Matsuko-san What's that mark on your forehead?

The Hokuren Agricultural Cooperative Federation and the Hokkaido Rice Sales Expansion Committee held the 2015 Hokkaido Rice "New Rice Presentation" at the Sheraton Miyako Hotel Tokyo in Minato Ward on October 21.

Chairman Toshiaki Sato of the Federation stated, "Hokkaido rice enjoyed another bountiful harvest this year. We will continue to ensure a stable supply of safe and reliable agricultural and livestock products." He also announced the production of a new TV commercial featuring celebrity Matsuko Deluxe. Chairman Akira Higashihiro of the "Hokkaido Rice New Brand Formation Council" remarked, "Delivering delicious new rice is a joy for us as producers. We will continue striving to make Hokkaido Japan's premier rice-producing region."

Akira Minami, Section Chief of the Rice Division at the Federation, explained that three varieties—"Yumepirika," "Nanatsuboshi," and "Fukkurinko"—earned "Special A" ratings in the 2014 taste ranking and outlined the distinctive flavor characteristics of Hokkaido rice. He also mentioned plans to promote the "Hokkaido Rice New Brand Formation Council Certification Mark," exclusive to Yumepirika, through TV commercials. This mark, displayed only on Yumepirika meeting the council's quality standards, serves as a seal of deliciousness. The name combines the Ainu word "pirika," meaning "beautiful," with the dream of Hokkaido residents to produce "Japan's most delicious rice."

The "What's This Mark?" episode features Matsuko visiting a traditional restaurant and having a comical exchange with the head chef about a mark on her forehead. It airs starting October 24. This marks Matsuko's third consecutive year being featured.

Matsuko appeared on stage wearing the same kimono as in the commercial. She revealed that the shoot was a one-person performance without the role of the head chef, and that the head chef was actually the same person from previous commercials—a Dentsu Hokkaido Inc. employee. Regarding her third consecutive year in the role, she joked, "Hokuren has lost track of when to cut me out." After tasting the new rice, she raved, "The chewy texture is like 'okowa' (sticky rice). I want to make ohagi with this!" She emphasized, "I want to declare that Hokkaido is now the top rice-producing region." She also engaged in playful banter with the host throughout, playfully teasing him. She concluded, "Please support other Hokkaido rice varieties besides Yumepirika!"

Hokuren News Release: http://www.hokuren.or.jp/news/detail.php?id=341