Only a limited run of salt rice balls is available at Sato Foods’ Sato no Gohan pop-up in Omotesando, Tokyo. The rice balls are made with Sato no Gohan Shinteiban and served at a temporary shop with no rice cookers.
The pop-up runs from September 30 to October 4, 2026, at ZeroBase Omotesando. The rice balls are sold while the planned daily quantity lasts, so sales may end early on each day.
Each plain salt rice ball costs ¥100 (tax included). The shop offers eat-in service, and a limited number of customers will also receive Sato no Gohan as a gift. On September 30, hours are 3:00 p.m. to 6:00 p.m.; from October 1 to 4, the shop is open from 11:00 a.m. to 7:00 p.m.
About the Sato no Gohan salt rice ball shop
Sato no Gohan salt rice ball pop-up
The store image shows the temporary Sato no Gohan salt rice ball shop planned for ZeroBase Omotesando. Its only menu item is a plain salt rice ball made with Sato no Gohan Shinteiban, priced at ¥100 (tax included).
<Survey Result ①> 78.6% of Niigata residents rated ‘Satou no Gohan Shinteiban’ as delicious. When asked about ‘Satou no Gohan Shinteiban,’ 78.6% responded that it is ‘delicious.’ The product also received high praise from respondents living in Niigata, a rice-producing region.Niigata tasting result
In Sato Foods’ blind tasting survey, 78.6% of 112 Niigata residents rated Sato no Gohan Shinteiban as tasty.
<Survey Result ②> The key to its deliciousness is ‘fluffy with moderate stickiness.’ The most common feature noted was ‘moderate stickiness’ at 44.6%. Followed by ‘fluffy’ at 42.9% and ‘sweet’ at 42.0%. The fluffy finish from thick pot cooking, grain separation, gloss, stickiness, and umami balance were highly appreciated.What tasters noticed
The most common characteristic identified in the Sato no Gohan Shinteiban tasting was moderate stickiness at 44.6%, followed by a fluffy texture at 42.9% and sweetness at 42.0%.
<Survey Result ③> 55.4% said it is ‘as good as or better than homemade rice.’ When asked how ‘Satou no Gohan Shinteiban’ compares to usual home-cooked rice, 55.4% responded that it is ‘more delicious than homemade’ or ‘about as delicious as homemade.’Comparison with home-cooked rice
A total of 55.4% of survey respondents said Sato no Gohan Shinteiban was as good as or better than rice they usually eat at home.
The menu focuses on the natural taste of rice, without fillings or strong seasoning. Sato Foods says its thick-pot cooking method is designed to recreate traditional heat control, cooking each pack individually for a fluffy texture, defined grains, shine, balanced stickiness and subtle sweetness.
Highlights
- Salt rice balls made with Sato no Gohan Shinteiban: ¥100 each (tax included).
- No rice cookers are used inside the temporary shop.
- Eat-in service is available at ZeroBase Omotesando.
- Sales end when the planned daily quantity is sold out.
- A limited number of Sato no Gohan packs will be given away.
- In a blind tasting of 112 residents of Niigata, 78.6% rated Sato no Gohan Shinteiban as tasty.
- Among the tasting respondents, 55.4% said it was at least as good as rice cooked at home.
Menu and event details
| Item | Details |
|---|---|
| Name | Sato no Gohan Salt Rice Ball Shop |
| Menu / items | Plain salt rice ball made with Sato no Gohan Shinteiban; limited Sato no Gohan giveaway |
| Release date | September 30, 2026 |
| Period | September 30, 2026 – October 4, 2026. September 30: 3:00 p.m.–6:00 p.m., last entry 5:30 p.m.; October 1–4: 11:00 a.m.–7:00 p.m., last entry 6:30 p.m. |
| Location | ZeroBase Omotesando, Omotesando, Tokyo |
| Address | 3-5-22 Kita-Aoyama, Minato City, Tokyo |
| Price | Salt rice ball: ¥100 each (tax included); limited Sato no Gohan giveaway: no charge while supplies last |
Before you buy
- When can I buy the Sato no Gohan salt rice ball?
- It is available from September 30 to October 4, 2026, while the planned daily quantity lasts.
- How much is the Sato no Gohan salt rice ball?
- Each salt rice ball costs ¥100 (tax included).
- Where can I get the Sato no Gohan salt rice ball?
- The pop-up is at ZeroBase Omotesando, directly by Exit A3 of Omotesando Station.
The tasting research was conducted in Niigata on August 29, 2026, with men and women aged 17 to 69. Participants tasted two types of rice without being told the brand names. The results highlighted moderate stickiness at 44.6%, a fluffy texture at 42.9% and perceived sweetness at 42.0%.
The shop is intended to let guests judge the rice itself rather than the convenience of packaged food. With only salt rice balls on the menu, the experience puts the grain texture, aroma and flavor at the center of the visit.
