Strawberries for $120: Introducing The Elly Amai Brand at Erewhon Beverly Hills

Elly Amai Strawberry Gift Box at Erewhon

When I first saw the wooden box of strawberries at Erewhon Beverly Hills, I stopped in my tracks. It wasn’t because I was hungry. It was because it looked like a piece of jewelry, not food. Minimalist design, the words “Elly Amai Kyoto” in gold lettering, and the price tag—$120 for nine berries. Yes, you read that right. Nine strawberries for one hundred and twenty dollars.

For many, this price seems absurd. But once you understand the context of Japanese luxury fruit culture, everything falls into place. This isn’t just food—it’s art, tradition, and status, all wrapped in an elegant box.

First Impressions: When the Packaging Outweighs the Taste

The Elly Amai wooden box is an experience in itself. Each strawberry rests on a soft cushion, like a precious gemstone in a case. No plastic, no unnecessary details. Just natural materials and flawless symmetry.

Erewhon organic Elly Amai Strawberries Gift Box

In Japan, this kind of packaging is more than just a pretty wrapper. It’s part of the Omiyage culture—gifts that people bring to loved ones after traveling or present during special moments. These gifts must look perfect because they symbolize respect for the recipient. Holding that box at Erewhon on 339 N Beverly Dr in Beverly Hills, I realized: these aren’t just strawberries. This is a statement. It’s a way of telling someone, “You are special.”

What is Elly Amai Kyoto?

Elly Amai positions itself as a Kyoto-based brand specializing in luxury fruits from Japan. The berries sold under this label at Erewhon are grown at Anhay Farm in Tochigi Prefecture—a region often called Japan’s “strawberry kingdom.”

The variety is called Tochiaika, created after seven years of selective breeding starting in 2011. These strawberries are famous for their heart-shaped cross-section and a perfectly sweet flavor without a hint of acidity. According to Food & Wine, these berries hit Erewhon shelves within 24–48 hours of harvest—faster than California broccoli often makes it to New York.

Every strawberry is grown under strictly controlled conditions: temperature, humidity, and lighting must all be perfect. Farmers hand-pollinate the flowers, water each plant individually, and even polish the berries before harvest. Only those fruits that meet the highest standards for size, shape, color, and sugar content make the cut.

Japanese Luxury Fruit Culture: When Fruit is More Than Food

To understand why $120 strawberries exist, you have to immerse yourself in Japanese culture. In Japan, gifting expensive fruit is a long-standing tradition connected to two major gift-giving seasons: Ochugen in the summer and Oseibo in the winter.

Companies such as Sembikiya — with more than ten stores in Tokyo — are often compared to Tiffany & Co., except instead of diamonds they sell melons, mangoes, and strawberries. A single Crown Melon can cost $128, and a box of 27 strawberries of different varieties from importer Ikigai Fruits sells for $780.

Why so expensive? Because in Japanese culture, fruit represents perfection, patience, and craftsmanship. When you give someone a flawless melon or strawberry, you are offering part of your time, attention, and respect. It is a deeply rooted tradition that values quality over quantity.

Interestingly, this culture is gradually making its way into the United States. Erewhon has become one of the first places where Americans can experience authentic Japanese “fruit luxury” without flying to Tokyo.

Why Does Erewhon Sell These Products?

Erewhon is not an ordinary supermarket. It is a place where health, luxury, and status intersect. The Beverly Hills location at 339 N Beverly Dr is no coincidence. This is a neighborhood where people are accustomed to paying for quality, uniqueness, and experience.

The store is known for its $20 celebrity smoothies, such as the Strawberry Glaze Skin Smoothie by Hailey Bieber, and $21 lunch combos. Erewhon does not simply sell groceries — it sells a lifestyle. And Elly Amai strawberries fit perfectly into that concept.

An Erewhon representative explained to TODAY.com: “When you consider the logistics — transporting fresh strawberries from Japan and offering customers the chance to taste them at peak freshness — it becomes clear why the price is what it is.”

In addition, these strawberries are content. Food bloggers, influencers, and curious shoppers purchase them not only for the taste, but for the story they can tell. A single TikTok video about a $19 strawberry can reach millions of views. That is also part of the value.

Who is This Product For? Is It Worth the Money?

Let’s be honest: The $120 Elly Amai Strawberry Gift Box isn’t for your daily breakfast. It’s for those seeking a unique gift, looking to impress someone special, or simply interested in Japanese culture and luxury goods. It’s also an ideal choice for:

Special occasion gifts—birthdays, anniversaries, or high-stakes business meetings.
Tourists and LA visitors looking to experience something truly unique.
Culinary experience collectors who value quality over quantity.
Food bloggers and influencers creating content about extraordinary food. Is it worth the money?

Is it worth the money? If you evaluate only calories and nutritional value — no. But if you value craftsmanship, tradition, experience, and the emotions such a product brings — then yes, absolutely.

The Future of Luxury Fruit in the U.S.

Interestingly, the trend of Japanese luxury fruit is only beginning in America. Companies such as Oishii are already growing omakase strawberries on vertical farms in New Jersey, and their price has dropped from $50 to $10 to $11 per package thanks to scaling production.

Even Driscoll’s — a well-known American brand — has launched a line of rosé strawberries, sold at a significantly lower price while still offering a unique experience.

But true luxury is what Elly Amai represents. This is not mass production. It is an individual approach to every berry, grown with the care and craftsmanship of Japanese farmers.

And although climate change may affect strawberry yields in the future — research from the University of Waterloo warns of a potential 40 percent reduction in harvests — for now we have a unique opportunity to enjoy these small masterpieces.

If you ever find yourself at Erewhon Beverly Hills, stop by the Elly Amai display. Even if you do not purchase the $120 box, you will see what authentic Japanese luxury fruit tradition looks like. And that alone is worth the visit.

Groupon: Luxury Experiences and Exclusive Savings

If you’re looking for a way to surprise someone special but aren’t quite ready to drop $120 on nine berries, Groupon is an excellent alternative. Today, the platform has evolved into a premier destination for exclusive gifts and unforgettable experiences. Instead of traditional physical items, you can find unique experience gifts here—ranging from hot air balloon rides over California vineyards to VIP tastings at private clubs in Los Angeles.

It is the perfect choice for those who value memories over material things. Just like the elite Japanese strawberries, the core value here is the lasting impression of the experience. You can often find deals for premium spa resorts, tickets to immersive shows, or masterclasses with renowned chefs at significant discounts.

Right now is a particularly strategic time to browse, as Groupon is running their “The Season’s Best, One Last Time”promotion. You can save up to 30% on your next discovery by using the code TOPDEALS at checkout. It’s a fantastic tool to access the world of luxury and make a sophisticated gesture while maintaining a smart approach to your budget.