ITOCHU Announces a Booth for Takata no Yume, a Brand of Rice from Rikuzen-Takata City, at an Event at Roppongi Hills

October 11, 2013

ITOCHU Corporation (headquartered in Minato-ku, Tokyo; Masahiro Okafuji, President & CEO; hereinafter “ITOCHU”) positions the promotion of Takata no Yume, a new brand of rice launched by Rikuzen-Takata City this fall, as part of the company’s efforts to support the areas affected by the earthquake disaster through its main business activities. These efforts cover numerous activities such as providing volunteer staff members during the production process and marketing through ITOCHU Food Sales and Marketing Co., Ltd. (headquartered in Minato-ku, Tokyo; Takashi Koyama, President & CEO).

With the aim of enhancing the name recognition of Takata no Yume, ITOCHU will co-sponsor "A Creative Jazz Concert for Kids", which is scheduled to take place at Roppongi Hills Arena on October 27, 2013. The concert will be held alongside "A Social Charity Festival for Kids' Future" where ITOCHU will cooperate with Eat, Energize the East in running a booth selling rice balls made of Takata no Yume. On the day, Takata no Yume-chan, the mascot of Rikuzen-Takata City, will be present at the booth for photographs with visitors who purchase the rice balls.

"A Creative Jazz Concert for Kids is also intended to support the reconstruction of the areas affected by the Great East Japan Earthquake. Elementary schoolchildren from the affected areas are invited to play jazz in collaboration with Furuno Mitsuaki Full Notes and Naoko Terai, representative jazz players in Japan. ITOCHU views the support of the sound development of youth as part of its Basic Activity Guidelines on Social Contribution. Supporting the aim of the concert, ITOCHU is also involved in it as a co-sponsor. It is our hope that the event, which is designed to give children in the affected areas dreams and a moving experience through music, will serve as an opportunity for many visitors to taste the rice brand that carries the dreams of Rikuzen-Takata City, which was also a victim of devastating damage from the disaster. We hope to see you there!


Date and time

11 a.m. to 5 p.m. on Sunday, October 27, 2013

(The concert will be held from 2 p.m. to 3:30 p.m.)


Roppongi Hills Arena 

Invitees Children from the first year of elementary school to the third year of junior high school

Furuno Mitsuaki Full Notes and Naoko Terai (MC: Mari Watanabe)

Special collaborator

Mori Building Co., Ltd.


Tokyo Metropolitan Board of Education, the municipal government of Minato-ku and the municipal boards of education in Minato-ku, Shinagawa-ku and Shibuya-ku

  • New rice variety Takata no Yume
    Takata no Yume is a new rice variety called Iwata 13 donated by Japan Tobacco Inc. (JT) to Rikuzen-Takata City, including the ownership rights, to support the revitalization of the city. The city invited the public to suggest a name that would be loved by everyone nationwide, and it plans to use the brand to facilitate a project that will literally realize Rikuzen-Takata City’s dreams and serve as a symbol for agricultural restoration. ITOCHU has provided volunteer staff members from rice planting in June through October when the rice is harvested. The rice will be distributed by ITOCHU Food Sales and Marketing from this coming November. ITOCHU’s efforts to support the affected areas through its main business activities cover the entire process from production to distribution.
    ITOCHU Takata no Yume Project: [Open in a new window]
  • Eat, Energize the East
    This general incorporated association aims to facilitate the cooperation between Tohoku-based producers and business enterprises for the revitalization and creation of the food industry in East Japan, and to organize related activities such as Tohoku Rokken (six prefectures) Roll and Sanriku Fisherman’s Project. [Open in a new window]
  • ITOCHU Food Sales and Marketing Co., Ltd.
    Company name: ITOCHU Food Sales and Marketing Co., Ltd.
    Representative: Takashi Koyama
    Main office location: 21st Floor, Shin-Aoyama Building West Wing, 1-1-1, Minami Aoyama, Minato-ku, Tokyo Japan
    URL: [Open in a new window]

Information about our booth

Activity Sales of Takata no Yume rice balls

Harakomeshi(rice filled with salmon and salmon roe) onigiri, mekabu(thick seaweed leaves) soup, apple juice and blueberry juice

  • The booth will be closed once the products have sold out.
  • Takata no Yume-chan, the mascot of Rikuzen-Takata City, will be present for photographs.
Takata no Yume
Delicious rice from Rikuzen-Takata
Mascot: Takata no Yume-chan