富山/Toyama | SKU: A-243018-6

Toyama Huhuhu -富山富富富- 2025 Crop

$13⁹⁹

Weight

Milling rate

Description

Huhuhu（富富富）

Toyama’s Modern Signature Rice — Clean Sweetness, Beautiful Shine, and Everyday Ease

Huhuhu (富富富) is Toyama Prefecture’s flagship brand rice, developed to express the region’s identity in a single bowl of rice. It is grown by selected producers across Toyama, including Yoneyama Nosan Co., Ltd. in Nyuzen Town, located on the fertile Kurobe River alluvial fan.

The name “Huhuhu” carries a layered meaning:

Three “Hu” representing Toyama’s water, land, and people
The gentle sound of a smile (“huhuhu”), expressing quiet happiness after a good meal

It is a rice designed to be approachable, dependable, and naturally satisfying—a modern expression of Toyama rice for everyday life.

The Producer: Yoneyama Nosan (Nyuzen, Toyama)

Location: Nyuzen Town, Shimoniikawa District, Toyama Prefecture
Environment: Black Kurobe River alluvial fan, known for pristine groundwater
Certification: JGAP-certified farm (Good Agricultural Practices)
Cultivation: Specially Cultivated Rice with reduced pesticides and chemical fertilizers

JGAP certification ensures:

Full production traceability
Strict food safety and environmental standards
Consistent quality from field to shipment

Why Huhuhu Is Special

💧 Water from the Kurobe River Alluvial Fan
Huhuhu is grown using clean, mineral-balanced groundwater naturally filtered through deep gravel layers. This contributes to:

Clear, pure sweetness
Clean aftertaste
Stable, well-formed grains

🌱 Thoughtful, Sustainable Cultivation
Producers such as Yoneyama Nosan emphasize:

Reduced pesticide and chemical fertilizer use
Soil-focused, long-term farming practices
Careful nutrient balance to avoid heaviness

The result is rice with a natural, light, and calm flavor profile.

Taste & Texture Profile

Gentle, refined sweetness
Soft stickiness without excess
Smooth, silky mouthfeel
Bright white appearance with elegant gloss
Clean finish that never feels heavy

Huhuhu balances traditional appeal with modern lightness, making it easy to enjoy every day.

Excellent When Cool

Huhuhu was bred for modern eating habits:

Maintains softness after cooling
Flavor remains clear and pleasant
Ideal for bento, onigiri, and prepared meals

How Huhuhu Differs from Koshihikari

	Koshihikari	Huhuhu
Sweetness	Strong, rich	Gentle, clean
Stickiness	High	Moderate
Texture	Soft, cohesive	Light, smooth
Character	Traditional	Modern, approachable

Huhuhu is not intended to replace Koshihikari, but to offer a lighter, more contemporary Toyama style.

Ideal Uses

Plain steamed rice
Bento and onigiri
Home-style Japanese meals
Dishes where rice should support, not dominate

Our Commitment to Trust

We offer Huhuhu because it clearly reflects Toyama’s values:

Defined origin and certified producers
Responsible farming and transparent standards
Consistent, honest eating quality

This is rice grown not for excess, but for balance—rice that brings a quiet smile to everyday meals.

If you are looking for a clean, modern Japanese rice that is easy to enjoy day after day, Huhuhu is an excellent choice.
Pure water. Thoughtful farming. A gentle smile in every bowl.

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Japanese rice is short-grain rice. "Hakumai," Japanese white rice, is milled to remove the rice bran from the brown rice, known as "Genmai".

"Butsuki-mai" is partially milled rice, named after how much of the bran has been removed from the brown rice.

The nutritional value of bran is retained by adjusting the ratio of milled rice:

30% milled rice: 30% of the bran has been removed.
50% milled rice: 50% of the bran has been removed.
70% milled rice: 70% of the bran has been removed.

