Tastes like strawberries on a summer evening— today's newsletter is all about STRAWBERRIES.

While the song has a completely different meaning from strawberries as a fruit, for me, strawberries are synonymous with warm spring and summer days spent on picnics with friends and family. Old movies comes to my mind and vintage dresses with white stripes and strawberry prints, and that simple, sweet joy of indulging in something delicious. Who has ever tried strawberry tiramisu and not fallen in love? Also, the photo below is not me 😆.

But here’s the thing— why in Japan, strawberry season seems to peak in winter?

Is it technology? Culture? Or something else entirely?

Take a walk through Tokyo—or anywhere in Japan—on Christmas Day, and you’ll be surrounded by the Strawberry Fair season. Convenience stores such as Family Mart, Lawson, 7 Eleven, supermarkets, department stores, and bakeries all compete to create the best strawberry shortcakes, tarts, ice creams, and limited-edition treats. It’s a fascinating contrast to the rest of the world, where strawberries are usually associated with warm summer days.

This got me thinking about Japanese strawberries—their unique varieties and the reason they thrive in winter. So I will explore the history and types of Japanese strawberries in this simple guide. And as a bonus, I’ll share some of the best strawberry-picking farms where you can enjoy these sweet gems straight from the source!

Intro

With 159,000 tons produced annually and 148 registered varieties, strawberries are one of Japan’s most celebrated fruits. While they may be pricey, they are revered worldwide for their exceptional sweetness, soft texture, and vibrant red color. Exports of Japanese strawberries—primarily to Asian markets like Hong Kong—have reached 526 tons annually, valued at JPY 1.15 billion (USD 10.65 million), with demand steadily rising. (Source)

Unlike in many other countries, over 90% of Japan’s strawberries are grown using a method called forcing culture. This technique involves inducing flowering in autumn through artificial methods such as chilling and short-day treatments. The plants are then grown in heated greenhouses, preventing dormancy and allowing for a prolonged harvesting period from late November to June. Advances in research have made it possible to maintain consistent strawberry production, with increasing demand for year-round availability, especially in confectionery.

Japanese strawberries are known for their delicate texture, which makes them fragile and difficult to transport. To address this challenge, Japanese producers have developed specialized packaging with high cushioning properties (photo below), as well as Controlled Atmosphere (CA) containers that regulate fruit respiration. High-voltage transport containers are also used to maintain freshness during shipping.

How Did Strawberries Arrive in Japan?

Strawberries were first introduced to Japan from Holland during the early Edo period. However, they were not cultivated commercially and remained a luxury enjoyed only by the wealthy.

It wasn’t until the Meiji era, in the late 19th century, that Japan saw a wider introduction of strawberry varieties from the United States and Europe. In 1899, a Japanese breeder named Fukuba developed a new variety by selecting seedlings from General Chanzy, leading to the birth of the Fukuba strawberry. This variety remained dominant for over 50 years and played a crucial role in the advancement of forcing culture—the greenhouse cultivation method that allows strawberries to thrive during Japan’s winter season.

Strawberry painting found in ukiyoue art around 50 years ago. This painting is called: Shrike and Bluebird with Begonia and Wild Strawberry

After World War II, public agricultural research stations began breeding new varieties tailored for fresh market consumption. For decades, Hokowase, Harunoka, and Reiko were the leading strawberry varieties in Japan. However, in recent years, they have been surpassed by Nyoho and Toyonoka, which offer better flavor, appearance, and disease resistance.

Looking ahead, future strawberry varieties in Japan are expected to feature larger fruit, earlier ripening, and improved resistance to various diseases. Below is the representation of the strawberry family tree, tracing the lineage of Fukuba and other varieties developed through forcing culture.

But Wait… Is a Strawberry a Fruit or a Vegetable?

Strawberries belong to the Fragaria genus in the Rosaceae (rose) family and are perennial plants primarily cultivated in temperate regions worldwide. However, from a botanical perspective, the part we eat isn’t actually a “berry.” The red flesh is called a receptacle—an enlarged part of the stem that holds the floral organs. The tiny seed-like specks on the surface are actually individual fruits known as achenes.

While strawberries are commonly considered a fruit, Japan classifies them as a vegetable from an agricultural standpoint. In Japan, the term "fruit" typically refers to crops that grow on trees, whereas strawberries, like watermelons and melons, fall into the category of fruit vegetables. Their cultivation methods also resemble those of other vegetables, further reinforcing this classification. So, next time you enjoy a strawberry in Japan, you might technically be eating a vegetable 😃 !

Over 300 Varieties: Japan’s Strawberry Powerhouse

Japan is home to an incredible 300 strawberry varieties, with over half of the world’s cultivated varieties originating here. Since 2000, nearly 200 new varieties have been registered, developed through years of research by local governments and farmers.

Many prefectures now brand their own signature strawberries, such as Tochigi’s Skyberry (2014), Kumamoto’s Yuubeni (2015), and Saga’s Ichigosan (2018). Even non-traditional strawberry regions are joining the competition, pushing Tochigi—Japan’s “strawberry kingdom”—to innovate with Tochiaika and Milky Berry in 2021.

A rising trend is the branding of large, sweet strawberries, like Dekahoppe (from Benihoppe) and Berry Princess (from Akihime). Once considered fragile and substandard, these oversized strawberries are now luxury items, carefully packaged like jewels to enhance their premium appeal. Below the map production of strawberries variety by each region in Japan. (Source)

Strawberry Picking in Japan: Top Farms to Visit

• Ichigo no Sato in Tochigi: A popular strawberry farm offering various types of strawberries, including Tochiaika. It’s family-friendly and located in the strawberry capital of Japan.
  

• Mammoth Strawberry Farm in Kisarazu, Chiba, offers strawberry picking from early January to late May. They cultivate popular varieties such as Benihoppe, Oi C Berry, and Kaorino. For more details, visit their website: Mammoth Ichigo.

• JA Ashikaga Agriland Strawberry Farm operates from early January to April 7, 2025. The price for adults is ¥2,200. More information can be found on their website: JA Ashikaga Agriland.

• Ichigo Plus Strawberry Picking in Kawaguchi, Saitama, runs from late December to early June. Prices are ¥2,800 for adults, ¥2,400 for seniors, and discounted rates for children. Check out their Instagram page for updates: @ichigoplus_kawaguchi.

References

1. JIRCAS. (2021). Strawberry Breeding and Forcing Culture in Japan. Retrieved from JIRCAS

2. JIRCAS. (2021). The Impact of Forcing Culture on Strawberry Production in Japan. Retrieved from JIRCAS

3. JIRCAS. (2013). Advancements in Japanese Strawberry Research. Retrieved from JIRCAS

4. Ikigai Fruits. (2021). When is Japan’s Strawberry Season? Retrieved from Ikigai Fruits

5. Mitsukoshi Isetan. (2021). Amaran Strawberry – The Premium Japanese Berry. Retrieved from Mitsukoshi Isetan

6. Government of Japan. (2018). Strawberry Paradise in Japan. Retrieved from Japan.go.jp

7. JETRO. (2021). Strawberries in Japan: A Key Agricultural Product. Retrieved from JETRO

8. Kawatsura Farm. (2021). Strawberry Picking Experience in Japan. Retrieved from Kawatsura Farm