Premium rice from Japan meets demand

Priyanka Elhence

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Japan Rice and Rice Industry Export Promotion Association (JRE) introduces four exciting rice-based products to Singapore.

Rice plays an important role in Asian culture. Did you know that more than 7 million tons of Japanese rice is consumed annually in Japan, and 3,879 tons was exported to Singapore in 2019?

What sets Japanese rice apart from its counterparts are three key factors: sweetness, taste and variety. Japanese rice is sweeter than jasmine rice, as it is made with rich and clear water that runs in the country. It has a superb taste, and it retains its delicious quality even when it is cold. There is a wide variety of Japanese rice products to suit all taste preferences, from plain to ready-made and sticky mochi. Japanese rice is also highly versatile and can be used as an accompaniment to Chinese or western main courses.

Japan Rice and Rice Industry Export Promotion Association is a general incorporated association that supports the promotion of overseas exports of rice and rice products. Currently there are 48 Rice, sake and rice confectionery manufacturers in Japan that belong to this organisation, including industry-leading companies. JRE has been bringing in a host of rice produce – some items debuting in Singapore for the first time – to promote the export of Japan’s rice and rice-related products such as Japanese sake and rice cracker.

The products of this unique rice launch will be available for sale via Singapore Home Cooks Facebook group (https://www.facebook.com/singaporehomecooks) on 18 and 25 January 2021 respectively.

The first product launching on 18 January is Tenmusu by Nagoyashokuryo Co.,Ltd. Tenmusu, a deep-fried salty shrimp tempura encased within a rice ball and wrapped with nori, originated from a tempura restaurant called Senju in Tsu City, Mie-prefecture.

And launching on 25 January is Iwate Hitomebore by Kitoku Shinryo Co.,Ltd. One of the most renowned brands of Japanese rice, this all-purpose rice has a pleasing stickiness and sweetness, and is fluffy when cooked, boasting a chunky texture.

For more information on the launch of other rice products, visit https://zenbeiyu.com/en/about and https://www.facebook.com/JapanRiceExport

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