TOKYO - Rice has become an increasingly popular ingredient in a variety of cosmetic products and beverages amid a decrease in consumption of what used to be Japan's main staple.
In June 2012, Kose Provision Co. launched lotions and creams containing extracts made by fermenting and maturing rice.
The affiliate of major cosmetics maker Kose Corp. claims that the cosmetics series dubbed "Maihada" are effective in moisturizing skin.
The lineup, which is available only on a mail order basis, has gradually become popular and the number of members who have signed up for the online shop has exceeded 100,000, according to officials of Kose Provision.
The officials also explained that its members include those who shifted from European and U.S. cosmetics brands, believing that the Maihada series made from rice must be safer and better for their skin.
"With more and more consumers pursuing safe cosmetics, we sought to develop unique products made from Japanese materials, which we assumed no rivals would think of," said Yosuke Takahashi, an official in charge of product planning at Kose Provision.
Takahashi said the company has received a number of inquiries about the Maihada series from consumers abroad in English and Chinese.
Kirin Beverage Co., meanwhile, released in May this year a sugar-free tea made 100 percent from domestic rice. By steaming and roasting rice, the tea tastes slightly sweet and has the flavor of roasted rice.
Since it is free of caffeine and sugar, the "Nippon Komecha" has been enjoyed by children and people who drink it before going to bed, according to the major beverage maker.
The tea is the first 100 percent pure rice soft drink, according to Momoko Azuma, a Kirin Beverage official who developed the product.
"Since it has a strong rice flavor, some consumers have told us that they use the beverage when making bread or as soup stock," Azuma said.
In Japan, rice consumption has been diminishing over the years as society is rapidly aging and an increasing number of consumers prefer Western food over traditional Japanese dishes.
A recent survey by the Internal Affairs and Communications Ministry showed that single households spent an average 10,367 yen on rice a year, lower than 13,022 yen on bread and even 13,018 yen on supplements.
Against this backdrop, the Prince Park Tower Tokyo hotel in Tokyo's Minato Ward has organized an event to promote rice consumption.
In the event held in early November, about 30 women learned proper ways to wash and boil rice and tasted five different rice brands.
The women kept throwing questions at the instructor, such as, "What kind of water will you recommend when washing rice?" or "How should I preserve rice?"
The participants also enjoyed a buffet of salads and desserts made from rice.
One of the women, a 27-year-old public office worker said, "I often have bread for breakfast, but am now interested in eating the rice brands I especially enjoyed here."
A hotel official, who planned the event, said, "We hope our hotel can serve as a source of information to help people realize the greatness of rice once again."
source: www.abs-cbnnews.com