How to Cook White Rice & Partially Milled Rice

Instructions:

Measure the rice.
1. Level off the rice in the measuring cup.
2. 1 rice measuring cup = 180ml/150g.
Rinse the rice.
1. Add water to the bowl and pour it out quickly.
2. This removes any dust from the rice's surface and avoids being absorbed.
Wash the rice.
1. Gently wash the rice by stirring by hand with the water drained.
2. Repeat 2-3 times.
3. Drain the water with a strainer.
4. Transfer the rice to a pot.
5. Add water: 180-200 ml per 1 rice measuring cup.
Presoak in water.
1. Soak the rice in water for 30 minutes to allow it to absorb water.
2. Rice will be tender and cooks evenly afterwards.

Cook in a pot:

Put the lid on the pot.
Turn it over medium heat to reach boiling (10-15 minutes)
Once boiled, keep it for 2 minutes.
Then lower the heat, boil for another 3 minutes.
Turn the heat to low and cook for 5-7 minutes.
Turn off the heat.
Steam the rice.
1. Remove it from the stove.
2. Keep the lid on and leave it for 5-10 minutes to steam.
Stir the rice.
1. Carefully open the lid.
2. Dig from the bottom of the pot using a rice scoop.

Cook in a rice cooker:

Transfer the washed rice to the inner pot.
Add water to the measuring line.
Turn it on the "White Rice" mode and start cooking.
Once cooked, carefully open and gently stir.

Japanese brown rice, also known as “Genmai,” is short-grain brown rice.

Brown rice retains the bran and germ intact, making it rich in vitamins, minerals, and fiber. It is less sticky than white rice, has a nutty flavor, and subtle sweetness.

How to Cook Brown Rice and Cooking Tips

Cooking tips and steps:

Rub Gently
1. Rub the brown rice gently while washing.
2. It helps each rice grain absorb water, resulting in softer rice.
3. Change the water and repeat washing for 1-2 minutes.
Soak Longer
1. Soak the rice longer than white rice, at least 2 hours.
2. It allows to soak more moisture and maximize flavor.

Cook in a pot:

Drain the water and remove it to a pot.
Use cold water.
1. Add water: 270 - 300ml per 1 rice measuring cup.
2. Use cold water or water with ice cubes for cooking.
3. The water temperature rises gradually, it allows the rice to absorb moisture at a steady pace.
4. Placing the rice in the refrigerator when presoaking also helps.
Keep the lid on.
1. Keep the lid on, let the steam cook the rice tender.
Start with medium heat to reach boiling (10-15 minutes).
Once boiled, reduce the heat to low.
Cook for 20 minutes on low heat, keeping the lid on.
Turn off the heat.
Remove the pot from the stove and steam for 10 minutes.
Keep the lid on, never open.
Carefully open the lid.
Fluff the rice with a rice scoop.

Cook in a Rice Cooker:

Transfer the washed rice to the pot.
Add water to the measuring line.
Turn on the "Brown Rice" mode and start cooking.
Gently stir the cooked rice.

SHIPPING

Delivery and handling charges for orders are as follows: Delivery Charges / Per Destination

<Updated 7/1/2025>
Starting 7/1/25, orders that do not qualify for free shipping will be charged a calculated shipping fee by weight.

- NY, NJ, CT

Free shipping on purchases of $60 or more
For orders under $60, shipping is automatically calculated based on the number of items and their weight.

- States Group1*

Free shipping on purchases of $80 or more
For orders under $80, shipping is automatically calculated based on the number of items and their weight.

- States Group2*

Free shipping on purchases of $100 or more
For orders under $100, shipping is automatically calculated based on the number of items and their weight.

[Group1*]

States other than the below

[Group2*]

Arizona
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Montana
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*We do not currently ship to AK and HI
*Gift cards do not apply toward the free shipping total.

SHIPPING POLICY

RETURN

In principle, we do not accept returns or exchanges at the customer's convenience. In the unlikely event that an item is missing, different from the one ordered, or arrives damaged, please contact us within 7 days via our Contact form.

REFUND POLICY

We're the rice factory

We believe you deserve the highest quality and freshest rice possible.

What Makes Our Rice So Special?

At the rice factory, we carefully select rice produced with no pesticides or low pesticides after thoroughly evaluating its place of origin, taste, aroma, and texture. We also personally visit the growing areas!