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:
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Three “Hu” representing Toyama’s water, land, and people
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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)
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Location: Nyuzen Town, Shimoniikawa District, Toyama Prefecture
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Environment: Black Kurobe River alluvial fan, known for pristine groundwater
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Certification: JGAP-certified farm (Good Agricultural Practices)
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Cultivation: Specially Cultivated Rice with reduced pesticides and chemical fertilizers
JGAP certification ensures:
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Full production traceability
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Strict food safety and environmental standards
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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:
🌱 Thoughtful, Sustainable Cultivation
Producers such as Yoneyama Nosan emphasize:
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Reduced pesticide and chemical fertilizer use
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Soil-focused, long-term farming practices
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Careful nutrient balance to avoid heaviness
The result is rice with a natural, light, and calm flavor profile.
Taste & Texture Profile
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Gentle, refined sweetness
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Soft stickiness without excess
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Smooth, silky mouthfeel
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Bright white appearance with elegant gloss
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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:
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Maintains softness after cooling
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Flavor remains clear and pleasant
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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
Our Commitment to Trust
We offer Huhuhu because it clearly reflects Toyama’s values:
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Defined origin and certified producers
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Responsible farming and transparent standards
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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.
