture by supporting producers with cultivation techniques, agricultural management, and product sales strategies. An official from the Agricultural Information Research Center of the Agricultural Research Organization noted, "Every year, 40,000 to 50,000 people enter agriculture nationwide. Generative AI will help them quickly increase their yields and revenue," and added, "We will push for both technological advancement and specialized data collection simultaneously to make it a tool that agricultural producers can use with peace of mind."
Case 2. Agritourism business gaining attention
'Agritourism' is rising as a new business in Japan. Farm operators are actively creating environments to enhance customer satisfaction and expanding content targeted at children, resulting in a significant increase in family customers. 'Mogubeti,' located in Hiroshima, opened as a strawberry agritourism farm in 2021. Teppei Nakaiake, the farm's representative, said, "Thanks to the COVID-19 pandemic, we discovered agritourism services that please customers." Utilizing the advantage of being about a 40-minute drive from the city center, the farm has established itself as a famous agritourism destination in Hiroshima within four years of opening. Mogubeti farm focuses intensely on creating environments where customers can enjoy their visit. They ensure that strawberries are abundantly available for picking whenever customers arrive. They provide 'tabehodai' (a system where customers can eat as much as they want) for 30 minutes, aligning with an average usage frequency of six times a day. They are currently cultivating five strawberry varieties, including 'Yotsuboshi.' Representative Nakaiake observes the inside of the greenhouse daily and adjusts the reservation count to 20-25 people per session based on the growth status of the strawberries. If strawberries become overly ripe, they encourage visits through their registered LINE account, which has 17,500 members. The spacing between the strawberry cultivation shelves has been widened to 110 cm (compared to the existing 90 cm) to accommodate strollers and wheelchairs, enabling various customers to enjoy the experience. The farm is equipped with resting areas, multipurpose toilets, and dedicated parking for people with disabilities, ensuring customers can relax and enjoy their visit. Customer feedback has been enthusiastic. In the first half of 2024, more than 16,000 people visited from around Hiroshima Prefecture. Over 80% of customers were family visitors. One customer who visited with her husband and daughter remarked, "It’s fun for the kids because they can compare different varieties of strawberries and eat them at the same time," noting, "The pathway is also grassy, which feels nice."
Agritourism develops into a fruit school
For over 40 years, Hirata Agritourism Farm in northern Hiroshima has provided fruit-picking experiences and established a 'Kudamono (fruit) school' in 2021 to teach about fruits through lectures for children and hands-on farm experiences. Building on strawberries, they offer fruit-picking experiences for 14 different varieties throughout the year. Annual visitors total around 100,000. At the fruit school, they conduct experiments and quizzes using fruits inside the farm, followed by observing flowers and harvesting in the fields, all within a one-hour experiential learning period. Targeting ages 5 to 15, about 1,000 participants were present in 2023. An official from the company stated, "We will create a farm where children, parents, and grandparents can all enjoy together." The Japanese government and farmers are transforming to survive, as they face weaker competitiveness compared to major agricultural countries like the U.S. and Europe. There is an urgent need for a fundamental shift in agricultural business.