MEDIA RELEASE
17 MAY 2017

SUPERFOOD BRAND KINMEMAI TO LAUNCH IN SINGAPORE IN MID-JUNE 2017
Birthed from a commitment to instil healthy living and contribute to a greener planet, Kinmemai brings the best out of ricewith its exclusive, patented rice processing technology

Singapore, 17 May 2017 – Toyo Rice Corporation (Tokyo), a leading Japanese rice-buffing machinerycompany established in 1961, is set to introduce two new superfood rice products to Singapore inmid-June 2017 – Kinmemai Better White™ and Kinmemai Better Brown™.
Nearly six decades of research and development has gone into perfecting Toyo Rice Corporation’sexclusive, patented rice processing technology known as the Kinmemai Process that enhances thetaste and nutritional profile of rice. With this technology, the company developed its Kinmemai brandthat aims to reintroduce rice as more than just a staple food, but an essential source of daily vitamins
and nutrients.
Mr Keiji Saika sits at the helm of the company in the role of President and Head of Research &Development for the brand. In the 1970s, he developed an innovative buffing machinery tomanufacture rinse-free rice to combat the environmental impact of polished rice. This resulted in agroundbreaking rinse-free rice that dramatically reduces water wastage traditionally needed to rinse
conventional rice.
With a commitment to improve the health and wellness of the community, Mr Saika took his
invention further to develop healthier rice options for consumers. The Kinmemai brand wassuccessfully launched in Japan in 2006 and is now considered as a specialty in Japan. Popular among
both gourmands and the health-conscious, Kinmemai products are widely available in Japan at leading
supermarkets, top dining restaurants and even on board All Nippon Airways’ First and Businessclasses.

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Today, Kinmemai is ready to share its superfood products with the world and has plans to expand its
distribution points across the globe, starting with key markets such as Singapore, Hong Kong and theUnited States.
“White rice has always been the staple food in many Asian countries including Singapore, however it
has been identified as one of the top concerns in increasing the risk of diseases such as diabetes due
to rice starch overloading the body with blood sugar. Healthy eating is increasingly important forconsumers than ever before and we are determined to improve what conventional rice had to offer
to consumers. As a company, we feel that the product category needed a fresh perspective, and thatis what led to the development of the Kinmemai Process. We are already seeing how beneficial therice has been to improving the health of consumers in Japan, and we’re excited to share this with therest of the world”, said Mr Saika
The Kinmemai Process
Using Toyo Rice Corporation’s innovative buffing machinery,
the Kinmemai Process is a state-of-the-art rice buffingtechnique that is both gentler and more precise than current
conventional polishing techniques.
Traditionally, rice that has been regularly milled are strippedof down to the white rice centre, which robs the grain of its
nutritious components concentrated in the sub-aleuronelayer.
Kinmemai’s polishing process removes just the water resistant, indigestible wax layer aroundthe husk of the grain, retaining all its beneﬁcial elements. With the sub-aleurone layer intact,
Kinmemai rice grains are packed full of vitamins B1, B6, E, B3 (Niacin), and folic acid. (Theprocess varies between Kinmemai Better Brown™ and Kinmemai Better White™)
However, the benefits of Toyo Rice Corporation’s innovation does not stop there. In addition
to being rich in nutrients, Kinmemai rice is also tastier and sweeter than conventional rice andhas an umami flavour. Scientifically measured using one of the company’s many patented
innovations called The Taste Machine, each batch of rice grains are meticulously analysedbased on the level of ‘Sweetness’ and ‘Umami’ to ensure premium quality.
Kinmemai Better White™
Kinmemai Better White™ Rice has the appearance,
digestibility and cooking time of white rice, but thesimilarities end there. It has 1.8 times more fibre, seven times
more vitamin B1 than conventional white rice and contains
six times more lipopolysaccharides (LPS) – a natural booster
for the immune system to help stay healthy and fight illness.
Taste-wise, Kinmemai Better White™ Rice is slightly buttery
and mildly nutty, with a moist, creamy texture that issuperior to conventional white rice.

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Kinmemai Better Brown™
Conventional brown rice is known for being nutritious and packed
with vitamins, however its tough outer bran layer not only takes
longer to digest – causing gas, bloating and cramping – the extra
fibre, vitamins and minerals it contains may pass right through thebody without actually being absorbed. Those who find conventional
brown rice rough and dry will be glad to know that Kinmemai Better
Brown™ has a smooth texture and the taste is indistinguishable
from white rice.
Kinmemai Better Brown™ brings more to the table than just thechestnut hue and nutritional values of brown rice. While theKinmemai Process is similar across both Kinmemai Better White™
and Kinmemai Better Brown™, subtle differences go a long way in ensuring that Kinmemai Better
Brown™ provides even more benefits than conventional brown rice. With the Kinmemai Better
Brown™, only the wax layer is removed which results in an irresistibly ﬂuﬀier, easier to digest andquicker-to-cook brown rice.
Kinmemai rice is the perfect nutritious substitute to conventional rice and can be used in a myriad ofdifferent cuisines such as Asian fried rice, Italian risotto, Spanish paella, Indian biryani, and Turkish
pilaf. With its sub-aleurone layer intact, Kinmemai rice is able to absorb even more water during thecooking process than conventional rice. This leads to consumers needing to eat less rice per portion in
their daily diet to feel adequately full and still absorb optimal nutrients. Consumers can look to eating
10 percent less rice than their usual portion for Kinmemai Better White™, and 20 percent less withKinmemai Better Brown™.
Kinmemai Better White™ (RRP: S$9.40, 1kg & RRP: S$41.50 5kg) and Kinmemai Better Brown™ (RRP:S$9.80, 1kg & RRP: S$44.00, 5kg) will be available at Cold Storage, Jason’s Market Place and leading
Japanese supermarkets from mid-June 2017.
For more information, please visit www.kinmemai.com.
EndAbout Toyo Rice Corporation
Founded in 1961, Toyo Rice Corporation is headquartered in Wakayama, Japan. The company is aleader in the rice milling industry and the exclusive manufacturer of Kinmemai. The company’s corefocus is rice and its mission is to promote healthy living through good nutritious habits, while at thesame time, contribute to an eco environment.
The company’s rice-buffing innovation led to the creation of Musenmai, a groundbreaking rinse-freerice that dramatically reduces water wastage. This same passion for innovation later resulted in thecreation of Kinmemai Better White™ and Kinmemai Better Brown™.
Media Contact information
Zaim Zahari, Account Manager
Cohn & Wolfe Singapore Pte Ltd
E: Zaim.Zahari@cohnwolfe.com
M: +65 9800 7127
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