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A New Chapter for Fresh Onigiri: Honnoriya at Ecute Ueno

Honnoriya, a new onigiri specialty shop, is set to open its doors at Ecute Ueno on November 18, 2025. Operating under JR East's Cross Station Food Company, this location promises a unique experience, focusing on fresh, handmade rice balls made from the finest Aizu-produced Koshihikari rice. The shop aims to provide customers with comforting moments through the delicately crafted onigiri that are steamed to perfection right in the store.

Celebrating the Grand Opening

To commemorate the launch, Honnoriya will unveil an exclusive product: the adorable Panda Salt Onigiri, available only at the Ecute Ueno location. This delightful creation features onigiri wrapped with nori in the shape of a panda, making it a perfect, playful treat for visitors.
Additionally, the winter months will see the early introduction of another exclusive item, the Oyster Rice Onigiri, which is made with premium oysters sourced from Miyagi Prefecture.

Store Information

• - Shop Name: Honnoriya at Ecute Ueno
• - Opening Date: November 18, 2025
• - Location: 7-1-1 Ueno, Taito-ku, Tokyo, 110-0005 (inside JR Ueno Station, 3rd floor)
• - Opening Hours: On opening day at 10:00 AM, with regular hours from November 19 as follows:

- Monday-Thursday: 7:00 AM - 9:00 PM
- Friday: 7:00 AM - 10:00 PM
- Saturday, Sunday, and Holidays: 7:00 AM - 9:00 PM

A Fresh Take on Onigiri

With the rise in inbound tourism to Japan, the popularity of onigiri is growing. To reflect this trend, Honnoriya has designed a new logo prominently showcasing the shape of onigiri, prominently displayed in the Ecute Ueno shop, marking it as the first location to adopt this fresh branding.

Moreover, a new showcase inspired by the Mizuyadansu (water chestnut cabinet) will be featured in the store. This innovative layout merges the warmth of traditional Japanese aesthetics with functional beauty, making it easy for customers to explore and admire the diverse onigiri offerings. The signature orange brand color embodies the warmth of connection and community.

Seasonal Offerings

Ecute Ueno Limited Edition Items

• - Panda Salt Onigiri: Priced at 150 yen (tax included). This limited-time delight is made with fresh rice from Aizu and crafted on-site. Available from November 18, 2025, through March 18, 2026.
• - Oyster Rice Onigiri: For 390 yen (tax included), customers can taste the seasonal delicacy that showcases the rich flavors of winter.

Special Campaign

To celebrate the grand opening, Honnoriya will host a promotional campaign on their official X account, offering a chance for 500 lucky winners to receive a complimentary Panda Salt Onigiri! Details on how to participate include following their official account and interacting with their campaign posts.

• - Campaign Period: November 17-21, 2025
• - Total prizes: 500 Panda Salt Onigiri
• - Participation Limit: One entry per person per day (up to five entries total)

About Honnoriya

The journey of Honnoriya began in March 2002 with its first store opening at Tokyo Station. Since then, it has expanded across the metropolitan area, delivering quality onigiri with a focus on freshly cooked rice, handmade crafts, and Aizu Koshihikari rice. With a commitment to quality and customer satisfaction, Honnoriya continues to be a beloved choice for onigiri lovers.

For more information, visit the official Honnoriya website at Honnoriya HP or follow their social media accounts on X and Instagram.

Experience a Taste of Tradition

Honnoriya aims to bring the taste of traditional Japan to those who crave a comforting bite, and their new shop at Ecute Ueno is poised to deliver just that. Come and celebrate the joy of onigiri at Honnoriya!