MNH launches Genmai De Cafe globally as Japanese Rice Coffee

Japanese company MNH Inc. has announced the international introduction of its Genmai De Cafe, marketed as Japanese Rice Coffee. The beverage distinguishes itself in the global market by being completely free of coffee beans and caffeine, instead utilizing roasted Japanese brown rice to emulate the qualities of traditional coffee drinks.

The company commenced research and development of this unique coffee alternative in 2012, with production starting in Shonai Town, Yamagata Prefecture, in 2014. MNH has focused on refining its roasting techniques to accentuate the aroma, bitterness, and depth typically associated with coffee, while leveraging the distinct characteristics of brown rice.

Naohiro Ozawa, president of MNH, emphasized that their goal is not to mimic traditional coffee but to innovate the beverage sector with a creation that puts Japanese rice at the forefront. "Our goal is not to imitate coffee. We want to create a new beverage culture that could only have come from Japan," he stated, highlighting the cultural roots embedded in their approach.

Genmai De Cafe is available in multiple formats, including drip packs, powder, tea bags, cold-brew applications, and a tasting set, all maintaining the premise of 100% Japanese brown rice without caffeine. The company showcased its product at various industry events, such as the SCAJ in Japan in 2024 and 2025, and FHA 2025 in Singapore, drawing interest from those seeking caffeine-free coffee alternatives. The response from coffee consumers and professionals has encouraged MNH to continue exploring the potential of the rice-based beverage in global markets.