Honnori-ya, a rice ball restaurant operated by JR East Cross Station Foods Company, will open its Ecute Ueno store on Tuesday, November 18th.
At Omusubidokoro Honnori-ya, we use Koshihikari rice from Aizu, Fukushima Prefecture, and are particular about the deliciousness of our "freshly made" rice, which is cooked in-house and then kneaded on the spot. We deliver a moment of comfort to our customers through our carefully made rice balls.
To celebrate the opening, we will be selling "Panda Salt Rice Balls," a limited edition item at Ecute Ueno, decorated with cute panda-shaped seaweed. We will also be selling "Oyster Rice Balls," a winter-only item made with oysters from Miyagi Prefecture, in advance.
[Store Overview]
Store name: Omusubi-dokoro Honnori-ya Ecute Ueno store
Opening date: Tuesday, November 18, 2025
Store location: 7-1-1 Ueno, Taito-ku, Tokyo 110-0005, JR Ueno Station, inside the ticket gates, 3rd floor
Business hours: Opening at 10:00 on the first day
From Wednesday, November 19th
Mon-Thu 7:00-21:00 / Fri 7:00-22:00
Weekends and holidays 7:00-21:00
At the Ecute Ueno store, we are embodying the new store concept of Omusubidokoro Honnori-ya.
■ "Omusubi" is gaining attention as foreign visitors to Japan increase
At Omusubi Restaurant Honnori-ya, we use the shape of rice balls as a motif so that you can tell it's an Omusubi restaurant at a glance.
We have created a new logo, and Ecute Ueno is the first store to adopt this new logo.
■ A showcase inspired by a traditional Japanese chest of drawers
We have introduced a new showcase based on the motif of a "mizuya tansu," a chest of drawers filled with wisdom for Japanese life.
The easy-to-choose layout, which combines the warmth of Japanese style with functional beauty, further enhances the appeal of rice balls.
The brand color orange creates a warmth that connects people.
Introducing limited edition and pre-sale items at Ecute Ueno store!
Exclusive to Ecute Ueno store!
Introducing the cute panda seaweed salted rice ball!
● Panda Salt Rice Ball 150 yen (tax included)
This rice ball is made with Aizu Koshihikari rice, cooked fresh in-house, and carefully tied with salt, and garnished with adorable panda-shaped nori seaweed. Enjoy this special product only available at the Ueno store.
* Limited time only: November 18th, 2025 (Tuesday) to March 18th, 2026 (Wednesday)
A winter treat!
"Oyster rice ball" will be sold in advance at the Ueno store!
Oyster rice ball 390 yen (tax included)
Omusubi Restaurant Honnori-ya will be selling its winter limited edition "Oyster Rice Ball" at its Ecute Ueno store. Please enjoy the taste that can only be enjoyed this season.
To celebrate the opening of the Ecute Ueno store, we are holding a campaign on Official X where 500 people will win a "Panda Salt Rice Ball"!
[Campaign period]
November 17, 2025 (Monday) – November 21, 2025 (Friday)
*You can enter the lottery once a day, up to a maximum of five times during the period.
【prize】
1 Panda Salt Rice Ball (500 people in total)
*Coupons can be used at all Omusubi Dokoro Honnori-ya stores.
*At stores other than Ecute Ueno, the gift can be exchanged for an Aizu Koshi Musubi or Shio Musubi.
* Coupons for this campaign can only be used once per person during the campaign period.
*Please be sure to present the winning screen. Screenshots will not be accepted.
[How to apply]
① Follow the official Omusubi Restaurant Honnoriya X account (@Ho_nnoriya)
② Repost the campaign post
③ Those who achieve ① and ② will be able to enter the lottery on the spot.
*Please check the winning screen for the coupon expiration date.
*For more information, please check the official Omusubi Restaurant Honnoriya website (@Ho_nnoriya).
About Omusubi Restaurant Honnori-ya
Honnori-ya is a rice ball shop located inside JR East train stations, and opened its first store, Honnori-ya Tokyo Main Branch, inside the Yaesu Central Exit of Tokyo Station in March 2002, and has expanded mainly in the Tokyo metropolitan area. We continue to provide high-quality rice balls, cherishing our three specialties: in-house cooked rice, handmade rice, and Aizu-grown Koshihikari rice.
Honnoriya website: https://foods.jr-cross.co.jp/honnoriya/
Honnori-ya Official X: https://twitter.com/Ho_nnoriya
Honnoriya Official Instagram: https://www.instagram.com/honnoriya_2002/
About JR East Cross Station Co., Ltd.
Company name: JR East Cross Station Co., Ltd.
Head office: South Gate Shinjuku Building 6F, 5-33-8 Sendagaya, Shibuya-ku, Tokyo
Established: April 1, 2021 (Reiwa 3)
President and CEO: Nishino Fuminao
It is made up of four companies: a retail company that operates convenience stores such as "NewDays" and specialty stores; a food company that mainly operates restaurants and food manufacturing businesses such as "Omusubi-dokoro Honnori-ya," "Irorian Kirakusoba," "Beck's Coffee Shop," and "Ekiben-ya"; a water business company that develops beverage products such as "From AQUA" and operates vending machines; and a development company that operates station-based commercial facilities such as "Ecute" and "Gransta."
[JR-Cross] Press release
