News Release

New Magic Rice?

August 8, 2011

August 8, 2011

New Magic Rice?

Prepare as Rice or Porridge

Magic Rice (100g type)

On September 1st, 2011, Disaster Prevention Day in Japan, SATAKE will release new, improved varieties of Magic Rice, a convenient and delicious food that has become popular outdoors and as emergency food.

Magic Rice is dehydrated cooked rice that is ready to eat in 15 minutes when prepared with hot water. This delicious and convenient food has been well received by the public and is commonly used as emergency food, for outdoor picnics, or when traveling abroad.

This latest version of Magic Rice further improves upon the flavor and ease of consumption of the original. It can be prepared in two ways, as rice or as porridge, by varying the amount of water added at the time of cooking. Porridge can often be easier to eat for the elderly and very young during times of disaster. In addition, efforts were made to improve the menu by adding two new items (the popular Beef and Rice and Fried Rice flavors) and by using larger shrimp in the Shrimp Pilaf.

There are 7 varieties served in 100g pouches (Shiso Seaweed, Shrimp, Dry Curry, Gomoku, White Rice, Fried Rice, and Beef and Rice) and two varieties served in 77g pouches (Shiso Seaweed, Shrimp Pilaf).With a shelf life of five years, Magic Rice can be used to prepare for emergencies. The annual sales target is 4 million meals.

Since the Great Hanshin Earthquake in 1995, Magic Rice has been used to supply emergency food stocks in municipalities, companies, and other organizations. Since the earthquake in Eastern Japan in March 2011, people from all over the country, including those within the disaster area, have purchased the product.


1. Two Ways to Enjoy: Rice or Porridge

By varying the amount of water added at the time of cooking, you can prepare Magic Rice as rice or as porridge. We have made every effort to make the porridge easier to eat during times of disaster for the elderly, infants, and those of all ages.

2. New Flavors: Fried Rice and Beef and Rice

The menu has expanded to include the popular Fried Rice and Beef and Rice flavors. Also, larger shrimp is being used in the Shrimp Pilaf.

3. No Seasoning Bag

By removing the bag of seasoning that was originally included and instead mixing the seasoning into the rice, waste has been reduced and cooking has become easier.

4. Unique Stand-Pack

By adopting a stand-pack that cuts the left and right corners of the bag into an arc, Magic Rice is now more stable when upright and easier to cook.

5. Hole for Hanging Displays

A hole at the top of the bag has been added to make it easier to display the product on hanging store displays.


* Please note descriptions in news releases are accurate as of the date of release and may differ from the most up-to-date information.