In Tokyo's upscale Ginza district is a rice ball shop so popular that lines of hungry office workers are a regular lunchtime sight. As well as the finest ingredients from all over Japan, founder Masayuki Habuki is committed to using rice from his home region, Niigata Prefecture. In fact, his work to promote Niigata rice also includes the production of sake and miso, along with outreach activities like brewery tours and tasting sessions. Follow a business working to preserve this regional food culture.