Exciting New Store Launch of TOKYO ONIGIRI in London, UK

On December 3, 2025, a new food destination, TOKYO ONIGIRI, will make its grand entrance in London's JAPAN CENTRE flagship store located in the vibrant Leicester Square area. This new venture is spearheaded by JR East Japan Cross Station Food Company in collaboration with the Japan-based Honnoriya, known for its delicious rice balls (onigiri). Leveraging the expertise and popularity of Honnoriya’s concept in Japan, this store aims to bring the unique taste of freshly made onigiri to the global stage, starting with London, and beyond into the European market.

About TOKYO ONIGIRI

TOKYO ONIGIRI promises a delightful dining experience, focusing on quality and authenticity. Located at 35b Panton Street, London SW1Y 4EA, the store will operate from 10:00 AM to 8:00 PM, catering to both locals and tourists alike. It will serve freshly prepared onigiri, highlighting 北海道産ゆめぴりか, a premium rice variety known for its high stickiness and unique flavor, prepared using specially filtered water to replicate the taste of Japanese rice. Each onigiri will be hand-shaped and served warm, ensuring a melt-in-the-mouth experience that reflects the traditional Japanese way of food preparation.

Why London?

London is a melting pot of cuisines from around the world, including a growing appreciation for Japanese food culture. The city’s Grab & Go eating culture creates an ideal environment for the introduction of onigiri, a portable and delicious snack. By tapping into thorough market research conducted by JRE Business Development UK Limited and combining this knowledge with Honnoriya’s operational expertise and the local warehouse of JAPAN CENTRE, the initiative aims to establish TOKYO ONIGIRI as a prominent venue for authentic Japanese cuisine.

Additionally, customers can find a vending machine in-store featuring Ito En’s popular Ooi Ocha tea, specifically chosen to complement their onigiri offerings alongside a selection of Japanese railway goods — bridging two aspects of Japan's rich culture.

The Vision Behind the Store

JR-Cross will provide the onigiri recipes and operational know-how, while JRUK will drive project management in the UK as well as partner scouting. JAPAN CENTRE will be responsible for day-to-day operations, from sales to hygiene compliance, ensuring that customers have a true taste of Japan right in the heart of London.

Key Features:

1. Freshness: Every onigiri is crafted by hand with a commitment to warmth and quality.
2. Quality Rice: The rice is sourced from Hokkaido, renowned for its superior texture and sweetness, cooked to perfection with the right water conditions.
3. Unique Store Design: The store’s layout creatively utilizes a railway map aesthetic to celebrate the journey that each customer undertakes in discovering Japanese cuisine.

Menu Highlights

At TOKYO ONIGIRI, visitors will experience a selection of innovative onigiri creations designed to delight the palate. The menu promises not just traditional rice balls but also a glimpse into Japanese culinary innovation.

Background on Honnoriya

Founded in March 2002 in Tokyo, Honnoriya has made a name for itself by combining fresh rice, handcrafted techniques, and the best ingredients to create authentic onigiri. The brand has successfully operated in Japan's station markets, connecting travelers with heartwarming comfort food.

For more details, you can check their official website at Honnoriya or follow them on social media via X and Instagram.

With its central location in London, JAPAN CENTRE presents a unique opportunity to attract a diverse customer base, including local professionals, Japanese expatriates, and tourists from around the globe all eager to explore Japanese flavors.

As TOKYO ONIGIRI prepares for its launch, one thing is certain: a new chapter in Japan’s culinary journey within the UK is about to unfold.