Tokyo Station Embraces “The Power of Rice” with Riceforce’s 25th Anniversary Event
JR Tokyo Station’s “Square Zero” recently bloomed into a haven of beauty and gratitude, hosting the Riceforce 25th Anniversary pop-up event, “Thanks Rice.” From November 21st to 23rd, 2025, Daiichi Sankyo Healthcare Direct, the company behind the beloved skincare brand, orchestrated a three-day celebration dedicated to the profound strength of rice and a heartfelt thank you to the farmers who cultivate it.
At the heart of the opening day’s festivities on November 21st, actress Rio Uchida graced the event as a one-day store manager. Her presence added a vibrant sparkle, sharing her personal insights into the brand’s allure and the intrinsic power of rice during a live-streamed talk show on Riceforce’s official Instagram.
Riceforce: A Legacy of Nurturing Beauty
The event commenced with a brand introduction by Daiichi Sankyo Healthcare Direct’s Kashima, who highlighted Riceforce’s philosophy of “nurturing skin carefully.” Over 25 years, this mail-order brand has garnered the loyalty of approximately 4 million users, with cumulative sales exceeding 25 million units by June 2025. Its efficacy has also earned it a strong following among hair and makeup artists and actors, appearing in 1,359 film sets and numerous fashion shows worldwide. This widespread embrace underscores the brand’s commitment to fostering intrinsic beauty.
Rio Uchida, embodying Riceforce’s brand color, appeared in a striking blue kimono, taking on the role of “Thanks Rice” one-day store manager. She shared a touching anecdote: “My mother loves Riceforce’s lotion the most in her life, and she was thrilled when I told her about this event!” This personal connection resonated deeply, as she received her one-day store manager business card from Daiichi Sankyo Healthcare Direct President Hiroshi Yaegashi, with expectations to spread Riceforce’s charm and deliver gratitude to rice farmers across Japan.
The “Power of Rice” and Gentle Skincare: Insights from Rio Uchida
For Rio Uchida, rice is a fundamental source of “energy and power,” a sentiment many in Japan share, where rice is not just food but a cultural cornerstone. She candidly confessed her love for rice, stating, “If the world were to end, the last thing I’d want to eat is tarako gohan (rice with cod roe).” She starts every day with white rice, finding that it “increases her happiness” and makes her feel complete, illustrating how deeply this grain anchors her well-being.
Her perspective on skincare has also evolved. In her younger years, she approached it with a simple “just apply it” mindset. However, upon reaching her 30s, she embraced a more deliberate, gentle approach—from cleansing to moisturizing with lotions and creams, consciously “touching and embracing” her skin. This shift, she revealed, led to a noticeable “change in her skin.” She emphasized the importance of consistent, gentle care, even amidst a busy schedule, believing it to be the key to lasting beauty.
Rio Uchida expressed profound trust in Riceforce, noting its ability to “gently embrace any skin condition.” She particularly cherishes the lotion’s smooth absorption, describing it as a “comfortable feeling that deeply penetrates, and the generous hydration is delightful.” Her favorite product, the “Deep Moisture Lotion,” with its rich yet smooth texture, leaves her skin feeling plump and deeply moisturized. The product’s consistent presence on drama and film sets, and even in her daily life, underscores its reliability and gentle effectiveness.
A Message of Gratitude and a Soft Future
The “Thanks Rice” event also featured a message booth, inviting visitors to express their gratitude to rice farmers across Japan, bringing the brand back to its roots: the power of rice. Rio Uchida herself penned a warm message, “Thank you always for the delicious rice,” accompanied by a rice illustration, and ceremoniously deposited it into a blue post at the venue.
When asked to choose a single kanji character to represent her 2025, Rio Uchida selected “柔” (yawarakai), meaning “soft” or “gentle.” She reflected on a year where balancing work and personal time allowed her heart to soften. She found that creating “small margins” in her daily life—through travel, amusement parks, time with friends, or cooking—helped her mind and body find equilibrium. “Constantly moving can harden your heart,” she mused, “but creating a supportive environment lightens the spirit.” She also highlighted the importance of self-love, stating, “Beauty and health are rooted in loving yourself. I want to continue this.” Her words offered a gentle yet powerful reminder of the importance of self-care and inner balance.
Experience the “Power of Rice” and Future of Skincare
The pop-up event offered various interactive experiences for visitors. A touch-up area allowed attendees to sample Riceforce’s flagship “Deep Moisture Series,” the premium “Premium Perfect Series,” and the medicated wrinkle-improving serum “Riceforce Wrinkle Ball Serum.” These hands-on opportunities provided a deeper appreciation for the brand’s commitment to deep, lasting hydration.
To further engage with the community, those who followed and posted on the official Instagram received a 20mL sample of “Deep Moisture Lotion,” accompanied by one of five uplifting messages. These tokens of appreciation aimed to encourage moments of self-care and recognition for daily efforts.
Riceforce continues its celebratory spirit with a special Instagram present campaign to commemorate Rio Uchida’s one-day store manager appointment. Twenty lucky participants will win a signed 120mL bottle of “Deep Moisture Lotion.” To enter, simply follow the official Riceforce Instagram account (@riceforce) and like the designated campaign post by December 3rd, 23:59 JST. The “Deep Moisture Lotion” (Deep Moisture Lotion RF-D) features the unique “Rice Power® Extract,” developed using proprietary “Japanese Bio®” fermentation technology. Its active ingredient, “Rice Power® No.11α,” is clinically proven to improve skin’s moisture retention, fostering ceramide production from within, leading to resilient and beautifully hydrated skin.
This event beautifully encapsulated Riceforce’s 25-year journey of nurturing skin and spirit. As the brand looks ahead, its dedication to “the power of rice” and a holistic approach to beauty promises to continue fostering a future of well-being, inviting individuals to embrace gentle self-care as a foundation for both inner and outer radiance. The collected messages of gratitude to rice farmers will be published on the Riceforce 25th Anniversary Special Site in late January 2026: https://www.riceforce.com/stc/25th/default.aspx
