In response to a decline in domestic rice consumption, the South Korean government is planning to boost rice intake among 20-somethings as part of its 2024 budget plan. This includes expanding breakfast project subsidies for 4 million college students and supporting companies that create new products using rice flour, with the aim of increasing grain self-sufficiency and reducing wheat imports. The government is also providing subsidies to farmers who switch from rice to other grains. This follows an agreement in 2023 by Starbucks Korea to develop new products using rice flour.