We understand that taste is a subjective sense. Although there are professionals who have set the standards of what 'delicious rice' is like in Japan, we believe everyone has their own idea of what that might look like; whether it’s the color, sheen, scent, sweetness, stickiness, texture, or an overall subjective taste. That's where our proven standard of 'delicious rice' comes in. We sell the most consumed rice by people's choice. Our volume proves the popularity in the market, which is a simple proof that we only offer ' delicious rice'.