A New Way to Enjoy Rice by Drinking It — 100% Brown Rice Non-Caffeine Beverage "Genmai Decaf" Pops Up at Spiral Market Aoyama

MNH Inc. (headquartered in Chofu, Tokyo; President and CEO Naohiro Ozawa) is holding a period-limited pop-up at Spiral Market Aoyama in Aoyama, Tokyo, from Monday, September 7 to Sunday, September 13, 2026, for Genmai Decaf, a non-caffeine beverage made by roasting 100% brown rice. Through Genmai Decaf, the pop-up introduces a new way to enjoy rice: drinking it.

Pop-Up Event Overview

The pop-up at Spiral Market Aoyama introduces Genmai Decaf, a beverage built around the idea of drinking rice. Genmai Decaf is a non-caffeine drink made by roasting 100% brown rice, turning an ingredient usually eaten into one that can be savored as a drink. Visitors to the pop-up can pick up and examine the products in person while learning about the toasty flavor that comes from the rice and the different characters that emerge depending on the rice's origin and variety.

Dates: September 7 (Monday) to September 13 (Sunday), 2026
Venue: Spiral Market Aoyama
Address: 5-6-23 Minami-Aoyama, Minato-ku, Tokyo (Spiral, 2F)
Hours: Follow Spiral Market Aoyama's regular business hours

From Eating Rice to Drinking It

Genmai Decaf is a non-caffeine beverage made by roasting brown rice with proprietary technology to bring out its toasty aroma and natural sweetness. It can also be extracted with an espresso machine, opening up new ways to enjoy it beyond a straight brew, including as a latte, and expanding its use into cafe settings.

Enjoying Rice's Individuality Across 14 Varieties

Genmai Decaf uses rice sourced from around Japan, centered on rice grown in Yamagata Prefecture, and currently comes in 14 varieties. It offers a new way to enjoy rice by tasting how the aroma, sweetness, and aftertaste differ by origin and variety.

Example varieties: Tsuyahime, Kamenoo, Dewasansan, Yamada Nishiki, Koshihikari, Nanatsuboshi, and more

Different varieties and origins bring out different flavors

Exhibiting at World of Coffee, Held Around the World

In 2026, Genmai Decaf was exhibited at the Bangkok edition of World of Coffee, one of the world's largest specialty coffee events, introducing a new beverage born not from coffee beans but from Japanese rice to a global audience. The brand's goal extends beyond spreading the Genmai Decaf product itself: it aims to give rice a new role and help "drinking rice" take root as an everyday choice, envisioning a future in which rice grown in each country becomes a beverage cherished as part of that region's own culture.