The purpose of this study is to examine the importance of low calorie content in Japanese consumers’ rice purchasing decisions. The Choice Modeling (Random Parameter Logit Model) is used in order to quantify the welfare change associated with the change in the level of low calorie content, local origin label, price attribute for the sample of Japanese consumers in March 2009. The consumer has a positive perception of local origin and rice cultivar label. Average evaluation of the low calorie content attribute is negative (-116 yen/5kg). But, half of samples have positive perception of low calorie content. Their willingness to pay for low-calorie content attribute range from 800-900 yen/5kg.The results suggests that latent demand for low calorie labelled rice exists on a limited scale.