Ibaraki Prefecture x Vivid Garden to Host Ibaraki Melon Competition "KING & QUEEN Contest 2026" on May 22
Ibaraki Prefecture and Vivid Garden will host the "Ibaraki Melon KING & QUEEN Contest 2026" on May 22. This contest is an important initiative aimed at enhancing the brand value of Ibaraki melons and doubling producer incomes.
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- 📰 Published: April 30, 2026 at 23:04
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The final judging and award ceremony for the "Ibaraki Melon KING & QUEEN Contest 2026," commissioned by Ibaraki Prefecture and operated by Vivid Garden Inc. (Head Office: Minato-ku, Tokyo; Representative Director and President: Rina Akimoto), which runs "Tabechoku," Japan's largest direct farm-to-consumer e-commerce site (※2) with 9 No. 1 rankings (※1) including recognition and usage rates, will be held on Friday, May 22, 2026, at Mito Plaza Hotel.
This contest targets two categories of Ibaraki Prefecture melons: the prefectural original variety "Ibaraki King" and "red-fleshed melons." Award-winning producers will be granted titles such as "Gold Meister," promoting brand formation in high-value-added sales channels like luxury fruit specialty stores and department store e-commerce. Simultaneously, farm data from top producers will be collected and shared via IoT, aiming to improve overall production technology in the region through training sessions.
URL: https://www.pref.ibaraki.jp/nourinsuisan/sansin/kaju/meloncontest2026.html
**Background of the Event**
Despite Ibaraki Prefecture boasting the highest melon production volume in Japan, the average unit price in the Tokyo Metropolitan Central Wholesale Market falls below the national average, and agricultural output has been on a declining trend. Amidst a production structure focused on diverse products and mass production, differentiation has not progressed, and a weak brand power has been a long-standing issue.
The prefecture has set a goal to double agricultural production income from 4.15 million yen (2023) to 8 million yen (2028), aiming for "profitable agriculture." With the urgent need to increase unit prices, the prefecture will elevate the value of the entire production region by selecting and branding top-level melons.
**Event Overview**
* **Dates:** Preliminary judging: May 19 (Tue) and May 20 (Wed), 2026 / Final judging and award ceremony: May 22 (Fri), 2026
* **Venue:** Mito Plaza Hotel (for final judging and award ceremony)
* **Eligible Varieties:** Prefectural original variety "Ibaraki King," and "red-fleshed melons" produced within the prefecture (two categories)
* **Judging System:** Preliminary judging (sugar content, hardness, appearance quality) / Final judging (appearance and taste evaluation by multiple judges)
* **Titles:** Gold Meister Award (1st place) / Silver Meister Award (2nd place) / Bronze Meister Award (3rd place) / Special Award (4th and 5th place)
*Media personnel are welcome to cover and observe the final judging and award ceremony on Friday, May 22nd.
**Three Initiatives for High Value-Addition of Melons**
Through a contest that selects exquisite melons from Japan's top melon production region, the aim is to enhance brand appeal, and by visualizing and sharing top producers' cultivation techniques via IoT, to strengthen the production capacity and increase income for the entire region.
1. **Creating a Premium Brand with "Meister" Titles**
The "Gold Meister" and other titles awarded to winning producers in this contest will be utilized as a brand indicator in high-value-added sales channels, such as luxury fruit specialty stores and department stores. This will lead to improved appeal at sales fronts and enhance the overall brand value of the production region.
2. **Visualizing Top Producers' Tacit Knowledge through IoT Farm Data Collection**
Environmental sensors will be installed in the farms of award-winning producers, collecting temperature, humidity, and soil data. This data will be shared with producers within the prefecture via the cloud, spreading top-level cultivation management techniques.
3. **Improving Overall Production Technology through Training Sessions**
By providing opportunities for learning from the expertise of top producers, the initiative aims to build a sustainable production region scheme that goes beyond mere awards.
**Future Developments**
To further improve the recognition and brand value of Ibaraki Prefecture melons, award-winning melons will be widely promoted and sold in department stores in the metropolitan area and elsewhere.
Furthermore, by visualizing temperature, humidity, and soil data from award-winning producers via IoT and horizontally deploying their techniques, the goal is to enhance cultivation technology levels and continuously improve the brand value of Ibaraki Prefecture melons.
**About Media Coverage on the Day**
Media representatives are welcome to cover the final judging and award ceremony to be held on Friday, May 22, 2026, at Mito Plaza Hotel.
On the day, you can photograph the rigorous final judging for the top "Ibaraki King" and "red-fleshed melons," the award ceremony, and the award-winning melons designated as "Gold Meister," etc. Individual interviews with award-winning producers and organizers will also be arranged regarding initiatives for achieving high value-addition.
