Promoting the Charm of Fukushima Rice 'Fuku, Warai'! Honnoriya Shimbashi Branch to Sell Onigiri Using Fukushima Brand Rice 'Fuku, Warai'. Official X Campaign to Win Rice Also Held!

'Omusubi Dokoro Honnoriya', operated by JR East Cross Station Co., Ltd. Foods Company (Location: Shibuya-ku, Tokyo; Company President: Hirofumi Nakamata), will exclusively use the Fukushima brand rice 'Fuku, Warai' for all onigiri sold at its Shimbashi branch during the campaign period.

'Fuku, Warai' is a brand rice developed over 14 years by Fukushima Prefecture, one of Japan's leading rice-producing regions, in pursuit of even greater deliciousness. It features a high aroma and strong sweetness, while cooking up fluffy and soft in texture and taste.

At Honnoriya, to promote its charm, 'Fuku, Warai' will be used for all onigiri sold at the Shimbashi branch during the period. By carefully cooking it in-store and shaping each one with heart, the original 'aroma, sweetness, and richness' of the rice will be maximized.

Furthermore, on our official SNS, we will hold a giveaway campaign where you can win 'Fuku, Warai' by lottery. Please enjoy the deliciousness of 'Fuku, Warai' at home as well.

Sales Overview

[Sales Store] Omusubi Dokoro Honnoriya Shimbashi Branch (Inside JR Shimbashi Station) Right outside JR Shimbashi Station South Ticket Gate

[Sales Start Date] Scheduled for about 3 weeks from April 28, 2026 (Tuesday) * The campaign will end as soon as the rice runs out.

A campaign to win Fukushima rice 'Fuku, Warai' by lottery is being held on official X!

On the official X of Omusubi Dokoro Honnoriya, to promote the charm of Fukushima brand rice 'Fuku, Warai', we will widely introduce its deliciousness and features, and hold a giveaway campaign where you can win 'Fuku, Warai' by lottery.

[Campaign Period] May 7, 2026 (Thursday) - May 20, 2026 (Wednesday), 14 days

[Prize] Fukushima brand rice 'Fuku, Warai' Cube rice 300g x 2 pieces for 10 winners

[How to Apply] 1. Follow the Omusubi Dokoro Honnoriya official X account (@Ho_nnoriya) 2. Repost the campaign post

* Please check the Omusubi Dokoro Honnoriya official X for campaign details.

About Omusubi Dokoro Honnoriya ▲ Omusubi Dokoro Honnoriya Official X Account

About Omusubi Dokoro Honnoriya An onigiri shop expanding within JR East stations. The first store, 'Honnoriya Tokyo Main Store', opened inside the Yaesu Central Ticket Gate of Tokyo Station in March 2002, and it is expanding mainly in the Tokyo metropolitan area. Valuing our three commitments: 'In-store cooking', 'Handmade', and 'Aizu Koshihikari rice', we continue to provide special onigiri.

Honnoriya HP: https://foods.jr-cross.co.jp/honnoriya/ Honnoriya Official X: https://x.com/Ho_nnoriya Honnoriya Official Instagram: https://www.instagram.com/honnoriya_2002/

About JR East Cross Station Co., Ltd. Company Name: JR East Cross Station Co., Ltd. Head Office: 6th Floor, South Gate Shinjuku Building, 5-33-8 Sendagaya, Shibuya-ku, Tokyo Established: April 1, 2021 President and CEO: Fumihisa Nishino

It consists of four companies: the Retail Company, which operates convenience store businesses like 'NewDays' and specialty store businesses; the Foods Company, which mainly operates food and beverage and food manufacturing businesses like 'Omusubi Dokoro Honnoriya', 'Irorian Kiraku Soba', 'BECK'S COFFEE SHOP', and 'Ekibenya'; the Water Business Company, which develops beverage products like 'From AQUA' and operates vending machines; and the Development Company, which operates in-station commercial facilities like 'ecute' and 'GRANSTA'.