Prince Nepia Co., Ltd. (Headquarters: Chuo-ku, Tokyo, President: Takayuki Morihira) has announced the official release of the "wetomo and wanna eat Betabeta rice map" on their website, showcasing a delicious dish called "Betabeta rice" that makes your hands sticky all over Japan. Additionally, in order for people to enjoy "Betabeta rice" without hesitation, they will begin the "wetomo and wanna eat Betabeta rice campaign" featuring a new compact design lidded wet tissue, starting from November 1, 2024 (Friday) from October 1st.
Furthermore, management nutritionists who appear on TV food coordination and cooking programs, the editorial department of a gourmet site that covers nationwide gourmet specialties, and the individuals from stores providing "Betabeta rice" gourmet commented from their respective perspectives to reveal the reasons why "Betabeta rice", which is difficult to eat but continues to be loved, is so charming.
"wetomo and wanna eat Betabeta rice map" was created in collaboration with "47CLUB", where exceptional items from all over the country can be ordered. Discover the "Betabeta rice" recommended by wetomo on your own with this opportunity to experience it together with wetomo.
Campaign Overview
Campaign Name: 'wetomo and wanna eat Betabeta rice campaign'
Campaign Details:
Conducting a gift campaign to collect "sticky rice" from all over the country.
During the campaign period, follow the designated SNS account, repost the campaign post, and conduct a daily draw from those who participated, with a total of 120 winners of "wetomo". In addition, there is a double chance for those who post their recommended "sticky rice", with 30 winners selected to receive a set of 4 varieties of "wetomo".
Campaign period: From 12:00 on November 1, 2024 (Friday) to 23:59 on November 30, 2024 (Saturday).
How to apply: Follow & repost the official account.
The double chance: Please post one recommended sticky rice with the hashtag "#wetomoと食べたいベタベタ飯".
Official account:
Campaign site URL:
![big]()
Mayumi Atsumi, a registered dietitian/food coordinator, supervises food coordination and cooking on TV and various media.
"Sticky meals are filled with elements that humans instinctively crave."
What we find delicious is a sticky meal with effects such as sugar and fat that serve as the body's source of energy. These are due to the brain mechanism created by our ancestors actively eating delicious food to survive. "Sticky meals" create a positive cycle of "nutrition supply" and "happiness" that allows us to obtain joy by being able to replenish energy and feel delicious. Eating in moderation becomes a source of energy for the mind and body.
It also directly influences the brain through visual cues. Sugar and fat play a pivotal role in making dishes look shiny and creating a "sizzle effect", stimulating desires like "looks delicious!" or "I want to eat!".
Moreover, "Sticky meals" are also attractive dishes for children. Some parents may hesitate to let young children touch their food, but letting them grasp food with their hands, feel the texture, and bring it to their mouths promotes the development of fine motor skills, touch, vision, taste senses, and curiosity towards food. Encouraging children to try eating with their hands actively can foster enjoyment of meals and curiosity about food.
The best food that can be enjoyed using all five senses, including taste, texture, sizzle effect, touch, and sound, is "Sticky meals". Eating with someone else can enhance the dining experience, making it even more enjoyable.
![big]()
A curated selection of exceptional items by local newspapers nationwide gathers on the mail-order site "47CLUB" editorial department.
A direct appeal to visual senses, and the powerful sticky factor affects sales.
We recognize that the target audience for 'Sticky Rice' is more interested. While all products sold on the site are attractive, products with a glossy and glossy element, which are elements of 'Sticky Rice,' have a visual appeal and evoke a desire to try them. The editorial team regularly holds meetings to decide on featured products selected from all over the country, and naturally, products with sticky elements receive high ratings. In fact, in the 'Annual Ranking 2023 Sweets and Japanese Confectionery TOP 20,' the classic 'Sticky Rice' item, Hashimadango (Gifu Prefecture), ranks first. (*1)
In recent years, due to the easy accessibility of gourmet foods from all over the country, including our company's operating site, people have been purchasing interesting gourmet items regardless of genre, leading to more opportunities to enjoy eating. The recognition among buyers that 'dining is about enjoying with all five senses' may also be one of the considerations why customers seek 'Sticky Rice.'
(※1) Source: 47CLUB Annual Ranking 2023 Sweets and Japanese Confectionery TOP 20
![big]()
- Established Western confectionery store Sansho, selling Hokkaido's proud sticky sweets 'Yoitomake' (Hokkaido)
"For 70 years since its release, the official way to enjoy is to grab it boldly without worrying about the stickiness."
