Hibi, Hokori.
Low-pesticide "Hibi" and pesticide-free "Hokori" — premium rice grown in Otawara, Tochigi, Japan.
"Hibi, Hokori." is a rice brand from Akutsu Farm in Otawara, Tochigi Prefecture, nourished by the mineral-rich groundwater flowing from the Nasu mountain range. The brand offers two lines: "Hibi", grown with 80% reduced pesticide use, and "Hokori", farmed with zero pesticides, chemical fertilizers or herbicides. Both lines use Yudai 21, a rice variety developed by Utsunomiya University, known for its large grain, firm chewiness and sweetness that holds even when cold.
PROFILE Company & Brand Story
Akutsu Farm is a multi-generational rice farm in Otawara, Tochigi, surrounded by expansive paddies and fed by clean groundwater from the Nasu mountains.
The current generation continues the farm's tradition while also pursuing better farming practices — leading to the development of two distinct cultivation approaches: reduced-pesticide (Hibi) and completely chemical-free (Hokori).
The name "Hibi, Hokori." — meaning "Every day, pride." — reflects the farm's ethos: the quiet, daily work of rice farming is itself a source of pride, and the punctuation in each name carries meaning. "Hibi," ends with a comma, representing ongoing research and continuous improvement. "Hokori." ends with a period, representing the farm's current highest achievement.
The rice variety used, Yudai 21, was developed by the Faculty of Agriculture at Utsunomiya University. The name references the university's nickname "U-dai", the grandeur of the farmland, and the aspiration to become a representative rice of the 21st century.
Both lines are grown with meticulous attention to seedling preparation, water management and harvest timing — and both are praised for their taste when cold, making them well-suited to bento and onigiri as well as freshly steamed rice.
Two lines: "Hibi" (reduced pesticide) and "Hokori" (pesticide-free)
"Hibi" uses 80% fewer pesticides than standard cultivation. "Hokori" uses no pesticides, chemical fertilizers or herbicides at all — instead relying on traditional herbal and mineral-based methods. Both lines use the Yudai 21 variety.
Yudai 21: a premium rice variety from Tochigi
Yudai 21 was developed by Utsunomiya University and is known for large grains, a sticky but firm texture, and sweetness that persists even when cooled. It performs well in everyday rice bowls, onigiri and bento.
Grown in Otawara with Nasu mountain groundwater
The paddies in Otawara, Tochigi benefit from clean, mineral-rich groundwater fed by the Nasu mountain range. This natural advantage supports consistent quality and contributes to the rice's flavor profile.
Rice you can give as a gift with confidence
Hibi Hokori is grown with the goal of rice "you can genuinely recommend to your family." It is used by local restaurants and available as gift sets, making it a meaningful choice for seasonal gifts and food presents from Japan.
PRODUCTS Featured Products & Services
Hibi — Reduced Pesticide Rice, Yudai 21, Tochigi
Large-grained Yudai 21 rice grown with 80% reduced pesticide use. Known for sticky texture, sweetness and good flavor when cold.
View DetailsHokori — Pesticide-Free Rice, Yudai 21, Tochigi
Pesticide-free, chemical fertilizer-free Yudai 21 rice. The farm's highest-achievement line for those who want the purest expression of the variety.
View DetailsGift Sets — Hibi & Hokori
Combination gift sets pairing both lines, available in polished or brown rice options. Suitable for seasonal greetings, thank-you gifts and celebrations.
View DetailsMEDIA Media, Awards & Initiatives
- Yudai 21, the variety used by Akutsu Farm, has received high evaluations in domestic and international rice competitions and is recognized as a premium Tochigi-grown variety.
- Hibi Hokori rice is used by local restaurants in Tochigi, valued for its combination of safety, flavor and the farm's transparency about cultivation methods.