#Japan #Tokyo #Yamada Nishiki #Genmai de Cafe #Tsuya Hime

Experience Unique Japanese Rice Flavors at 'Genmai de Cafe'

Japan's rich rice culture is taking a new twist this September with the 'Genmai de Cafe' popup event, hosted by MNH Co., Ltd. This exciting event will be held from September 7 to 13, 2026, at Spiral Market in Aoyama, Tokyo. Attendees will have the unique opportunity to experience the flavors of 14 distinct rice varieties, including popular choices such as Tsuya Hime and Yamada Nishiki. The event is dedicated to showcasing the versatility of rice, demonstrating that it can be enjoyed in liquid form as a delightful beverage.

A New Way to Enjoy Rice

Traditionally known for its culinary uses, rice is now being reimagined as a drink. 'Genmai de Cafe' offers a unique, caffeine-free beverage crafted solely from roasted rice, allowing a variety of flavors to shine through. The popup aims to present a new drinking choice, one that takes advantage of different rice types and their distinct characteristics.

Attendees can taste-test selections from regions known for their premium rice, such as the famous Tsuya Hime from Yamagata. Sixteen rice varieties include the following:

• - Tsuya Hime
• - Koshihikari
• - Akita Komachi
• - Nanatsuboshi
• - Yumepirika
• - Kame no O
• - Mori no Kumasan
• - Koi no Yokan
• - Nikomaru
• - Dewasansan
• - Natsu no Emi
• - Yamada Nishiki
• - Gassan Blend
• - Chokaisan Blend

This expo-style tasting event will bring together rice aficionados and newcomers alike, who will be able to discover the subtle differences in flavors that each variety brings.

From Eating to Drinking Rice

For nearly a decade, MNH has been on a mission to transform our perception of rice. By promoting it as a beverage rather than just a food, the company is challenging the status quo and introducing an innovative approach to how rice is utilized. With less focus on consumption as a solid food, 'Genmai de Cafe' opens up new avenues for enjoying the versatility of rice. Celebrating the individual qualities that each rice variety brings to the table, this beverage encourages consumers to think of rice in a new light.

What Exactly is 'Genmai de Cafe'?

'Genmai de Cafe' is a 100% brown rice, caffeine-free drink crafted without any coffee beans. By employing a unique roasting technique, the beverage highlights the rich aromas and flavors inherent in the rice. This refreshing drink can be enjoyed at any time of day, making it a great option for relaxation before bedtime.

Whether you’re a fan of coffee or just interested in exploring new taste experiences, 'Genmai de Cafe' provides a novel way to enjoy the nuances of Japanese rice culture.

Popup Details

• - Duration: September 7 (Mon) to September 13 (Sun), 2026
• - Venue: Spiral Market, Aoyama
• - Location: 5-6-23 Minami-Aoyama, Minato-ku, Tokyo, 2F Spiral
• - Hours: 11:00 AM - 7:00 PM (Following Spiral Market's operating schedule)

During the event, media representatives can schedule visits on September 9 and 10 for tasting the 14 varieties of 'Genmai de Cafe' and capturing images at the popup venue. For media inquiries, please reach out to MNH's PR department.

About MNH Co., Ltd.

Founded in Chofu, Tokyo, MNH is committed to innovative product planning and development in the food sector. Officially recognized as a leader in exploring new uses for rice, the company aims to deliver a fresh perspective on this traditional staple food. For more information, please visit MNH's official website.