Frequently Asked Questions (FAQ)
We have compiled the questions our customers most often ask about GEN-TEN and GEN-TEN+. Here you will find answers about brown rice flour, our physical store in Futako-Tamagawa, ordering and shipping from our online shop, ingredients and allergies, and the best ways to enjoy our products.
About GEN-TEN and Brown Rice Flour
What kind of shop is GEN-TEN?
GEN-TEN is a brown rice food brand built on the concept of "good for people, good for the planet." We make gluten-free brown rice bread, brown rice scones, cookies and more using Japanese brown rice flour and rice flour. We launched at Shibuya Scramble Square in October 2024, and today we deliver our products through our official online shop and our physical store, "GEN-TEN+," in Futako-Tamagawa, Tokyo. GEN-TEN is operated by Pure Nexus Co., Ltd.
What is the difference between GEN-TEN and GEN-TEN+?
"GEN-TEN" is the brand's original line, offering products such as the "Kihon" and "Kiwami" brown rice bread series through our online shop. "GEN-TEN+" is GEN-TEN's second line, offering brown rice scones, chunk cookies and more, with a physical store (with an eat-in space) in Futako-Tamagawa. Both lines are committed to creating gluten-free products made with Japanese brown rice flour.
What is the difference between rice flour and brown rice flour?
Rice flour is a general term for rice that has been finely milled into powder, and it usually refers to flour made from white rice. Brown rice flour is made by milling whole brown rice with its bran layer and germ intact. It is characterized by the toasty flavor unique to brown rice and contains nutrients such as dietary fiber. Since both are made from rice, neither contains gluten. For more details, see our column "The Appeal of Rice Flour and Brown Rice Flour."
What kind of brown rice flour does GEN-TEN use?
We use Japanese brown rice flour. GEN-TEN's brown rice flour is a super-fine flour produced by "dry milling," in which raw rice is ground without being soaked in water. We combine this brown rice flour with rice flour and carefully bake each bread and baked good one by one.
Are GEN-TEN products gluten-free?
Yes. The breads, scones, cookies and other products of GEN-TEN and GEN-TEN+ are gluten-free, made with brown rice flour and rice flour instead of wheat flour. We also use no preservatives, flavorings, colorings, chemical seasonings or refined white sugar. Please note, however, that products containing wheat are also manufactured at our production facility. If you have allergies, please also see "About Ingredients and Allergies" below.
About Our Store and Café
Where is the GEN-TEN+ store located?
We are located in Futako-Tamagawa, Tokyo.
Address: Inside "Futakotamagawa Tokyu Food Show," B1F, Futako Tamagawa Rise S.C., 2-21-1 Tamagawa, Setagaya-ku, Tokyo
Business hours: 10:00–20:00
Can I use GEN-TEN+ as a café?
Yes, you can. The shop has an eat-in space, so you can enjoy it as a bakery café. Drop by for a break while shopping, café time with friends, or whenever you want to relax on your own.
Can I eat bread and scones in the shop?
Yes. You can enjoy our brown rice flour bread and scones in the eat-in space. Takeout is of course also available.
What drinks do you offer?
We offer a wide range of café drinks, including our aromatic organic brown rice coffee, smoothies and matcha lattes. Enjoy them together with our bread and scones. Our menu is introduced on the "In-Store Products" page.
What products are available at GEN-TEN+?
We sell gluten-free brown rice bread, brown rice scones, cookies and more, all made with Japanese brown rice flour. The store offers a wider selection than our online shop. Some items are available in limited quantities or for a limited season only, so please check availability in the store. Examples of our products are introduced on the "In-Store Products" page.
About the Online Shop and Shipping
Can I buy GEN-TEN products online?
Yes. You can purchase brown rice bread, brown rice scones, cookies, packaged cooked brown rice and more from the GEN-TEN Official Online Shop. Some products are also available at the GEN-TEN Official Store on Amazon.
Are the same products available in the store and the online shop?
Some products differ. Brown rice scones, chunk cookies and other items can be purchased both in the store and from the online shop. The store also offers a wider selection of gluten-free products (including limited-quantity and seasonal items). On the other hand, GEN-TEN line products such as the "Kihon" and "Kiwami" brown rice bread series are currently sold only through our online shop.
Is the brown rice bread delivered frozen?
Yes. Our brown rice bread is delivered frozen by Yamato Cool TA-Q-BIN (frozen). Individual scones, chunk cookies and similar items are also shipped frozen. Scones in gift boxes are shipped refrigerated, while vegan cookies, packaged cooked brown rice and other goods are shipped at room temperature. GEN-TEN's frozen products are quick-frozen with -40°C cold air to preserve their freshly baked flavor (GEN-TEN's Freezing Technology).
When will my order be shipped?
Items sent by refrigerated or frozen delivery, such as brown rice bread, are shipped every Wednesday. Orders placed by Sunday are shipped on Wednesday of that week, and orders placed on Monday or later are shipped on Wednesday of the following week. Room-temperature items are shipped as they become ready. If you order items with different shipping methods (frozen, refrigerated or room temperature) at the same time, they will be delivered in separate shipments, and a shipping fee applies to each shipping method. You can check the shipping fees on the checkout page.
About Ingredients and Allergies
Do GEN-TEN products contain wheat flour?
No, we do not use wheat flour. GEN-TEN products are made mainly from brown rice flour and rice flour. For example, the ingredients of our Kihon "Plain" brown rice bread are brown rice flour, rice flour, unrefined cane sugar (Sudakito), coconut oil, pregelatinized rice flour, yeast and salt.
Can I eat your products if I have a wheat allergy?
GEN-TEN products do not contain wheat as an ingredient. However, products containing wheat, soy, eggs and dairy are also manufactured at our production facility. In addition, some products, such as our brown rice scones, contain eggs and dairy. If you have allergies, please be sure to check the ingredients and allergen information on each product page, and if your symptoms are severe, please consult your doctor before deciding.
Is your brown rice flour made in Japan?
Yes. GEN-TEN uses brown rice flour made in Japan. Our rice flour is also made from Japanese rice.
Where can I check the ingredients and allergens?
Each product page in our online shop lists the ingredients, allergens, best-before date and storage instructions. You can also check this information on the product packaging. If you have any questions, please feel free to reach out via our "Contact" page.
How to Enjoy Brown Rice Bread
What is the best way to warm up frozen brown rice bread?
We recommend using a "microwave + toaster."
1. Cut a slit in the bag, take the bread out while it is still frozen, and heat it in a 600W microwave for 1 minute 10–20 seconds.
2. Then toast it for 3–4 minutes for a crispy outside and a fluffy inside.
If you warm it in the microwave only, you can enjoy a soft, chewy texture. Please note that putting the bread in the microwave without opening the bag may cause the bag to burst. For more details, see "How to Enjoy GEN-TEN."
Can I warm up the brown rice scones before eating them?
Yes. We recommend rebaking (reheating) them in a toaster. They become crispy on the outside and fluffy and moist on the inside. They are also delicious with your favorite jam or clotted cream.
How should I store the brown rice bread?
Please store it in the freezer (at -18°C or below). The best-before date is about 60 days when frozen (this varies by product, so please check each product page and the label on the package). Avoid thawing at room temperature or in the refrigerator; warm up only the amount you will eat while still frozen, and enjoy promptly after opening.
If your question is not answered here, please get in touch via our Contact page.