Our product 'Yoitomake,' loved by customers for about 70 years since its release, is coated with plenty of haskap jam both on the outside and inside. Therefore, our sticky sweet, which is known as a hard-to-eat souvenir sweet, was originally a token of gratitude for local papermaking factory workers. As it was meant to energize the workers, more jam was applied, associating stickiness with a producer's affection. Now our flagship product, selling about 0.8 million units annually including derivative products, we would like you to enjoy the sticky 'Yoitomake' by grabbing it boldly. We receive various heartwarming stories from customers who love stickiness, such as, 'I spilled it in the driver's seat but ate it without worrying about the stickiness,' 'I ate it on my child's anniversary, and the stickiness on hands and in the room made a good memory,' etc. These are all heartwarming stories. As it is a sweet often shared with family, friends, or in groups, interactions through stickiness emerge. In other words, stickiness serves as a trigger for communication.
![big]()
A restaurant in Utsunomiya, Tochigi Prefecture, known for its attention-grabbing 'Unconventional Pizza' that's popular on social media.
'Sticky meals have a devilishly addictive element.'
Although we pride ourselves on having the richest meat sauce in Utsunomiya, our 'Unconventional Original Pizza' is popular in online sales. The 'sticky meal' is not only delicious, but I believe it has a devilishly addictive element that appeals to some primal instinct. While we offer the 'Unconventional Original Pizza' in-store, it is more popular in online sales, with over 100 inquiries per month. Among them, repeat customers make up about 30%. The reason for higher online sales may be that unlike when dining in the store, customers can enjoy it without worrying about others, not caring if their hands and mouths get sticky. I think everyone has a desire to fully enjoy sticky meals without holding back. As a store, sticky meals are the highest form of praise. We want our customers to enjoy sticky meals wholeheartedly without worrying about being sticky.
![big]()
Kikyoyashiten, a store in Yamanashi Prefecture, sells the Soul Food of Yamanashi residents, the sticky Japanese confectionery 'Kikyo Shingen Mochi.'
'We want sticky meals to become our 'home taste'.'
We produce 0.12 million pieces of our Kikyo Shingen Mochi, the source of stickiness, rich in minerals, exclusively selling Kikyoyaten special black syrup that causes stickiness. Food that is so sticky that it surpasses the feeling of not wanting to be sticky is attractive, isn't it? In 1968, when Kikyo Shingen Mochi was first released, we received feedback from customers wanting to 'eat the container as well.' After about 50 years of exploration, we developed and sold 'Kikyo Shingen Mochi Ultimate,' which can be eaten with the container as part of the mochi. To further enjoy the stickiness of our Kikyo Shingen Mochi, unwrap all the mochi onto a furoshiki and knead them. This allows the kinako and black syrup to blend with the mochi, making it softer, stickier, and more enjoyable. Our employees, as well as those living in Yamanashi Prefecture, may have experienced the stickiness of Kikyo Shingen Mochi since childhood. We would be delighted if the stickiness of Kikyoyashiten's Kikyo Shingen Mochi became a taste of home.
![big]()
A portable wet tissue 'wetomo' that combines functionality and design.
"wetomo" is a new product concept with the theme of "wet tissues that you want to be together with anytime, like a friend." The compact size allows for easy carrying without being bulky, and the sealed cover makes the sheets less likely to dry out, enabling thorough usage until the last piece. Despite being suitable for carrying around, the sheet size is 20% larger than our conventional products. It is designed to be highly effective in wiping off dirt with abundant liquid.
(※2) Comparison with Nepia Wet Plus
With excellent design aesthetics, aiming for a design that seamlessly integrates into daily life and harmonizes with the surroundings, blending as decor within the room and appearing as a favorite trinket when carried around casually.
Available in four types: 'Alcohol Type' for everyday disinfection and dirt removal, 'Non-Alcohol Type' suitable for children's handwipes, 'Moisturizing Type' providing moisturization for the hands while removing dirt, and 'Virus Removal Type' for thorough eradication of bacteria and viruses. Users can choose according to their needs.
