MEDIA RELEASESUPERFOOD BRAND KINMEMAI TO LAUNCH ITS HIGHEST QUALITY
RICE PRODUCT, KINMEMAI PREMIUM™ IN NOVEMBER 2017

Singapore, 4 October 2017 – Toyo Rice Corporation (Tokyo), a leading Japanese rice-buffing machinerycompany established in 1961, is set to introduce its latest innovation Kinmemai Premium™ to Singapore
in November 2017.
Synonymous with excellence and nourishment, Kinmemai Premium™ is the highest quality rice productunder the superfood brand name Kinmemai. In 2016, it reached global status when it was awarded thetitle of ‘World’s Most Expensive Rice’ by Guinness World Records, valued at USD$109 (¥11,304 JPY) perkilogram.

What makes Kinmemai Premium™ so special?
Similar to the brand’s previously launched products – Kinmemai Better White™ and Kinmemai BetterBrown™ – the newest addition is a rinse-free rice developed using Toyo Rice Corporation’s exclusive,
patented rice processing technology.
Compared to conventional white rice, Kinmemai Premium™ is superior in flavour, sweetness, nutritious
value and contains six times more lipopolysaccharides (LPS) – a natural booster for the immune systemto help stay healthy and fight illness.
“The idea of Kinmemai Premium™ originated from a desire to raise the global perception of Japaneserice and to provide opportunities for farmers in Japan’s shrinking rice agriculture sector. Development
started in late 2015 and as part of our company’s commitment to produce the highest quality rice1

possible, we worked closely with rice producers in prefectures around Japan to ensure the best ricegrains are used to create Kinmemai Premium™. We are excited to introduce our newest product toSingapore and we aim to change consumers’ understanding of rice; from it being just a simple
carbohydrate to a source of essential vitamins and nutrients that can help keep illnesses at bay,” said
Mr Keiji Saika, President and Head of Research & Development, Toyo Rice Corporation.

The journey to create the world’s highest quality rice

Minamiuonuma, Niigata Prefecture. The region contributes largely to the production of Koshihikari rice. With its natural
spring mountain water and surrounded by hills and mountains, rice grains developed in this region are renowned for being
big and delicious.

Kinmemai Premium™ is derived from five varieties of award-winning rice grains that have been
painstakingly sourced from rice producers in prefectures around Japan such as Gunma, Gifu,
Kumamoto, Nagano and Niigata.
Hand-selected for being highly compatible when blended, rice grains such as Koshihikari and Pikamaru
are priced as some of the world's top quality rice after being awarded Gold by the Association of theCertified Rice Appraisers at the 18th International Contest on Rice Taste Evaluation held in Kikuchi City,
Kumamoto Prefecture.

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Purchased from producers at a cost approximately eight times
the usual price, the rice grains are matured for half a year
through a unique ageing process to enhance the rice grains’texture and flavour. Proprietary rice processing technology
then gently mills each grain, removing just the indigestible wax
layer around the husk of the grain, retaining the beneficial
elements of the rice.
Award winning rice producers: Seki family

Originally only available in Japan, Kinmemai is ready to share the ultra-exclusive rice and its bountiful
benefits with the world, starting with Singapore. From November 2017, consumers in Singapore can beamong the first outside Japan to savour the highest quality rice. Kinmemai Premium (S$155, 140g x 6sachets) will be available at www.kinmemai.com.
For more information, visit www.kinmemai.com. Connect with Kinmemai and discover healthy livingtips, habits and recipes on Facebook at www.facebook.com/kinmemairice and on Instagram atwww.instagram.com/kinmemairice.

EndAbout Toyo Rice Corporation

Founded in 1961, Toyo Rice Corporation is headquartered in Wakayama, Japan. The company is a leader
in the rice milling industry and the exclusive manufacturer of Kinmemai. The company’s core focus isrice and its mission is to promote healthy living through good nutritious habits, while at the same 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™, Kinmemai Better Brown™ and Kinmemai Premium™.

Media Contact information

Zaim Zahari, Account Manager
Cohn & Wolfe Singapore
E: Zaim.Zahari@cohnwolfe.com M: +65 9800 7127
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