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Tokyo’s ‘Strawberry War’ Intensifies as Producers Vie to Become ‘Emperor’ of Strawberries

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By Miho Matsuzaki / Yomiuri Shimbun Staff Writer

13:22 JST, February 28, 2026

Major strawberry production regions are in fierce competition to promote their brand of strawberries. With domestic consumption of the fruit declining, they are competing to develop new varieties while sparing no effort to have their brand recognized by urban consumers, enhancing their brand power.

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