![big]()
![big]()
Release date: October 1st (Tuesday)
Manufacturer's suggested retail price: Open
Sales location: Nationwide
Brand website:
*Release PDF can be found here
◆Contact information for this matter◆
The 'Sticky Rice' Campaign Secretariat (Reception hours: 9:30-16:30, excluding Saturdays, Sundays, public holidays, and the Bon holiday period)
Free Dial: 0120-112-116
Oji Nepia Co., Ltd. Marketing Headquarters, Product Planning Department TEL: 03-3248-3167
Furthermore, management nutritionists who appear on TV food coordination and cooking programs, the editorial department of a gourmet site that covers nationwide gourmet specialties, and the individuals from stores providing "Betabeta rice" gourmet commented from their respective perspectives to reveal the reasons why "Betabeta rice", which is difficult to eat but continues to be loved, is so charming.
"wetomo and wanna eat Betabeta rice map" was created in collaboration with "47CLUB", where exceptional items from all over the country can be ordered. Discover the "Betabeta rice" recommended by wetomo on your own with this opportunity to experience it together with wetomo.
Campaign Overview
Campaign Name: 'wetomo and wanna eat Betabeta rice campaign'
Campaign Details:
Conducting a gift campaign to collect "sticky rice" from all over the country.
During the campaign period, follow the designated SNS account, repost the campaign post, and conduct a daily draw from those who participated, with a total of 120 winners of "wetomo". In addition, there is a double chance for those who post their recommended "sticky rice", with 30 winners selected to receive a set of 4 varieties of "wetomo".
Campaign period: From 12:00 on November 1, 2024 (Friday) to 23:59 on November 30, 2024 (Saturday).
How to apply: Follow & repost the official account.
The double chance: Please post one recommended sticky rice with the hashtag "#wetomoと食べたいベタベタ飯".
Official account:
Campaign site URL:
Mayumi Atsumi, a registered dietitian/food coordinator, supervises food coordination and cooking on TV and various media.
"Sticky meals are filled with elements that humans instinctively crave."
What we find delicious is a sticky meal with effects such as sugar and fat that serve as the body's source of energy. These are due to the brain mechanism created by our ancestors actively eating delicious food to survive. "Sticky meals" create a positive cycle of "nutrition supply" and "happiness" that allows us to obtain joy by being able to replenish energy and feel delicious. Eating in moderation becomes a source of energy for the mind and body.
It also directly influences the brain through visual cues. Sugar and fat play a pivotal role in making dishes look shiny and creating a "sizzle effect", stimulating desires like "looks delicious!" or "I want to eat!".
Moreover, "Sticky meals" are also attractive dishes for children. Some parents may hesitate to let young children touch their food, but letting them grasp food with their hands, feel the texture, and bring it to their mouths promotes the development of fine motor skills, touch, vision, taste senses, and curiosity towards food. Encouraging children to try eating with their hands actively can foster enjoyment of meals and curiosity about food.
The best food that can be enjoyed using all five senses, including taste, texture, sizzle effect, touch, and sound, is "Sticky meals". Eating with someone else can enhance the dining experience, making it even more enjoyable.
A curated selection of exceptional items by local newspapers nationwide gathers on the mail-order site "47CLUB" editorial department.
A direct appeal to visual senses, and the powerful sticky factor affects sales.
We recognize that the target audience for 'Sticky Rice' is more interested. While all products sold on the site are attractive, products with a glossy and glossy element, which are elements of 'Sticky Rice,' have a visual appeal and evoke a desire to try them. The editorial team regularly holds meetings to decide on featured products selected from all over the country, and naturally, products with sticky elements receive high ratings. In fact, in the 'Annual Ranking 2023 Sweets and Japanese Confectionery TOP 20,' the classic 'Sticky Rice' item, Hashimadango (Gifu Prefecture), ranks first. (*1)
In recent years, due to the easy accessibility of gourmet foods from all over the country, including our company's operating site, people have been purchasing interesting gourmet items regardless of genre, leading to more opportunities to enjoy eating. The recognition among buyers that 'dining is about enjoying with all five senses' may also be one of the considerations why customers seek 'Sticky Rice.'
(※1) Source: 47CLUB Annual Ranking 2023 Sweets and Japanese Confectionery TOP 20
- Established Western confectionery store Sansho, selling Hokkaido's proud sticky sweets 'Yoitomake' (Hokkaido)
"For 70 years since its release, the official way to enjoy is to grab it boldly without worrying about the stickiness."
