In the product business, we develop and manufacture a range of products, including our proprietary brand measuring rice storage container "HIZER", as well as OEM production of compact commercial refrigerators and household rice cake machines. Building on the success of HIZER, we have proactively developed various original products, making this a distinctive business that reflects FUJICO's unique strengths.
We undertake OEM production of compact commercial refrigerators used in hotel guest rooms and hospital patient rooms. Our integrated production process covers every step, from the assembly of electronic components and injection of foaming agents to inspection and final packaging.
The automatic measuring rice storage container "HIZER" was introduced in 1963 by FUJICO's founder, Mizuho Shibata. Featuring an innovative mechanism that allows accurate measurement simply by pressing a lever, HIZER resolved long-standing issues such as the inconvenience of measuring rice, the retention of old rice, and insect infestation during storage, leading to its widespread adoption in households across Japan. Since then, continuous improvements and the addition of new features aligned with changing times have enhanced its usability and reliability, and the product continues to evolve today. Currently, FUJICO Trading, a member of the FUJICO Group, is the only company in Japan that consistently produces measuring rice storage containers, and it has long played an important role in supporting Japanese food culture.
"HIZER" was born in 1963 from the vision of FUJICO's founder, Mr. Mizuho Shibata, who sought to create products that would be genuinely useful to society through his own hands. In Japan at the time, eating three meals a day was the norm, and measuring rice for each meal using a wooden box or measuring cup was a time-consuming task prone to error. In addition, when rice was replenished in large storage containers, older rice often remained at the bottom, leading to issues such as insect infestation and other storage-related challenges.
The product name "HIZER" is a coined word that combines the action of pressing the lever, expressed as "Hai!" (a spirited exclamation meaning "go!"), with the sound "Zaa", which evokes the smooth flow of rice being dispensed during measurement. Its simple and friendly sound, easy for anyone to remember after hearing it just once, generated a strong response from the market from the very beginning of its release.
Within just one year of its release, sales exceeded 700,000 units. As an innovative household product that successfully combined convenience and cleanliness in postwar daily life, it was embraced by a wide range of households across Japan.
"HIZER" was more than just a rice storage container; it became a symbol of improved household efficiency and played a significant role in supporting Japanese food culture.
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