Project to “spread Japanese food culture to the world” using the Expo as an opportunity.

Zojirushi will open a store at the Expo 2025 Osaka, Kansai to sell onigiri (rice balls) made with rice cooked in our top-of-the-line rice cooker model, “Flame Dance Rice Cooker.” It was in the fall of 2023 that they announced such news.

Since then, under the project “ONIGIRI WOW!”,they have been co-creating with various people in Japan and abroad to hold events and disseminate information while searching for ingredients for the “Expo Onigiri” that will surprise everyone.

Project Inauguration

As a company involved in “delicious rice”, Zojirushi has been engaged not only in sales of rice cookers, but also in the restaurant business, such as “Zojirushi Shokudo”, “Zojirushi Ginshiro Bento”, and “Zojirushi Ginshiro Onigiri”, where you can eat delicious rice easily.

Their goal is to “spread Japanese rice culture throughout the world. It was a natural challenge for us to open an onigiri store at the Expo, which attracts many customers from overseas.

Stores at Expo 2025 are being developed, along with their menus, with the aim of showcasing how well Japanese ingredients and dishes go with rice through onigiri, and how rice can also complement cuisines from around the world.

Beyond the Expo, they are working on the ONIGIRI WOW! project with the aim of creating a culture in which people around the world can enjoy Japanese food on a daily basis.

Project Activities

The project began with almost nothing set in stone—aside from the plan to sell rice balls at the Expo venue. Still, one conviction guided its early steps: rice balls become more interesting when made together with a variety of people. That idea was sparked by a previous event at a shared office, where different tenants contributed their favorite fillings to create a one-of-a-kind rice ball experience.
The unexpected excitement surrounding that event revealed something important:
something as familiar as a rice ball could serve as a powerful tool for co-creation.

That’s when a new opportunity emerged: a member of the regional revitalization team from Awaji Island reached out with the idea of hosting an event to showcase the island’s appeal, and wondered if there might be a way to collaborate. This led to a new challenge—creating and serving rice balls made entirely with ingredients from Awaji Island. What followed was more than just a food offering: the event turned into a heartwarming experience, bringing joy not only to those who enjoyed the rice balls, but also to the people who provided the ingredients.

Feeling this to be a good sign, he participated in the “Expo Tavern,” an event that promoted the Expo throughout Japan.

While fostering new connections, we have been searching for ingredients for our local onigiri, and EXPO Sake Shop has participated in the “Matsubara,” “Takamatsu,” “Kyoto,” “Izumo” and “Miyazaki” branches. Each of these stores received ideas from local residents and co-created them, turning local specialties and regional dishes into onigiri (rice balls). Some of the onigiri created there are planned to be served at the Expo.

Future Prospects for the Expo 2025 Osaka, Kansai

Through the “ONIGIRI WOW!” project, they would like to increase the number of rice lovers around the world by enabling them to experience not only the deliciousness of Japanese rice, but also the appeal of ingredients and cuisine from various regions of Japan and the fact that rice goes well with cuisines from all over the world. At the Expo store, they plan to unveil onigiri that will make you go WOW! They are planning to unveil onigiri at the Expo store! They are looking forward to seeing you at the Expo!