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8 Mar 2022
Thank you for purchasing at PRIME MARKET. Service Adjustments during the Recent COVID-19 Situation Due to the severity of the recent pandemic situation, we make every effort to safeguard the health and safety of our employees and customers by comprehensive epidemic prevention and control measures. With immediate effect, delivery time will be extended from 1 working day to 1-3 working days or more. Specified delivery time zone and delivery date are not guaranteed until further notice. Thank you for your kind understanding.

18 Jan 2022
Because of Yamato delivery company operation schedule, delivery and pick up service will stop on Sunday and following holidays.
1/1, 2/1, 2/2, 2/3, 4/5, 5/2, 5/9, 6/3, 7/1, 9/12, 10/1, 10/4, 12/26

18 Jan 2022
(Updated on 17 Jan, 2022) In light of the recent outbreak of the highly transmissible Omicron variant, to prevent further spread in the community, door-to-door pick-up from and delivery to all quarantine centres, all hospitals and clinics, and all “buildings visited by cases tested positive in the past 14 days” have been suspended. Drivers will contact customers by pre-call to arrange receipt and signing of shipment on the ground floor outside the building, or arrange change of delivery address. We apologize for any inconveniences caused. In addition, due to the severity of the pandemic, volume of shipments is increasing. Please note that deliveries may be subject to delays for 2 to 3 working days and it may also be difficult to arrange deliveries according to customers’ preferred time zones. Depending on delivery and operation situation, there may be circumstances that consignees could not be notified about the delays. Thank you for your kind understanding.

1 Dec 2016
Start super sale of Uonuma Koshihikari Rice

20 Feb 2014
Start Facebook

3 September 2012
Ming Pao News introduced Kubota Rice

5 August 2012
Start sale of Brown Rice

16 July 2012
The record of mass media report (June 2012)


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POINT1 Freshly Milled!

Why is it necessary to mill rice locally in Hong Kong?

Have you ever wondered why Japanese rice in Hong Kong tastes different from those in Japan?

Although factors such as the quality of water and the brand of rice cookers used play a part in it, the most important reason is how long it has been since the rice is milled.

Generally speaking, Japanese rice available in Hong Kong is milled in Japan and shipped to Hong Kong. Therefore, most of the Japanese rice available in the market is milled 1-3 months or even 6 months ago.

In fact, the best rice is the one that is freshly milled, because its taste deteriorates over time.


Supermarkets in Japan will take that into consideration while placing their orders, that’s why you won’t see rice milled more than a month ago in the stores. As a result Japanese consumers won’t need to worry about the date the rice is milled or that the rice they are buying is not fresh. This is different from the practice of supermarkets here in Hong Kong.

How to make the tastiest rice

Since rice is our staple food, surely we want the best for ourselves.

As mentioned above, the taste of rice gradually deteriorates after it’s milled.
Therefore, the best way of processing is to store them in the form of brown rice and mill them right before eating.

However, even for this freshly milled rice, it is recommended to consume them as soon as possible.

About our Japanese rice

All the Japanese rice sold at our store is processed by professional milling machines at the rice milling factory of KUBOTA Rice Trade in Hong Kong.

KUBOTA Rice Industry (H.K.) Co., Ltd. is a wholly owned subsidiary of the number one agricultural machinery manufacturer in Japan, KUBOTA Group, and is also the first Japanese rice dealer which sets up a professional rice milling factory in Hong Kong.

All the Japanese rice sold on our website is purchased directly by the KUBOTA Group from Japanese farmers, and it is safe with its transparent production process.

Different from the practice of other online shops which sell from their storage, we mill our rice upon receiving purchase orders from our customers to ensure that it is 100% fresh.

» Visit KUBOTA Rice Industry (H.K.) Co., Ltd. website