Our product 'Yoitomake,' loved by customers for about 70 years since its release, is coated with plenty of haskap jam both on the outside and inside. Therefore, our sticky sweet, which is known as a hard-to-eat souvenir sweet, was originally a token of gratitude for local papermaking factory workers. As it was meant to energize the workers, more jam was applied, associating stickiness with a producer's affection. Now our flagship product, selling about 0.8 million units annually including derivative products, we would like you to enjoy the sticky 'Yoitomake' by grabbing it boldly. We receive various heartwarming stories from customers who love stickiness, such as, 'I spilled it in the driver's seat but ate it without worrying about the stickiness,' 'I ate it on my child's anniversary, and the stickiness on hands and in the room made a good memory,' etc. These are all heartwarming stories. As it is a sweet often shared with family, friends, or in groups, interactions through stickiness emerge. In other words, stickiness serves as a trigger for communication.
A restaurant in Utsunomiya, Tochigi Prefecture, known for its attention-grabbing 'Unconventional Pizza' that's popular on social media.
'Sticky meals have a devilishly addictive element.'
Although we pride ourselves on having the richest meat sauce in Utsunomiya, our 'Unconventional Original Pizza' is popular in online sales. The 'sticky meal' is not only delicious, but I believe it has a devilishly addictive element that appeals to some primal instinct. While we offer the 'Unconventional Original Pizza' in-store, it is more popular in online sales, with over 100 inquiries per month. Among them, repeat customers make up about 30%. The reason for higher online sales may be that unlike when dining in the store, customers can enjoy it without worrying about others, not caring if their hands and mouths get sticky. I think everyone has a desire to fully enjoy sticky meals without holding back. As a store, sticky meals are the highest form of praise. We want our customers to enjoy sticky meals wholeheartedly without worrying about being sticky.
Kikyoyashiten, a store in Yamanashi Prefecture, sells the Soul Food of Yamanashi residents, the sticky Japanese confectionery 'Kikyo Shingen Mochi.'
'We want sticky meals to become our 'home taste'.'
We produce 0.12 million pieces of our Kikyo Shingen Mochi, the source of stickiness, rich in minerals, exclusively selling Kikyoyaten special black syrup that causes stickiness. Food that is so sticky that it surpasses the feeling of not wanting to be sticky is attractive, isn't it? In 1968, when Kikyo Shingen Mochi was first released, we received feedback from customers wanting to 'eat the container as well.' After about 50 years of exploration, we developed and sold 'Kikyo Shingen Mochi Ultimate,' which can be eaten with the container as part of the mochi. To further enjoy the stickiness of our Kikyo Shingen Mochi, unwrap all the mochi onto a furoshiki and knead them. This allows the kinako and black syrup to blend with the mochi, making it softer, stickier, and more enjoyable. Our employees, as well as those living in Yamanashi Prefecture, may have experienced the stickiness of Kikyo Shingen Mochi since childhood. We would be delighted if the stickiness of Kikyoyashiten's Kikyo Shingen Mochi became a taste of home.
A portable wet tissue 'wetomo' that combines functionality and design.
"wetomo" is a new product concept with the theme of "wet tissues that you want to be together with anytime, like a friend." The compact size allows for easy carrying without being bulky, and the sealed cover makes the sheets less likely to dry out, enabling thorough usage until the last piece. Despite being suitable for carrying around, the sheet size is 20% larger than our conventional products. It is designed to be highly effective in wiping off dirt with abundant liquid.
(※2) Comparison with Nepia Wet Plus
With excellent design aesthetics, aiming for a design that seamlessly integrates into daily life and harmonizes with the surroundings, blending as decor within the room and appearing as a favorite trinket when carried around casually.
Available in four types: 'Alcohol Type' for everyday disinfection and dirt removal, 'Non-Alcohol Type' suitable for children's handwipes, 'Moisturizing Type' providing moisturization for the hands while removing dirt, and 'Virus Removal Type' for thorough eradication of bacteria and viruses. Users can choose according to their needs.
Release date: October 1st (Tuesday)
Manufacturer's suggested retail price: Open
Sales location: Nationwide
Brand website:
*Release PDF can be found here
◆Contact information for this matter◆
The 'Sticky Rice' Campaign Secretariat (Reception hours: 9:30-16:30, excluding Saturdays, Sundays, public holidays, and the Bon holiday period)
Free Dial: 0120-112-116
Oji Nepia Co., Ltd. Marketing Headquarters, Product Planning Department TEL: 03-3248-3167
