Toyama brand rice ‘Fufufu’ promoted in nationwide restaurant fair

A restaurant fair has launched to promote ‘Fufufu’, a brand of rice from Toyama Prefecture, across Japan. The event features 81 participating restaurants, including 56 within Toyama and 25 in other regions such as Tokyo, Osaka, and Aichi, all offering original menus using the brand rice.

A kickoff event was held at the French restaurant Le Jardin de Saint in Toyama City. Toyama Vice Governor Keiko Nishizaki and actor Wataru Ikeda, who serves as the brand’s navigator, attended the event to sample specialty dishes. Featured items included white shrimp and Fufufu risotto, pork-wrapped rice balls, and ‘Fufufu de Riole’, a dish where the rice is cooked in milk.

Ikeda, who has experience working in French cuisine, praised the rice for its strong sweetness, moderate chewiness, and distinct grain texture, noting its suitability for professional chefs. The fair is scheduled to run until November 1.