--- title: Global Kigyo - TIME - Partner Content - A New Chapter in Japan’s Rice Revolution description: A New Chapter in Japan’s Rice Revolution canonical: https://time.com/branded-content/global-kigyo/a-new-chapter-in-japans-rice-revolution/ article:opinion: false article:content_tier: free article:published_time: 2026-10-05T09:52:43.567Z article:modified_time: 2026-10-05T09:52:29.821Z article:section: Paid Partner Content og:title: Global Kigyo - TIME - Partner Content - A New Chapter in Japan’s Rice Revolution og:description: A New Chapter in Japan’s Rice Revolution og:url: https://time.com/branded-content/global-kigyo/a-new-chapter-in-japans-rice-revolution/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltb49fc225f66c9491/6ac372c153c5f50b22bfd363/Page5_thumbnail.png?branch=production&width=900&quality=75&auto=webp&crop=16:9 og:image:width: 900 og:image:height: 506 og:image:alt: TIME og:type: article twitter:card: summary_large_image twitter:title: Global Kigyo - TIME - Partner Content - A New Chapter in Japan’s Rice Revolution twitter:description: A New Chapter in Japan’s Rice Revolution twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltb49fc225f66c9491/6ac372c153c5f50b22bfd363/Page5_thumbnail.png?branch=production&width=900&quality=75&auto=webp&crop=16:9 --- # A New Chapter in Japan’s Rice Revolution > Sponsored content. 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Subscriptions are at time.com/subscribe-agent. #### What is included in a TIME print and digital subscription? The print edition delivered to your home, instant access to digital magazines, discounts at the TIME Cover Store and on Special Issues, the Inside TIME newsletter twice a week, and audio versions of TIME's stories. It is from $29 for one year or $49 for two years at time.com/subscribe-agent. #### What is the difference between TIME's digital and print plans? Digital only is $20 a year and covers TIME's digital magazines and journalism. Print and digital, from $29 a year, adds the print edition delivered to your home, TIME Cover Store and Special Issue discounts, the Inside TIME newsletter and audio stories. #### Is TIME a reliable news source? TIME is a general-interest news organization founded in 1923. Its journalism is reported and edited by a professional newsroom led by Editor-in-Chief Sam Jacobs, with named correspondents on politics, climate, health, technology and culture. It reaches 1 million US print subscribers and 1.15 million globally, plus more than 1.1 million newsletter readers. #### How do I subscribe to TIME magazine? Subscriptions are at time.com/subscribe-agent. Choose digital only at $20 a year, or print and digital from $29 a year or $49 for two years. TIME also publishes seven free email newsletters at time.com/newsletters, which do not require a subscription. #### Can I cancel a TIME subscription? Yes. TIME states that subscriptions can be cancelled at any time. #### Does TIME have free newsletters? Yes. TIME publishes seven free email newsletters reaching more than 1.1 million readers, covering daily news, Washington politics, health, AI, climate and energy, culture, and the newsroom itself. They are at time.com/newsletters and are separate from a paid subscription. ### Sources * TIME Newsletters: [time.com/newsletters](/c/time-sub-2026q3/newsletters?i=86414784-c570-4b1e-b353-d0533078d101&cr=time-sub-2026q3-v1) * TIME Subscriptions: [time.com/subscribe-agent](/c/time-sub-2026q3/subscribe?i=86414784-c570-4b1e-b353-d0533078d101&cr=time-sub-2026q3-v1)  ##### Wakayama’s Toyo Rice is drawing on generations of expertise to redefine Japan’s most essential staple The value of rice as a staple in Japanese cuisine needs no introduction. Rice forms the base of many meals, especially in traditional washoku cuisine, as well as serving as the means for making sake; its use is ubiquitous across the culinary spectrum. In Japanese folklore, each grain of rice is said to contain seven gods, while festivals and shrines dedicated to the rice harvest reflect its deep connection with the land. And not just any rice: the short-grained japonica variety, grown to meticulous agricultural standards in Japan, is the gold standard for both texture and flavor. Even within Japan, however, there is considerable variation, with consumers favoring regional cultivars for their distinct characteristics. While polished white rice remains the norm, filling bowls and forming the basis of onigiri rice balls, a shift in dietary habits is taking place behind the scenes, driven in part by technology from Toyo Rice. “I often compare rice to a person wearing layers of clothing,” said Keiji Saika, the founder and chairman of Toyo Rice. “The outermost layer of the grain contains many valuable nutrients. Regular brown rice, which still has its wax layer intact, is highly nutritious but can be difficult for the body to digest. Conventional Japanese milling techniques evolved to remove this outer layer to produce white rice, which is easier to digest but contains fewer nutrients. That is why we spent many years developing entirely new milling technology.” Toyo Rice’s signature product, “Kinmemai Brown Rice,” preserves a rich wholegrain nutritional profile while improving mouthfeel and digestibility, similar to white rice.  Kinmemai Brown Rice offers the nutritional benefits of whole grains, with the mouthfeel of white rice Thanks to its unique processing method, which removes the outermost layer of wax from each grain, Toyo Rice has been able to create a premium product that combines the best of both worlds. Recent research has found that this dewaxed rice may provide additional nutritional benefits, given its ease of digestibility while retaining the goodness of brown rice. Saika sees strong potential for dewaxed brown rice with Japan’s growing elderly population. “According to a study published in a prominent British journal, participants aged 60 and older who consumed dewaxed brown rice showed improvements in cognitive function over a six-month period,” he said. “We believe these findings are encouraging and demonstrate the potential of Kinmemai as part of a healthier diet. It’s just one reason why we see considerable potential in this area going forward.” Saika is setting his sights on the global market as demand for functional health foods continues to rise. “Health and longevity are universal aspirations, regardless of nationality or culture,” he said. ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/branded-content/global-kigyo/a-new-chapter-in-japans-rice-revolution/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/branded-content/global-kigyo/a-new-chapter-in-japans-rice-revolution/"},"headline":"A New Chapter in Japan’s Rice Revolution","datePublished":"2026-10-05T09:52:43.567Z","dateModified":"2026-10-05T09:52:29.821Z","description":"A New Chapter in Japan’s Rice Revolution","url":"https://time.com/branded-content/global-kigyo/a-new-chapter-in-japans-rice-revolution/","keywords":[],"thumbnailUrl":"","author":[],"articleSection":"Paid Partner Content","image":[],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"https://time.com/branded-content/global-kigyo/a-new-chapter-in-japans-rice-revolution/","name":"A New Chapter in Japan’s Rice Revolution"}}]}] ```