#Japan #Tokyo #JR East #TOIRO #Koshihikari

A New Culinary Experience on the Shinkansen

Starting January 29, 2026, a new vending machine featuring frozen sweets named "Komeko Roll" will be available at the Shinkansen platforms (Tracks 20 & 21) of Tokyo Station. This initiative, organized by JR East's food company division in collaboration with the Tokamachi Sukoyaka Factory, aims to enhance the brand presence of TOIRO®, known for its unique rice-based treats.

What is Komeko Roll?

Komeko Roll is a delightful creation made entirely from the fine Uonuma Koshihikari rice flour sourced from Tokamachi, Niigata Prefecture. This innovative dessert features a fluffy sponge texture combined with a light, creamy soy-based filling, making it not only a delicious treat but also a gluten-free option for those seeking healthier alternatives. The versatility of Komeko Roll allows it to be enjoyed either as a traditional roll cake after slight thawing or as an ice-like dessert directly from the freezer.

Flavors and Awards

The vending machine will offer four different flavors of Komeko Roll, with the standout being the "Snow White" variety. This particular flavor has received significant acclaim, winning the Grand Prix at the Japan Food Selection, which is recognized as the first food and ingredient certification system in Japan managed by the Japan Food Analyst Association.

Strategic Placement

To maximize customer reach, the Komeko Roll vending machine will be placed adjacent to the popular Bex Coffee vending machines. This strategic positioning aims to attract a wider audience and create a synergistic effect, further promoting the TOIRO® brand to new and returning travelers alike.

About the TOIRO® Brand

The name TOIRO® signifies the rich diversity and unique values of Tokamachi City, capturing a vision to be a brand that caters to various preferences and dietary needs. TOIRO® is committed to producing high-quality sweets that everyone can enjoy, including those with food allergies. By using carefully selected local ingredients from Tokamachi and Niigata, the brand takes pride in the meticulous crafting of each product to guarantee outstanding taste and quality. Also, TOIRO® caters to dietary diversity by offering products suitable for those with allergies and vegan certifications.

Tokamachi Sukoyaka Factory

Founded in September 2014 as part of JR East Group's regional revitalization efforts, the Tokamachi Sukoyaka Factory specializes in allergen-free food production. Utilizing the expertise from Takaki Bakery, a renowned name in high-quality baking, the factory produces rice flour cakes and vegan-certified cookies using Uonuma Koshihikari rice flour and soy cream. These delicious offerings have found their place even in local return gifts for the hometown tax, further emphasizing the factory's commitment to community and quality.

About JR East Cross Station Co., Ltd.

Established on April 1, 2021, JR East Cross Station Co., Ltd. operates from its headquarters in Shibuya, Tokyo. The subsidiary of JR East, with a capital of 4.1 billion yen, is involved in various businesses that include convenience retailing, specialized dining, and food production. The company strives to innovate and provide top-tier services and products across its ventures, including the new self-service food options at the heart of Japan's transportation system.