Lawson launches new onigiri made from Fukushima's "Lucky Smile" rice

Riceballs and packs of rice arranged on a table

Lawson stores will see a new addition to their shelves with the launch of a new premium rice ball.

The new onigiri will join their “Nihon Okomeguri” (Traveling Around Japan for Deliciousness) range and will be available in over 14,000 stores starting from Tuesday 18th February.

This range of rice balls features onigiri crafted exclusively from rare, top-tier rice varieties cultivated in different regions of Japan.

The Nihon Okomeguri series allows consumers to experience this diversity firsthand, exploring the differences in flavor and texture that distinguish each regional variety.

A table holding riceballs, sheafs of harvested rice and Lawson signs — The new onigiri will feature rice from Fukushima Prefecture

Lawson first launched the range in 2022 and previous onigiri used varieties of rice such as Fukkurinko and Yumepirika from Hokkaido, Yukiwakamaru from Yamagata Prefecture and Hyakumangoku from Ishikawa Prefecture.

The latest addition to the series is the “Fuku Warai Shio Onigiri”.

An advert showing the Fuku Warai Shio Onigiri alongside rice due to be harvested — The new onigiri will be available from 18th February

The Fuku Warai Shio Onigiri is made from “Fuku Warai” rice from Fukushima Prefecture.

This is the first time Fukushima-grown rice has been featured in this exclusive onigiri series.

Product packaging for the Fuku Warai Shio Onigiri — As a premium product it will have more sophisticated packing than a normal rice ball

“Fuku Warai” means “Lucky Smile” and is a relatively new variety of rice developed over the past 14 years in Fukushima which has become widely known for its exceptional taste and texture.

The rice is considered to have a unique texture and flavor that is fluffy and soft when cooked while being fragrant and very sweet.

Strict standards are set for “Fuku Warai” rice and only rice that meets specific criteria can be called “Fuku Warai”.

A riceball on a brown plate — Fuku Warai rice has been used to make the new onigiri

Fukushima has faced significant challenges in recent years, particularly following the 2011 Tohoku earthquake and tsunami and the subsequent nuclear disaster.

As one of Japans premier rice and fruit growing regions, the promotion of locally grown products like “Fuku Warai” is playing a crucial role in the region’s recovery, supporting farmers and showcasing the quality of Fukushima’s agricultural produce.

To commemorate the launch of this new onigiri, a meeting was held on Monday 17th February at the Fukushima Prefectural Government Office.

Key figures from Lawson and JA ZEN-NOH Fukushima celebrating the product launch alongside Fukushima Governor Uchibori. — The new onigiri were officially launched at the Fukushima Prefectural Government Office

Key figures from Lawson and JA ZEN-NOH Fukushima, the farming cooperative responsible from growing the rice, met with Fukushima Governor Uchibori to formally announce the launch of the Fuku Warai Shio Onigiri in Lawson stores.

Onigiri enthusiasts can get their hands on the new rice ball at Lawson stores from the 18th of February, priced at 138 yen (approx. $0.90 USD / £0.72 GBP).

Source: PR Times