The FY2026 Hokkaido Rice Promotion has begun, with initiatives being rolled out to highlight the deliciousness of Hokkaido rice by displaying the Taberasaru Mark at stores. The promotion will be advanced through television commercials, in-store campaigns and collaboration with advertising media.
The Hokkaido Rice Sales Expansion Committee and leading companies have joined forces to conduct a year-round promotion of Hokkaido rice, aimed at improving its taste. Centered on the Taberasaru Mark, the initiative is designed to help more people discover rice from Hokkaido.
In Hokkaido dialect, Taberasaru means “you just can’t stop eating.” The mark is intended to make delicious Hokkaido rice easier to find through its display at stores. It is used as an expression that evokes deliciousness.
Key initiatives include in-store campaigns, PR through posters and flyers, television commercials, and in-train advertising on the Sapporo Municipal Subway. The television commercials will feature Morisaki Hiroyuki (森崎 博之) of TEAM NACS.
Information on Hokkaido rice will also be published in cooperation with Hokkaido Jalan (July, October and February issues), alongside initiatives by participating and supporting companies and PR for products made with 100% Hokkaido rice at member stores.