The Appeal of Rice Flour and Brown Rice Flour: Japanese Brown Rice Flour Bread and a Café in Futako-Tamagawa | GEN-TEN+
Bringing the Potential of Rice Flour to Your Everyday Table.
Bread and Cookies Made with Japanese Brown Rice Flour | GEN-TEN
Rice has long been at the heart of Japanese food culture.
Enjoyed every day as a staple, rice is now drawing attention in a new form.
That form is rice flour.
In recent years, more and more breads and baked goods are being made with rice flour, and its appeal is spreading, not only among people who choose a gluten-free diet, but also among those who simply love the natural flavor of good ingredients.
We at GEN-TEN have also been inspired by the potential of rice,
and since 2024 we have been offering breads and cookies made with Japanese brown rice flour.
The New Potential of Rice Flour, Born from Japanese Rice
Rice flour is simply rice that has been finely milled into powder.
It has long been familiar in Japan in foods such as dango dumplings and rice crackers,
and thanks to advances in milling technology, it is now used in a wide variety of foods, including bread, cakes and baked goods.
Rice flour offers a uniquely chewy texture and a moist, tender mouthfeel,
along with the natural sweetness of rice.
It is more than just a substitute for wheat flour: a deliciousness that only rice flour can create is gradually gaining recognition.
What's more, since rice itself contains no gluten, rice flour is also attracting attention as an ingredient for gluten-free foods.
Rice flour broadens both flavor and food choices, and it is one of the ingredients we hope to share from Japan with the world.
Rice Flour: An Ingredient Drawing Attention Even from the Government
In November 2026, Japan's Ministry of Agriculture, Forestry and Fisheries announced the launch of the "Rice Flour Award 2026" to expand rice flour consumption and create new demand.
The program aims to discover new products and outstanding initiatives that use rice flour, and to share their appeal across Japan.
Greater consumption of Japanese rice and rice flour also helps support domestic agriculture and pass Japan's rice paddies and food culture on to future generations.
So that rice grown in Japan can be enjoyed more freely and in more diverse ways.
We look forward to seeing the potential of rice flour grow even further through initiatives like this.
Among all rice flours, what GEN-TEN chose was "brown rice flour."
Rice flour is not only made from milled white rice; there is also "brown rice flour," made from milled brown rice.
Because it is made from brown rice that retains its bran layer and germ, brown rice flour is characterized by the toasty flavor unique to brown rice and by nutrients such as dietary fiber.
At GEN-TEN, we place great importance on creating products that bring out the appeal of brown rice flour.
Our goal is not simply to make foods without wheat flour.
We want people to choose our products not just "because they're gluten-free," but because "they're delicious and I want to eat them again."
We strive to create breads and baked goods that let you enjoy the flavor and texture unique to brown rice flour, and that fit naturally into your everyday life.
The Deliciousness of Brown Rice Flour, in Bread, Scones and Cookies
At GEN-TEN's second line, "GEN-TEN+," we offer a variety of products made with Japanese brown rice flour.
Take, for example, our popular brown rice scones.
Some people may imagine rice flour scones as dry and crumbly.
GEN-TEN+'s brown rice scones, however, are known for their moist texture.
Warm them up in a toaster and enjoy them crispy on the outside and fluffy on the inside.
We also offer brown rice bread, chunk cookies made with brown rice flour, and other products that make the most of the natural flavors of our ingredients.
For mornings when you want delicious bread, and for afternoons when you want to take a moment to relax.
We hope brown rice flour will become a more familiar part of your life.
Enjoy brown rice flour bread and café time at GEN-TEN+ in Futako-Tamagawa
Located on the basement first floor of the Futakotamagawa Tokyu Food Show in Futako-Tamagawa, Tokyo, GEN-TEN+ sells breads, scones, cookies and more made with Japanese brown rice flour.
The shop also has an eat-in space, so you can enjoy it as a bakery café as well.
Take a relaxing break with bread and scones made with brown rice flour, along with drinks such as our aromatic organic brown rice coffee.
Whether it's a break from shopping, café time with friends, or a moment when you want to spend some quiet time on your own.
Enjoy the deliciousness of brown rice flour casually, whether you take it home or eat in the shop.
Sharing the Deliciousness of Japanese Rice with More People
The rice we eat every day without a second thought still holds a great deal of potential.
As more foods are made with rice flour and brown rice flour, our food choices broaden, and people gain a chance to discover the new appeal of Japanese rice.
It also helps pass the rice culture nurtured in Japan on to the next generation, and on to the world.
GEN-TEN will continue to bring out the appeal of brown rice flour and to share the potential of Japanese rice through deliciousness.
A new kind of deliciousness, born from Japanese rice.
Please come and experience its appeal through GEN-TEN's brown rice breads and baked goods.
Looking for Brown Rice Flour Breads and Baked Goods?
GEN-TEN's online shop offers brown rice scones, brown rice bread, cookies and more.
Our physical store "GEN-TEN+" in Futako-Tamagawa, Tokyo, also has an eat-in space and operates as a café where you can enjoy bread and drinks.
If you're in the area, please feel free to drop by.
GEN-TEN Official Online Shop
GEN-TEN Official Amazon Store
【GEN-TEN+ Store】
2-21-1 Tamagawa, Setagaya-ku, Tokyo
Futako Tamagawa Rise S.C., B1F
Futakotamagawa Tokyu Food Show
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Business hours: 10:00–20:00
Eat-in space available / Café use welcome