Strawberries imported from Japan and sold individually for $19 each have gone viral on TikTok, selling out daily at three Erewhon supermarket locations in Los Angeles.
Erewhon, known for its high-priced products that often gain online attention—such as $21 celebrity-endorsed smoothies—attributes the strawberries’ cost to transportation and production expenses.
Erewhon is known for its high-priced products that frequently go viral online, including $21 celebrity-endorsed smoothies.
The Tochiaika strawberries, produced by Elly Amai, are grown on specialty farms outside Tokyo using methods that enhance their sweetness. They score 16-19 on the Brix scale, which measures sugar content, compared to 7-9 for typical U.S. strawberries. This variety was introduced in 2020 after years of development at a local strawberry research institute and is in season from December to May.
In Japan, South Korea, and other parts of Asia, luxury fruit cultivation follows specialized techniques to enhance appearance and flavor. These fruits are often sold in upscale stores at high prices, packaged for presentation, and given as gifts.
