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Discover the Richness of Domestic Rice Flour

The Tokyo Metropolitan Government is excited to announce the launch of the Tokyo Rice Flour Campaign, taking place from August to September, aimed at promoting the consumption of domestic rice flour. This initiative is not just about showcasing rice flour-based breads and sweets; this year, it expands to include a wide variety of foods and dishes made with local rice flour, hoping to foster a greater appreciation for this versatile ingredient.

Support for domestic rice flour is crucial, especially in a time when food self-sufficiency is increasingly important for the nation. By generating demand for domestically produced rice flour from Tokyo, one of Japan's major consumer hubs, the campaign seeks to enhance food self-sufficiency rates across the country.

Event Details

The campaign will be held in various locations around Tokyo, particularly in areas easily accessible by public transportation. Event highlights include:

1. Rice Flour Fair in Shinjuku at Lumine and Newoman

• - Period: August 18 (Monday) - August 31 (Sunday)
• - What to expect: This fair will feature a range of restaurants offering rice flour menu items as well as shops selling rice flour products.
• - Special Guest Products:

- Basque Cheese Cake made from Rice Flour (by HANDBAKES)
- Fried Chicken (by Sanagi Shokudo)

At Lumine Agrishop

• - A showcase of delightful rice flour sweets and snacks available during the event from August 18 to August 31.

2. Sales at Local Specialty Shops ‘Nomono’

• - Period: September 1 (Monday) - September 14 (Sunday)
• - Locations:

- Nomono at Tokyo Station Gransuta Marunouchi: Basement level 1 outside JR Tokyo Station
- Nomono at Ueno: Central concourse outside JR Ueno Station
- Nomono at Akihabara: Next to Central ticket gate at JR Akihabara Station

• - Product offerings: Rice flour noodles (for pasta, somen, yakisoba), non-fried rice flour snacks, pancake mix, and much more.

Featured Product

• - Cheese Fondue Bread Mix (Inspired by Korean Chijimi)

3. Events Inside the Tokyo Metropolitan Government Building

• - Period: August 19 (Tuesday) - August 28 (Thursday)
• - Enjoy rice flour dishes provided in the dining hall for Tokyo Metropolitan staff.
• - Exhibitions: Art installations related to rice flour in the first-floor Art Stand from August 19 to August 22, and promotional sales of Niigata Prefecture specialties, including rice flour, in the National Tourism PR Corner from August 20 to August 26.

Campaign Overview

The Tokyo Rice Flour Campaign draws its name from the four-character idiom ‘Onko Chishin’ translating to ‘learning from the past,’ which emphasizes the importance of rice, a traditional staple in our diet, and the promotion of rice flour in modern cooking.

Through this campaign, we aim to broaden the usage and appreciation of rice flour in culinary practices.

Campaign Online Presence

For further information, visit our revamped campaign site: Tokyo Rice Flour Campaign Site (renewed on July 25, 2023).

Join Us!

We invite businesses in Tokyo that create food and dishes using domestic rice flour to participate in this campaign. If you agree with our mission, please apply through the provided web form. A directory of participating stores can also be found on our site.