The "Balanced Nekase Genmai Lifestyle" will change the world's eating habits, lifestyles, and values. In the 20th century, convenience, efficiency, and money became top priorities, resulting in health and social problems, along with the decline of agriculture and traditional industries. This has led to an outcry for a more sustainable lifestyle.We, "Yuwaeru", which means "to tie" in Japanese, are working to combine the sensibilities of the traditional lifestyle and culture that have proven sustainable in Japan for thousands of years with those of modern lifestyles, and in doing so "tie" them together.While it is true that the nutritional value of brown rice is very high, many consider it dry, hard, and not so tasty. That's why anyone would say, "Is this soft and springy texture really brown rice!?" in surprise when they try our specially cooked, aged brown rice, "Nekase Genmai". Our in-house brand is a DtoC (Direct-to-Consumer) business which performs consistently in design, development, manufacturing, retail (both e-commerce and brick and mortar), and even in wholesale/OEM. Our policy is, "Instead of aiming for the impossible 100%, let's aim for a consistent lifetime of 80%!".Our mission is for our consumers to happily eat our tasty, soft, and springy Nekase Genmai as their staple food, and for everyone, not just in Japan, but in the entire world as well, to enjoy a moderate, relaxed, and tasty "Nekase Genmai Lifestyle".By doing so, we can surely solve health issues, increase self-sufficiency and the consumption of traditional products, and eventually resolve the ongoing social problems.