MUJI Launches New "Hiroshima-grown Inni Terraced Rice Field Hade-boshi Koshihikari" at Five Select Stores

Ryohin Keikaku Co., Ltd. (Toshima-ku, Tokyo; President and Representative Director: Satoru Matsuzaki), which operates MUJI, will begin sales of "Hiroshima-grown Inni Terraced Rice Field Hade-boshi Koshihikari" at five select MUJI stores starting Monday, April 6.

Ryohin Keikaku aims to realize a "pleasant life and society" by sharing challenges and values with local communities and promoting various activities to revitalize those regions. Furthermore, through store operations that are open to the community, we aim for our stores to become places that connect people to people, people to nature, and people to society.

Inni Terraced Rice Fields is a beautiful area that retains the original, nostalgic landscape of Japan. However, this scenery is being lost due to the increase in abandoned farmland caused by a declining birthrate, an aging population, and overall population decrease. In response to this challenge, the Hiroshima Division*1 began activities in 2019 in collaboration with "Inipichu-kai*2," a local organization dedicated to preserving the terraced fields, to restore the landscape. We are now releasing the rice harvested through these efforts for the first time.

Initiatives Utilizing Abandoned Farmland Akiota-cho, Yamagata-gun, located in the northern part of Hiroshima Prefecture where the Inni Terraced Rice Fields are situated, is experiencing a rapid population decline due to the effects of a low birthrate and aging population, and is considered at high risk of being designated as a municipality at risk of extinction. Despite being beautiful enough to be selected as one of the "Top 100 Terraced Rice Fields in Japan," the Inni terraced fields face the challenge of increasing abandoned farmland.

The Hiroshima Division, wishing to help restore the abandoned fields and bring back the landscape of the terraced rice fields, has worked with the local "Inipichu-kai," who have protected these fields for many years, to hold participatory events such as rice planting and harvesting. These efforts aim to increase the "related population" (people who have a connection to the area) and restore the abandoned fields. To continue our activities in Inni, we intend to link this to the sustainable preservation of the Inni terraced landscape through commerce by focusing on restoring abandoned fields, increasing rice yields, and boosting revenue through rice sales.

Rice Carefully "Hade-boshi" (Sun-dried) by Sunlight Through the traditional sun-drying method known as "Hade-boshi," where rice is dried using the sun and wind, the rice is thoroughly dried by nature's bounty, which brings out its sweetness and umami. Compared to machine drying, the flavor is gentler, and the original taste of the rice can be felt.

When eating, by soaking the rice thoroughly before cooking, moisture penetrates to the center of the grains, and heat is transmitted evenly, allowing you to cook fluffy rice.

◆ Product Information Product Name: Hiroshima-grown Inni Terraced Rice Field Hade-boshi Koshihikari Specifications: 300g (equivalent to 2 go) Price (tax included): 490 yen Release Date: Monday, April 6

・Sales Stores (Limited to 5 stores) MUJI Hiroshima Alpark, Yume Terrace Gion, AEON MALL Hiroshima Fuchu, AEON MALL Kashihara, and Kyoto Yamashina

Ryohin Keikaku will continue to engage in community-based activities. Furthermore, through product development that utilizes local resources, we aim to create a cycle of stable production and profit, leading to the sustainable revitalization of the region through business.

*1 The "Hiroshima Division" of Ryohin Keikaku is one of the "Regional Divisions" established in September 2021 across 12 domestic regions (currently 8 regions) to promote store openings in living areas while interacting and collaborating with local residents and governments, thereby establishing a community-based business model. *2 Established in 1998. An independent organization working on regional revitalization as a sub-organization of the Inni Neighborhood Association. It mainly conducts rice cultivation experience sessions and terraced field owner systems with the goal of creating a "related population."