Fresh every time.
We set out to create an ideal rice that stands apart.
A uniquely exceptional taste, delivered to you.
A uniquely exceptional taste, delivered to you.
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Our Philosophy
Founded in the Edo period,
carrying on a legacy through generations.
carrying on a legacy through generations.
Perfecting Quality and Taste
Because rice is the staple food of Japan, we believe it deserves uncompromising quality and true deliciousness. Across the country, Japan is home to exceptional rice and dedicated producers who devote themselves to its cultivation. Each year, we carefully select the finest rice from regions nationwide, bringing together our knowledge, experience, and technique to polish every grain with care and precision. To elevate quality even further, we blend multiple varieties to create a deeper, more nuanced flavor. This careful balance brings out the very best in each grain. With harmony in luster, aroma, texture, sweetness, umami, and mouthfeel, we deliver a truly one-of-a-kind rice, crafted to be exceptional in every way.
Message
The teachings of Saichō, founder of the Tendai sect:
"Do no evil, do good, act for others."
I take these words as my guiding principle.
To provide everyone with delicious rice.
To continue researching rice with sincerity.
To convey the excellence of Japanese rice.
With the theme "Always as delicious as new rice,"
we create rice that is safe, secure, and offers
consistent flavor year-round.
Sweet, lustrous, and fragrant,
we kindly ask for your continued support of "Sun Mark Rice."
Representative Director Motoko Yasui
The Process Behind Our Rice
Founded in the Edo period, carrying on a legacy through generations.
Sourcing
Carefully Selecting the Finest Regions Each Year
Rice is a gift of nature.
Its quality changes with climate, soil, water, and the hands that grow it.
Even rice from the same region or variety can differ in flavor from year to year.
To deliver consistently delicious rice every season,
we are not bound by specific regions or varieties.
Each year, we travel across Japan to trusted growing areas,
carefully sourcing only the finest rice of that year directly from the fields.
Its quality changes with climate, soil, water, and the hands that grow it.
Even rice from the same region or variety can differ in flavor from year to year.
To deliver consistently delicious rice every season,
we are not bound by specific regions or varieties.
Each year, we travel across Japan to trusted growing areas,
carefully sourcing only the finest rice of that year directly from the fields.
Quality Inspection
Thorough Testing and Selection
Rice carefully chosen from across Japan.
Every batch we source is evaluated through both tasting and objective measurement using a rice taste analyzer.
By confirming flavor through real tasting and validating it with scientific assessment, we precisely manage each rice's taste, characteristics, and blending suitability.
Every batch we source is evaluated through both tasting and objective measurement using a rice taste analyzer.
By confirming flavor through real tasting and validating it with scientific assessment, we precisely manage each rice's taste, characteristics, and blending suitability.
Rice Milling
Exceptional Polishing Techniques
The flavor of rice is refined through precise milling.
Skilled operators carefully assess delicate conditions such as temperature and humidity, polishing each grain with precision while minimizing stress and damage to the rice.
By gently milling without harming the surface of the grain, we achieve rice with an exceptionally smooth mouthfeel that passes cleanly and effortlessly on the palate.
Skilled operators carefully assess delicate conditions such as temperature and humidity, polishing each grain with precision while minimizing stress and damage to the rice.
By gently milling without harming the surface of the grain, we achieve rice with an exceptionally smooth mouthfeel that passes cleanly and effortlessly on the palate.
Blending
Combining the Finest Rice
Japan is home to hundreds of rice varieties.
By understanding the unique character of each variety and blending several that complement one another, we bring out their individual strengths and create an ideal rice with greater depth of flavor.
This approach is similar to the blending of coffee or whisky, or the art of combining miso.
By adjusting both the varieties and blending ratios according to the season and timing, we maintain the same exceptional taste throughout the year.
By understanding the unique character of each variety and blending several that complement one another, we bring out their individual strengths and create an ideal rice with greater depth of flavor.
This approach is similar to the blending of coffee or whisky, or the art of combining miso.
By adjusting both the varieties and blending ratios according to the season and timing, we maintain the same exceptional taste throughout the year.
Low-Temperature Storage
Optimal Controlled Storage
Rice is harvested only once a year.
Unmilled rice is carefully managed according to the characteristics of each variety, preserving quality through fresh storage in low-temperature warehouses.
We also practice controlled aging, adjusting storage periods and conditions based on intended use and cooking style.
By allowing the rice to rest under optimal conditions, we enhance its umami and overall depth of flavor.
Unmilled rice is carefully managed according to the characteristics of each variety, preserving quality through fresh storage in low-temperature warehouses.
We also practice controlled aging, adjusting storage periods and conditions based on intended use and cooking style.
By allowing the rice to rest under optimal conditions, we enhance its umami and overall depth of flavor.
PRODUCTS
Home-Use Rice
Yasui Original Home Rice
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Koshino Hakubai
Made using only the rare "upper-grade" portion selected from the highest-quality rice.
With exceptional balance in luster, aroma, texture, sweetness, umami, and mouthfeel, every element reaches the highest standard.
An elegant and profound flavor that cannot be achieved with a single rice variety alone. A truly ultimate taste, refined to perfection.
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GOKUJYOU
Because rice is enjoyed every day, we focused on a deliciousness that never grows tiresome.
With an elegant mouthfeel, gentle sweetness, and a satisfying texture where each grain feels distinct and full, this is a truly exceptional rice of the highest quality.
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TOKUSEN
Characterized by gentle sweetness, beautiful luster, and a pleasant, balanced stickiness.
An all-purpose rice that pairs well with Japanese, Western, and Chinese cuisine alike.
Offered at a reasonable price, it delivers satisfying, delicious flavor to the everyday table.
Single-Origin Rice
We offer a wide variety of single-origin rice, carefully refined using our proprietary milling technology to bring out a higher level of taste—even within the same variety.
Professional Rice
Yasui Original Professional Rice
With expert blending, we deliver flavor two levels above others in the same price range.
We provide rice with stable, consistent taste throughout the year,
ensuring the same quality and deliciousness in every season.
By adjusting rice varieties and blending ratios,
we can create flavors tailored precisely to your preferences.
We also offer custom rice suited to a wide range of dishes, including Japanese, Western, and Chinese cuisine,
as well as sushi, rice balls, rice bowls, and curry rice.
Company
A long-established rice merchant since the Edo period.
Company Name
Yasui Co., Ltd.
Business
Rice sourcing, blending, milling, and supply
Clients
Food service and retail clients across Japan
Location
25-1 Hirohara, Wakayama City, Wakayama Japan
Business Hours
9:00 AM – 5:30 PM, closed Sundays and public holidays
Inquiries & Consultations
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