Experience the Delicacies of Japanese Rice Flour at the Tokyo Rice Flour Event

Tokyo is gearing up to host an engaging event focused on the essence of domestic rice flour, running from August through September. This campaign, aptly named the “Tokyo Rice Flour Campaign,” aims to elevate awareness and consumption of Japanese rice flour products. By building momentum around various offerings, including not just rice flour bread and sweets but also a diverse range of food and cuisine, the initiative seeks to encourage a greater appreciation for locally-sourced ingredients.

The significance of promoting rice flour consumption ties directly into improving the self-sufficiency of food production in Japan. By creating demand for domestically produced rice flour, we can contribute to a more sustainable food system. The campaign strategically targets Tokyo, a major consumption center, to spearhead this crucial initiative.

Event Schedule and Locations

The event will take place in venues close to major transportation hubs within the city, such as neighborhoods around Shinjuku. Notable activities include:

1. Rice Flour Fair at Lumine and Newoman
- Dates: August 18 (Lumine 1) and August 19 (Lumine 2)
- Featuring a delightful fair where visitors can sample dishes made with rice flour and purchase rice flour products from nearby grocery stores.
- Special highlights include unique rice flour sweets and confections available at Lumine Agri Shop from August 22 to 23.

2. Shopping Opportunities at the “Nomono” Shops
- Dates: September 1 to September 14
- Participating locations include:
- Nomono Tokyo Station Grand Easta Marunouchi Store
- JR Ueno Station Central Ticket Gate Grand Concourse
- JR Akihabara Station Next to the Central Ticket Gate
- Featured products will include rice flour noodles (such as pasta, somen, and yakisoba), non-fried snacks made from rice flour, and various rice flour blends for pancakes and other dishes.

3. Events at the Tokyo Metropolitan Government Building
- Dates: August 19 to August 28
- Offering rice flour dishes at the cafeteria for government employees and holding exhibitions related to rice flour in the First Main Building. Explore traditional rice culture and its modern usage at the nationwide tourism PR corner featuring products from Niigata, which has a promotional agreement with Tokyo.

Campaign Overview

The “Tokyo Rice Flour Campaign” is inspired by the four-character idiom “onko chishin”, which emphasizes learning from the past to embrace the future. This reflects the importance of rice as a traditional staple in Japan and aims to integrate rice flour into contemporary diets. Through this campaign, we hope to expand the use of rice flour and showcase its culinary potential.

Campaign Website: For further information, updates, and details on participant shops, the dedicated site can be accessed here, recently renewed on July 25.

Join Us!

We invite local businesses that offer rice flour-based foods and dishes to join this campaign. If you support our aims, please sign up via the designated form on our website. Together, we can highlight the versatility and benefits of using rice flour in everyday cooking.

In alignment with the ongoing “Tokyo 2050 Strategy,” this initiative reflects our commitment to sustainability in the agricultural and food sectors in the lead-up to 2050.