Omusubi-dokoro Honnori-ya, operated by JR East Cross Station Foods Company (Headquarters: Shibuya-ku, Tokyo; Foods Company President: Mitsuhiro Fukaya), will begin selling products made with “Tenaei Rice Yudai 21” produced in Tenei Village, Fukushima Prefecture, for a limited time and in-store starting Saturday, February 1, 2025. Tenei rice has won the gold medal 13 times in total at the Rice Taste Analysis and Appraisal Competition: International Convention, the world’s largest rice competition, and is highly regarded both at home and abroad as the “world’s best rice.”
Period: Saturday, February 1, 2025 to Friday, February 28, 2025
Available at: Shunmaimusubi Honnori-ya Ecute Ueno store (inside the ticket gates on the 3rd floor of JR Ueno Station, inside Ecute Ueno)
Details: During the period, all rice balls will use Tenei Rice Yudai 21.
A rice ball unique to Fukushima, “Fukushima Beef Shigureni Rice Ball” will be on sale for a limited time.
The store will also be selling Amane rice and processed products from Fukushima Prefecture.
Omusubi-dokoro Honnori-ya Official X Tenei rice! Follow & repost campaign
▲Honnori-ya official X account
Period: From Tuesday, February 4th to Monday, February 17th, 2025
Prize: 20 people will be selected by lottery. Tenei rice 3-type set
We will give you a free cube type (300g x 3)!
Summary: ①Omusubidokoro Honnori-ya official X account
Follow (@Ho_nnoriya)
②Repost the campaign post
③ 20 people who achieve ① and ② will be selected by lottery.
You will win a cube-type set of three types of Tenei rice.
The “Tenae Village Specialties Festival” will be held at Omiya Station!
Also, at JR Omiya Station, the “Ten-ei Village Specialty Products Festival” will be held to promote the charms of Amane-i Village, where producers and five students from the village’s Amane-i Junior High School will visit to promote the various local specialties that Amane-i Village is proud of, such as “Ten-ei Rice,” which is the world’s best tasting rice and is Fukushima Prefecture’s pride and joy, which has won a total of 13 gold medals at the “International Rice Taste Analysis and Appraisal Competition;” local sake made from Amane-i Village’s clear water, rice, and climate and the local sake varieties “Hirotogawa” from Matsuzaki Sake Brewery and “Suzunoi” from Suzunoi Sake Brewery, which have both won gold medals at the National New Sake Tasting Competition; “Kameya Tofu,” which is traditionally handmade using natural bittern and is made with a focus on ingredients; and “Amae-i Red Onions,” a bright red-purple color that is in season in the winter and is very sweet.
Period: January 25, 2025 (Sat) to January 27, 2025 (Mon)
Business hours: 25th (Sat) 10:00-19:00
26th (Sun) 10:00-19:00
27th (Mon) 10:00-18:00
*The members of Tenei Village Tenei Junior High School will be appearing from 10:00 to 12:00 on Monday, January 27th.
*This may vary depending on weather and logistics conditions.
Location: JR East Omiya Station, outside the ticket gates, concourse, east-west connecting passage
Contents: Tenei rice, local sake, processed foods, agricultural products, and other specialty products from Tenei Village
▲Product lineup planned for sale
About Omusubi Restaurant Honnori-ya
Honnori-ya is a rice ball shop chain located in JR East train stations. Its first store, Honnori-ya Tokyo Main Store, opened inside the Yaesu Central Exit ticket gates of Tokyo Station in March 2002, and has since expanded to 22 stores, mainly in the Tokyo metropolitan area.
We continue to provide high-quality rice balls by cherishing our three specialties: “Rice cooked in-house,” “Handmade,” and “Aizu-grown Koshihikari.”
Honnoriya website: https://foods.jr-cross.co.jp/honnoriya/
Honnori-ya Official Twitter: https://twitter.com/Ho_nnoriya
Honnoriya Official Instagram: https://www.instagram.com/honnoriya_2002/
About Ten’ei Village, Fukushima Prefecture
Tenei Village is a village of about 5,000 people in the mountainous area of southern Fukushima Prefecture, about 30 minutes by car from Shin-Shirakawa Station on the JR East Tohoku Shinkansen Line. The village is located on the western side of the watershed, and is one of the most popular tourist spots in Fukushima Prefecture, where you can enjoy hot springs and camping, and the national hot spring resorts such as Hatori Lake Highland and Iwase Yumoto Onsen. The village is located on the eastern side of the village, and is an agricultural region. The village is so rich in water that all of the tap water in the village comes from spring water. In the fertile rice fields that spread among the mountains, the world’s best “Tenei rice” is grown, with a focus on the taste and quality of the rice, while taking care of the natural environment. Other specialty products include cucumbers, yacon, and green onions. The village promotes environmentally friendly agriculture in order to produce safe and delicious agricultural products while protecting the natural environment.
Rice Taste Analysis and Appraisal Competition: About the International Competition
This is a rice competition hosted by the Rice and Food Taste Appraiser Association.
It was started with a focus on the taste of rice and to support the revival of rural areas, agriculture, and rice cultivation, which were in decline.
Official website of the Rice Taste Appraiser Association: https://www.syokumikanteisi.gr.jp/concours/concours_about.html
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: Fuminao Nishino
It is comprised of four companies: the Retail Company, which operates convenience stores such as “NewDays” and specialty stores; the Foods Company, which operates restaurants and food manufacturing businesses such as “Omusubi-dokoro Honnori-ya,” “Irori-an Kirakusoba,” “Beck’s Coffee Shop,” and “Ekiben-ya”; the Water Business Company, which develops beverage products such as “From AQUA” and operates vending machines; and the Development Company, which operates station commercial facilities such as “Ecute” and “Gransta.”
