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Experience the Taste of Fukushima with 'Fuku, Warai'

Fukushima Prefecture is gearing up for an exciting event as it hosts the New Rice Fair featuring its celebrated top brand rice, 'Fuku, Warai.' Starting from November 1st at the Fukushima Prefectural Tourism and Trade Center and the Nihonbashi Fukushima-kan MIDETTE, locals and visitors alike will have the chance to savor the latest harvest of this premium rice. This year marks the fifth anniversary of 'Fuku, Warai,' which aims to delight consumers both in and out of the prefecture.

The fair promises a feast for the senses with the introduction of the freshly harvested 2025 variety of 'Fuku, Warai' alongside promotional activities and sampling opportunities featuring Fukushima's specialty, 'Fukushima Raishi White.' Despite facing challenges such as high temperatures and insufficient rainfall after June, dedicated farmers have meticulously managed their crops, ensuring that this year's harvest is ready for celebration.

Attendees will have the opportunity to purchase 'Fuku, Warai' rice and enjoy tastings that highlight its unique qualities. The presence of 'Fukushima Raishi White' adds an extra layer of allure, showcasing the region's agricultural strength. Don't miss the chance to experience the exquisite flavors and aromas of one of Fukushima's finest products!

Event Details

Fukushima Prefectural Tourism and Trade Center

• - Dates: November 1st (Saturday) to November 2nd (Sunday), 2025, from 9:30 AM to approximately 5:00 PM
• - Address: 1F Korasse Fukushima, 1-20 Minamisenmachi, Fukushima City

Nihonbashi Fukushima-kan MIDETTE

• - Dates: November 1st (Saturday) to November 3rd (Monday/Public Holiday), 2025, from 10:30 AM to approximately 5:30 PM
• - Address: 1F Taiyo Building, 4-3-16 Muromachi, Chuo Ward, Tokyo

Fair Activities

• - Promotion and sales featuring 'Fukushima Raishi White'
• - Tasting sessions of the new rice 'Fuku, Warai'

What is 'Fuku, Warai'?

'Fuku, Warai' is a special rice variety developed by Fukushima Prefecture over a span of 14 years. This unique strain, officially recognized as a recommended variety in 2019, was created by crossbreeding the popular 'Koshihikari' and 'Hitomebore.' The name 'Fuku, Warai,' meaning 'Fortune and Laughter,' was chosen from over 6,234 entries and encapsulates the hope that producers, consumers, and everyone involved will share smiles and happiness.

To bear the name 'Fuku, Warai,' the rice must meet stringent quality standards, including a brown rice protein content of 6.4% or less and classification as the highest-quality grade in agricultural inspections. Only registered farms certified under GAP can cultivate this rice, showcasing a commitment to quality that is reflected in its exceptional character. The pristine waters and favorable climate of Fukushima contribute to the rich flavors of the rice, which features a delightful aroma, strong sweetness, and a soft, fluffy texture when cooked.

Additionally, 'Fuku, Warai' makes for a charming gift option, thanks to its auspicious name and appealing packaging design. A variety of gift boxes are available, including a set with two 2kg bags and another with two 300g (2-cup) packages, perfect for sharing the joy of 'Fuku, Warai' with loved ones.

For more information, visit the official 'Fuku, Warai' brand website.

Experience the essence of Fukushima at this fair and indulge in the delightful taste of 'Fuku, Warai'!