Amarumesawada 108-1, Shonai-machi Higshi-tagawa-gun, Yamagata 997-7781, JAPAN
COPYRIGHT © ACopyright © MNH Inc.
Atelier GENMAI DECAF
A terroir-driven,
caffeine-free drink.
Not a Substitute.
A New Discovery.
The Roasted Rice.
A New Choice.
The New Identity of Rice.
01.ROASTING
Defined by Heat. Precision roasting brings out the natural depth hidden within the grain. It is a process that creates a rich, fragrant liquid, naturally caffeine-free.
02. BODY
Depth and Clarity. A profile that balances a bold, satisfying body with the clean, elegant finish of rice. Not a substitute, but a distinct category of its own.
03. TERROIR
Influenced by Origin. The taste shifts with the soil, water, and variety. Explore the diverse character of Japan’s rice-growing regions in every cup.
The Scenery Behind the Taste.
The flavor of our rice is inseparable from the landscape that nurtures it. From the mist-covered mountains to the sun-drenched terraced fields, every location tells a story of nature and tradition. Experience the very air and water of these regions through every cup.
AKITAKOMACHI / AKITA, JAPAN
Snowscape of Hinokinai River Embankment in Kakunodate, Akita.
TSUYAHIME / YAMAGATA, JAPAN
Golden Autumn at Kunugidaira Rice Terraces, Yamagata.
KOSHIHIKARI / NAGANO, JAPAN
Crystal Clear Azusa River in Kamikochi, Nagano.
KOSHIHIKARI / FUKUI, JAPAN
Ichijo Falls on the Ichijodani River, Fukui.
MORINOKUMASAN/ KUMAMOTO, JAPAN
Vast Grasslands of Kusasenrigahama, Kumamoto.
YUMETSUKUSHI / FUKUOKA, JAPAN
Rokuri Rice Terraces in Yame, Fukuoka.
The Lineup
Discover your favorite terroir. Select from our collection of over 13 rice varieties.
Click on any item to view details and purchase from our online store.
Title
text texttext texttext texttext texttext texttext texttext texttext texttext texttext text
Title
text texttext texttext texttext texttext texttext texttext texttext texttext texttext text
Title
text texttext texttext texttext texttext texttext texttext texttext texttext texttext text
Title
text texttext texttext texttext texttext texttext texttext texttext texttext texttext text
The Crisis in Rice & Coffee
Driving this project are two critical realities we simply cannot ignore.
Our Reality1
The "Quiet Crisis" of Japanese Rice Farming
Consumption Halved in 60 Years:
The annual rice consumption per capita in Japan has plummeted from 118.3 kg in 1962 to just 56.4 kg in 2023.
Rice Farmers Decreased by 80% in 60 Years
The number of rice-farming households has plummeted from approximately 4.88 million in 1965 to about 690,000 in 2020—an 80% decrease in about 60 years. They are burdened by a lack of successors and rising costs due to inflation.
The 2024 Rice Crisis: A System at its Limit
In the summer of 2024, rice vanished from Japanese supermarkets, with prices hitting record highs. This wasn't just a result of extreme heat; it was the breaking point of long-ignored issues—declining consumption, a lack of successors, and depleted reserves.
The 2030 Forecast: A Disappearing Heritage
By 2030, domestic demand will drop further, leaving an estimated 150,000 hectares of rice paddies abandoned. If we rely solely on "rice for eating," we can no longer protect our farmlands, local communities, or traditional culture.
Our Reality2
The "2050 Coffee Problem
According to the UN and FAO, climate change threatens to wipe out 50% of the world's coffee-growing land by 2050.
Hit to Major Producers:
Production has dropped by 20% in Vietnam and 16% in Indonesia, alongside downward revisions in Brazil.
Skyrocketing Prices:
Coffee prices surged by roughly 60% in 2024 compared to the previous year, with Robusta beans hitting a record 70% spike.
Becoming a Luxury:
With some cups now costing $10–$12, an everyday staple is fast becoming a luxury item.
Rice Coffee is the "evolution" that solves both of these crises at once. By sharing the culture of "drinking rice" with the world, we will preserve Japan's beautiful rural landscapes for the next generation.
Crafted by Nature and Time
Not a substitute, but the true value of rice. A single cup is the culmination of Japan's four natural miracles: abundant nature and inherited wisdom.
01. WATER:
A Rare Abundance
Blessed with high rainfall and steep mountains, Japan produces pure, soft water that gives our rice its remarkably clean flavor.
02.SOIL:
Living Earth
Born from a volcanic archipelago, our mineral-rich soil is teeming with life, giving the rice its deep vitality and robust flavor.
03.CLIMATE:
The Seasons' Rhythm
The distinct four seasons and the sharp temperature difference between day and night draw out the maximum sweetness and umami within the grain.
04.CULTIVATION:
Master Craftsmanship
Rice farming is a highly demanding craft. Sustained by the meticulous care of Japanese farmers for over 2,000 years, this lovingly nurtured grain requires only a simple roasting to unlock its incredibly rich aroma.
The Shonai Roastery
Shonai, Yamagata:
Japan's premier rice region. Our ideal roastery sits amidst an endless expanse of rice fields—a miraculous location we were destined to find.
This place, standing in the heart of the endless rice fields, holds a precious history of once sustaining the lives of the people.
A solitary, intriguing building stands in the heart of the rice paddies—a former water purification plant reborn. Once, it supplied water to three-quarters of the town, sustaining the everyday lives of the community. It is a place woven with fond memories, where local children would often visit on school field trips.
This landscape, nurtured by rich water and soil, holds a history beloved by the community. It is precisely because we are rooted in this special terroir that we can bring our ideal vision for Rice Coffee to life.
"From a place that once brought water to the town, we now send out scents that heal the world and a new sense of Japanese pride."
This "new sense of pride" goes beyond simply crafting a delicious cup. It is about starting a new story of circulation.
Our Strategic Vision: A Hub for
Circular Economy and Community
This roastery serves as the foundation for our broader business roadmap. Our ultimate objective is to establish a comprehensive hub where people, nature, and society mutually benefit.
Phase 1:
An On-Site Experiential Café
As a key part of our expansion, we plan to open an experiential café attached to the roastery. By offering freshly roasted brown rice decaf alongside a 360-degree view of the fields, Mt. Chokai, and Mt. Gassan, we aim to provide visitors with the experiential value of "untouched nature."
Phase 2:
Aiming for the
"Shonai Model" of Inclusive Employment
Moving forward, we aim to build strong partnerships with local welfare facilities to create a space where both those with and without disabilities can thrive. Implementing a business model that allows every individual to work with joy and purpose, from rice farming to roasting, is our key objective.
Phase 3: Growing into a Destination
for Regional Tourism and Connection
In the future, we envision this space becoming more than just a manufacturing facility; we want to grow it into a hub for regional tourism. Eventually, by hosting harvest festivals and events, our vision is to transform this former water plant into a vibrant destination that continuously generates smiles and community connections.