This Single Strawberry Costs $19 -But Is It Worth It?

A single strawberry for $19? In today’s world of skyrocketing grocery prices, that sounds absurd. But according to content creators who’ve been taste-testing this luxury fruit, it might just be worth every penny.

Photo: Erewhon/Elly Amai

Meet the Tochiaika strawberry, a meticulously cultivated Japanese berry that’s recently taken over social media. Sold at upscale Los Angeles-based grocery chain Erewhon, these strawberries come packaged like tiny treasures—nestled on a cushion inside a clear plastic cloche, as if they belong in a museum rather than your fridge.

Videos of influencers trying these strawberries have racked up millions of views. Some claim they’re the best they’ve ever had—perfectly sweet, zero acidity, and bursting with fragrance. Others argue that no strawberry, no matter how flawless, should cost nearly twenty bucks. But before you decide whether to splurge, here’s what makes this berry so exclusive.

What Makes It So Special?

The Tochiaika strawberry hails from Japan’s Tochigi prefecture, often called the country’s “strawberry kingdom.” Developed over seven years, this variety is prized for its symmetrical heart shape, deep red hue, and intense sweetness. Unlike typical store-bought strawberries, which can be hit-or-miss in flavor, these berries are grown in small batches with extreme care, ensuring that only the most perfect ones make it to market.

And timing is everything—these strawberries are at peak ripeness for only a short window. Within 24–48 hours of being harvested, they’re flown to Erewhon, adding to the price tag. Interestingly, Elly Amai, the luxury fruit vendor distributing these berries, claims they actually cost slightly less in the U.S. right now due to the weakened Japanese yen, making this a relative “deal.”

The Right Way to Eat a $19 Strawberry

If you manage to get your hands on one, treat it with respect. No slicing, no cooking—just eat it whole. Let it sit at room temperature for 15–30 minutes before tasting to enhance its aroma and sweetness. Oh, and if you’re not planning to eat it immediately? Don’t even touch it with your bare hands—it’s that delicate. (According to sources)

So, is a single strawberry worth $19? That’s up to you. But one thing’s for sure—these aren’t for packing in your kid’s lunchbox or tossing into a smoothie. They’re a luxury experience, designed for savoring…and maybe for going viral.