Onigiri (rice balls) can be conveniently eaten with just one hand and enjoyed with a wide variety of fillings.
They’re so widely enjoyed that many consider them Japan’s soul food—and it turns out they’re a big hit with international visitors as well.
Part of their appeal lies in the endless possibilities for fillings and flavors. But what kinds of onigiri do international visitors to Japan tend to prefer?
Tasting onigiri at the World Expo: Which flavors are popular with visitors from overseas?
To find out, Umami bites American writer Steven set out to try various types of onigiri at a trending spot. He visited “ONIGIRI WOW!”, a specialty onigiri shop currently open at “ORA Food Service Pavilion “Banquet – UTAGE” dining area of the “Expo 2025 Osaka, Kansai, Japan.”
At ONIGIRI WOW!, you can find not only classic flavors like “Shiobiki-zake (Salted Salmon),” “Tuna-mayo,” but also two special lines: “Onigiri of Japan” featuring local ingredients and regional recipes, and “Onigiri of the World,” which combines rice balls with international flavors.
You can enjoy uniquely filled onigiri that change monthly*1, such as “Scallop Apple Butter” using specialty products from Aomori Prefecture, and “Cheese Fondue” based on the traditional Swiss dish.
Inside the shop, 18 rice cookers are constantly in use to provide freshly cooked rice at all times.
The rice is shaped into a beautiful triangle by the “Onigiri Robot!”
Using state-of-the-art technology, it produces fluffy rice balls with just the right texture—so perfect, they feel as if they were carefully handmade.
After shaping, the onigiri are finished by being wrapped in seaweed and topped with custom-designed stickers made by students from Osaka University of Arts!
These rice balls bring together freshly cooked rice, a wide range of fillings, and cutting-edge technology.
First, let’s try the classic flavor, salted salmon!
Delicious! The texture is so light and fluffy, and it pairs perfectly with the just-salty-enough salmon. The size is just right too! I’ve always liked onigiri, but these taste especially good. I can’t quite put my finger on it … I wonder why?
Steven is already quite a big fan of Japanese food, including onigiri, and eats them often. But how would he react to the more unusual flavors?
We had him try a range and asked which one stood out most.
I think my favorite was the Indonesian “Rendang” (beef simmered in coconut milk and spices)! I never imagined it would go so well with onigiri—it totally surprised me. The “Scallop Apple Butter” had a perfect sweet-and-savory balance.
At first, you get the richness of the scallop and butter, then the gentle sweetness of the apple follows … I was a little skeptical at first, but it turned out amazing! Honestly, they were all so good, it’s hard to pick just one favorite.
Scallop Apple Butter onigiri
From Japanese classics to international mashups, Steven enjoyed the full spectrum of flavors—but as he kept eating, he noticed something important:
I get it now—it’s the rice! The rice itself is just so good. It’s fluffy, you can taste the natural sweetness, and the texture is spot-on. I could eat these forever! You can find onigiri in the U.S., but they’re not everywhere—and the taste and texture just aren’t the same. It might be something Japanese people take for granted, but it’s incredible that rice here is delicious enough to be the star of the meal.
While saying this, Steven continued eating more onigiri. What caught his attention was the deliciousness of the rice itself.
As lunchtime nears, ONIGIRI WOW! becomes increasingly crowded with customers.
So what’s the secret behind the addictive appeal of their onigiri?
Why do they taste so good? The secret might be in the rice cooker
ONIGIRI WOW! is operated by ZOJIRUSHI CORPORATION (hereafter referred to as “Zojirushi”), a household name in Japan known for its kitchen appliances.
Since 2018, Zojirushi has run ZOJIRUSHI “GOHAN” RESTAURANT, a dining initiative that lets people experience the taste of perfectly cooked rice made using their top-of-the-line “Embudaki” rice cooker model. “Embudaki” can loosely be translated as “dancing flame cooking,” a fitting name for this impressive rice cooker.
At ONIGIRI WOW! too, they serve freshly cooked rice made with the Embudaki rice cooker.
What sets the Embudaki apart is its meticulously designed structure.
The Embudaki rice cooker, designed to replicate the flickering flames of a traditional Japanese kamado stove, focuses on the IH heater—the heart of the rice cooker and its main heat source.
It features a “3D Rotation IH Structure” that divides the bottom IH heater—which was previously a single unit—into six separate segments.
By repeatedly applying concentrated heat to specific areas—much like the intense flames of a traditional kamado stove—it’s said to generate powerful heat and vigorous convection.
(left) conventional IH heater structure, (right) Embudaki IH heater structure
Through intense and complex convection that stirs the rice while cooking it at a high heat just below boiling point, the rice is cooked thoroughly to the core, resulting in fluffy grains with a naturally sweet flavor.
This IH heater structure and cooking method is a one-of-a-kind patented technology.*2
Knowing that this rice—crafted with such carefully honed technology—is shaped by a specially developed onigiri robot created in collaboration with Suzumo Machinery Co., Ltd. for the Expo, it’s no wonder rice-loving Steven was so impressed.
Due to its unique IH heater design, the Embudaki model is extremely difficult to manufacture—even among Zojirushi’s range of rice cookers—and reportedly requires 1.5 times the labor compared to conventional models.
What’s more surprising is that most of the assembly process—comprising hundreds of different parts—is done manually by skilled craftsmen.
Zojirushi has spent years perfecting the art of making delicious rice. The Embudaki represents the culmination of the company’s passion, expertise, and artisanal craftsmanship.
This video shows the trial-and-error process that led to the creation of the Embudaki. If you’re curious, be sure to check it out!
Bringing the deliciousness of Japanese rice to the world
Zojirushi, which operates ONIGIRI WOW! has also placed a large advertisement at Yumeshima Station on the Osaka Metro—the gateway to the Expo 2025 Osaka, Kansai, Japan.
Positioned where it’s sure to catch the eye of anyone arriving by train, the ad showcases Zojirushi’s passion for rice to both domestic and international visitors.
Through our hands-on experience at ONIGIRI WOW!, we were able to discover both the delicious flavor of rice cooked with the Embudaki and the passion behind the development of this rice cooker.
With its iconic elephant logo, Zojirushi is poised to continue spreading the joy of “delicious rice” far and wide—both in Japan and around the world.
1 The menu items introduced in this article were limited-time offerings available at the time of coverage (April).
2 Patent No. 6833440, registered on February 5, 2021. This patent was granted for a unique rice cooking technology that enables partial, concentrated heating.
