JR East Cross Station opened “TOKYO ONIGIRI Produced by Omusubi-dokoro Honnoriya” on December 3.
Leveraging the operational know-how of “Omusubi-dokoro Honnoriya,” which is operated inside railway stations in Japan, the company has launched its first overseas onigiri (rice ball) specialty shop in collaboration with JR East Business Development UK (JRUK). At the shop, each onigiri is hand-shaped one by one in the kitchen and served warm in a triangular shape. The rice used is “Yumepirika” from Hokkaido, and the hard tap water in the United Kingdom is filtered and adjusted to resemble Japanese water quality before cooking.
Based on market research in Europe conducted by JRUK, Honnoriya and the Japanese food specialty store “Japan Centre” have jointly opened the shop. A vending machine is installed inside the store, where, in partnership with ITO EN, green tea “Oi Ocha,” selected to pair well with onigiri, is sold. The shop also offers railway-related merchandise.
Going forward, the company aims to expand to multiple locations across Europe, starting with the United Kingdom.
The shop is located in the pop-up space of the JAPAN CENTRE flagship store in London. Opening hours are from 10:00 a.m. to 8:00 p.m.
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