#Japan #Niki Town #Red Horse Corporation #Nobishiro

Celebrating Local Flavor: The Launch of Nobishiro

A recent tasting event held on May 19th at the Niki Town Hall unveiled Nobishiro, a sweet sake crafted from the renowned Ginyama rice, specifically the Nanatsuboshi variety. This event was a collaboration with the Red Horse Corporation, which focuses on regional revitalization. Ginyama rice is cultivated in the picturesque Niki Town, famous for its fruits, and aims to leverage its agricultural resources for community branding. The town mayor, Seichiro Sato, along with other local stakeholders participated in this memorable occasion, which included tastings and product presentations.

The Dual Challenge of Niki Town: Expanding Beyond Fruits

Niki Town has long been celebrated for its cherry blossoms, which have become a popular offering through the hometown tax system (furusato nozei). However, establishing a secondary product to complement cherries has been a significant challenge. The Red Horse Corporation recognized the potential of rice, ranked second in popularity after cherries. With a drive to communicate the hidden beauty of rice production in a fruit-centric town, they ventured into creating a new product. Nobishiro was born from the desire to showcase Ginyama rice in a refreshing and innovative manner.

The Fine Characteristics of Ginyama Rice

The rice incorporated into Nobishiro is sourced from the Ginyama district within Niki Town. This region boasts the Yoichi River, known for its pristine waters, combined with fertile soils typical of a basin. Despite facing the challenge of limited sunlight, local farmers are committed to producing superior rice. The dedicated Ginyama Study Group has been instrumental in fostering cultivation techniques that respect the land's unique characteristics while treating the rice crop as their own children.

The Meaning Behind the Name 'Nobishiro'

The name Nobishiro embodies several essential meanings:

• - "Town's potential" reflects a new venture in rice production hidden behind the town's fruit image.
• - "Physical growth potential" symbolizes the empowering attributes of fermented rice (koji).
• - "Habit growth potential" signifies aspirations to enrich lifestyles, helping to harmonize daily routines.

Focusing on change rather than completion, the name serves as a metaphor for Niki Town's promising future. The goal is to cultivate Nobishiro as a year-round brand that resonates with the essence of Niki Town, ready to grow continuously.

Elevating Sake: A Sophisticated Design Concept

Designed with an intention to appear alongside fine wines, the Nobishiro label features a sleek silver base and curves inspired by the town emblem's motif, symbolizing boundless possibilities. Colorful dots reflect the town’s diverse fruits, resulting in a minimalistic design that integrates seamlessly into wine cellars and dining tables alike.

Nobishiro: The 'Drinkable Drip' with Health Benefits

As a sugar-free, non-alcoholic sweet sake, Nobishiro is often referred to as a "drinkable drip". It allows consumers to benefit from rice-derived glucose, amino acids, and B vitamins, establishing itself as a rising star in the wellness market. Recent trends indicate an increase in demand for functional foods that support bodily well-being. The Red Horse Corporation is set to position Nobishiro as part of a new lifestyle that underpins daily performance.

A Collaborative Tasting Event with Local Leaders

The tasting event attracted the participation of the town mayor, tourism association members, and other stakeholders. Attendees shared positive feedback, lauding the sake's natural sweetness and drinkability. Comments such as, "It’s refreshing and easy to drink" and "This embodies a story that represents Niki Town" were prominent. Additionally, concepts for pairing with local grape and tomato juices were exchanged, promoting innovative culinary experiences. The mayor appreciated the partnership with Red Horse Corporation, emphasizing the significance of developing local products that harness community resources to invigorate the town.

Future Prospects for Nobishiro

Nobishiro is poised to be featured as a hometown tax offering. It’s also expected to showcase at local events, including the upcoming Cherry Festival on June 28 and the Niki Fruit & Wine Marathonic 2026 on September 12. Plans for expanding distribution both within and outside the town are underway. This endeavor is anticipated to foster sustainable relationships through the hometown tax system, building a dedicated fan base for local products.

About Red Horse Corporation

• - Head Office: 2F KOKUGIKAN FRONT BUILDING, 1-10-5 Yokozuna, Sumida-ku, Tokyo 130-0015, Japan
• - Established: March 1964
• - CEO: Kenki Yamada
• - Business Focus: Regional industry support and consumer products
• - Website: Red Horse Corporation

For inquiries regarding this press release, please contact:

• - Person in Charge: Mihara
• - Phone Number: 03-5637-7099
• - Email: [email protected]