If you wish to attend, please apply via the form below:
* Media application form: https://forms.gle/VubingRb83TM7EDEA
**Vivid Garden's Initiatives with Local Governments**
Our company actively promotes collaboration with local governments to achieve sustainable primary industries. We support various needs in the food, agriculture, and tourism sectors, including distribution, sales, branding, and expanding exchange.
Please feel free to inquire via the detailed page below.
This contest targets two categories of Ibaraki Prefecture melons: the prefectural original variety "Ibaraki King" and "red-fleshed melons." Award-winning producers will be granted titles such as "Gold Meister," promoting brand formation in high-value-added sales channels like luxury fruit specialty stores and department store e-commerce. Simultaneously, farm data from top producers will be collected and shared via IoT, aiming to improve overall production technology in the region through training sessions.
URL: https://www.pref.ibaraki.jp/nourinsuisan/sansin/kaju/meloncontest2026.html
**Background of the Event**
Despite Ibaraki Prefecture boasting the highest melon production volume in Japan, the average unit price in the Tokyo Metropolitan Central Wholesale Market falls below the national average, and agricultural output has been on a declining trend. Amidst a production structure focused on diverse products and mass production, differentiation has not progressed, and a weak brand power has been a long-standing issue.
The prefecture has set a goal to double agricultural production income from 4.15 million yen (2023) to 8 million yen (2028), aiming for "profitable agriculture." With the urgent need to increase unit prices, the prefecture will elevate the value of the entire production region by selecting and branding top-level melons.
**Event Overview**
* **Dates:** Preliminary judging: May 19 (Tue) and May 20 (Wed), 2026 / Final judging and award ceremony: May 22 (Fri), 2026
* **Venue:** Mito Plaza Hotel (for final judging and award ceremony)
* **Eligible Varieties:** Prefectural original variety "Ibaraki King," and "red-fleshed melons" produced within the prefecture (two categories)
* **Judging System:** Preliminary judging (sugar content, hardness, appearance quality) / Final judging (appearance and taste evaluation by multiple judges)
* **Titles:** Gold Meister Award (1st place) / Silver Meister Award (2nd place) / Bronze Meister Award (3rd place) / Special Award (4th and 5th place)
*Media personnel are welcome to cover and observe the final judging and award ceremony on Friday, May 22nd.
**Three Initiatives for High Value-Addition of Melons**
Through a contest that selects exquisite melons from Japan's top melon production region, the aim is to enhance brand appeal, and by visualizing and sharing top producers' cultivation techniques via IoT, to strengthen the production capacity and increase income for the entire region.
1. **Creating a Premium Brand with "Meister" Titles**
The "Gold Meister" and other titles awarded to winning producers in this contest will be utilized as a brand indicator in high-value-added sales channels, such as luxury fruit specialty stores and department stores. This will lead to improved appeal at sales fronts and enhance the overall brand value of the production region.
2. **Visualizing Top Producers' Tacit Knowledge through IoT Farm Data Collection**
Environmental sensors will be installed in the farms of award-winning producers, collecting temperature, humidity, and soil data. This data will be shared with producers within the prefecture via the cloud, spreading top-level cultivation management techniques.
3. **Improving Overall Production Technology through Training Sessions**
By providing opportunities for learning from the expertise of top producers, the initiative aims to build a sustainable production region scheme that goes beyond mere awards.
**Future Developments**
To further improve the recognition and brand value of Ibaraki Prefecture melons, award-winning melons will be widely promoted and sold in department stores in the metropolitan area and elsewhere.
Furthermore, by visualizing temperature, humidity, and soil data from award-winning producers via IoT and horizontally deploying their techniques, the goal is to enhance cultivation technology levels and continuously improve the brand value of Ibaraki Prefecture melons.
**About Media Coverage on the Day**
Media representatives are welcome to cover the final judging and award ceremony to be held on Friday, May 22, 2026, at Mito Plaza Hotel.
On the day, you can photograph the rigorous final judging for the top "Ibaraki King" and "red-fleshed melons," the award ceremony, and the award-winning melons designated as "Gold Meister," etc. Individual interviews with award-winning producers and organizers will also be arranged regarding initiatives for achieving high value-addition.
If you wish to attend, please apply via the form below:
* Media application form: https://forms.gle/VubingRb83TM7EDEA
**Vivid Garden's Initiatives with Local Governments**
Our company actively promotes collaboration with local governments to achieve sustainable primary industries. We support various needs in the food, agriculture, and tourism sectors, including distribution, sales, branding, and expanding exchange.
Please feel free to inquire via the detailed page below.