Known for their signature Nekase Genmai® brown rice, YUWAERU Inc. (Headquarters: Chiyoda-ku, Tokyo / CEO: Yoshitaka Ogino) has pre-launched the community site "YUWAERU VILLAGE" on February 4, 2026 (Wednesday), marking their 17th anniversary.
Community Site "YUWAERU VILLAGE" Pre-Launch
Since its founding, YUWAERU has continued to create products driven by the fundamental question: "How can we create a world without lifestyle-related diseases?"
The answer they arrived at was changing the staple food to brown rice. However, brown rice had a common perception of being "good for your health, but not delicious." They wanted to overturn this notion and create brown rice that was so delicious and chewy that you wouldn't believe it was brown rice — something you'd want to eat every day. This desire led to the birth of Nekase Genmai®.
To bring this vision to life, they expanded into retail stores, e-commerce, wholesale, and OEM, and their in-house manufactured "Nekase Genmai® Rice Packs" have now grown to exceed 21 million cumulative servings. To strengthen their customer-centric approach and provide even better products and services, they are pre-launching the community site "YUWAERU VILLAGE" on February 4, 2026.
"YUWAERU VILLAGE" is based on the concept of YUWAERU as a "village," offering various content including "YUWAERU Plaza," where members can interact with YUWAERU staff or with each other, "YUWAERU's Kitchen," where members can post arrangement recipes and their brown rice lifestyle, and "YUWAERU Bulletin Board," where YUWAERU shares announcements, health columns useful for daily life, and arrangement recipes using their products. Additionally, experience points are awarded for each post and comment, and ranks are determined based on cumulative experience points. Rank achievers will receive special benefits such as exclusive goods, points, and product assortments. They plan to continue adding interactions and content that can only be experienced on the community site, so stay tuned.
The pre-launch starts by inviting a portion of YUWAERU online store customers. Through this site, they aim to connect directly with customers and provide special experiential value through products and new initiatives.
Toward Creating a Real Village Someday
The starting point of the community site "YUWAERU VILLAGE" concept is a theme park about traditional Japanese living culture, food, and health. It's a place where not only agriculture and fishing are practiced, but also where miso, soy sauce, sake, and beer are made, and food production, processing, and sales are all conducted. Traditional craftsmanship and construction are carried out, and there are restaurants, hot springs, lodging, villas, health and medical facilities, and even schools — a wonderland where everyone from children to the elderly can play and enjoy. This is what they hope to create someday.
About YUWAERU Inc.
Location: 6F Eisen Building, 3-20 Kanda Nishiki-cho, Chiyoda-ku, Tokyo
CEO: Yoshitaka Ogino
Established: February 4, 2009
Business Activities: D2C business (brown rice pack manufacturing, retail (EC)), wholesale/OEM, consulting
URL: https://www.yuwaeru.co.jp/
"One bowl of brown rice a day." Combining meals that make your body happy with brown rice as a staple food, and meals that make your heart happy without giving up what you love, creating a balanced diet. While a perfect 100-point diet is difficult, by continuing at 70 points, you can achieve a healthy diet without giving up what you love, leading to a healthy and fulfilling lifestyle — this is what we believe.
We developed "Nekase Genmai®," which surprises everyone with its incredibly chewy texture, saying "Is this really brown rice?!" We manufacture rice packs in our own factory and operate through stores, e-commerce, wholesale, and OEM.
*"Nekase Genmai®" is a registered trademark of YUWAERU Inc.
STATEMENT "We Connect Together (Yuwaeru)"
Connecting "Comfortable Living" and "A Comfortable World"
Many people believe that "eating what you like" and "being healthy" cannot coexist.
However, our thinking is different. By skillfully combining "meals that make your body happy" with brown rice as a staple food and "meals that make your heart happy" without giving up what you love, and living a balanced dietary life. While a perfect 100-point diet is difficult, by continuing at 70 points, we believe you can achieve a healthy diet without giving up what you love. Enjoying meals comfortably without straining or forcing yourself, while thinking about your body, ingredients, producers, and nature. At that moment, a single bowl of rice and a sustainable world are connected as one. We firmly believe that "comfortable living" and "a comfortable world" can coexist.
Connecting "Traditional Living Culture" and "Modern Living Culture"
Since ancient times, Japanese meals have been based on "one soup and one vegetable," with unrefined grains like brown rice as the staple food, allowing people to live healthily without being particularly conscious of health. Currently, polished white rice, which many people eat as a staple, is delicious and easy to eat, but dietary fiber, minerals, vitamins, and other nutrients have been removed. Our "Nekase Genmai" is brown rice with a unique manufacturing method that allows you to enjoy a chewy texture and taste the umami and sweetness.
It's a complete nutritious food with abundant nutrients and deliciousness, and in fact, brown rice is even more suitable for modern lifestyles. Adapting traditional Japanese living culture to modern sensibilities, values, and lifestyles is our role. We believe that the wisdom for sustaining a rich life lies in things that are being lost from daily life, such as fermented foods, traditional crafts, diverse ingredients, and nature.
Official Website and Social Media
Online Store: https://nekase-genmai.com/
Instagram: https://www.instagram.com/yuwaeru.online/
Youtube: https://www.youtube.com/channel/UCwCUbHkizOzaRbabewVoEAg
X: https://www.twitter.com/yuwaeru/
Facebook: https://www.facebook.com/yuwaeru.online/
YUWAERU Directly Operated Stores
YUWAERU Kuramae Main Store: https://www.instagram.com/yuwaeru_honten/
YUWAERU Sapporo Maruyama Park Store: https://www.instagram.com/yuwaeru_sapporo/
