Why Premium Rice Cookers?


Why Choose A Premium Rice Cooker?


The name Zojirushi is synonymous with high quality, stylish design and cutting edge technology. They are 'Rolls Royce' of rice cookers and water heaters and Bento/Tuff thermal products.


After selling Zojirushi rice cookers for over 11 years, we decided to put all of our knowledge into designing and developing our own branded rice cooker. We worked hard, testing and developing and the Sakura multi-function rice cooker was born in 2016. We made sure that Sakura produced rice which was every bit as good as rice cooked in a Zojirushi along with having useful multi-cooker add-on features which customers had told us they wanted.




'The Elephant Brand', Number One In Asia



'Zo' in Japanese means elephant and the name was chosen to symoblise intelligence, strength and familiarity...and all these qualities are apparent in Zojirushi's designs and products.


At the centre of Zojirushi's philosophy is cutting-edge technology to create efficient and easy to use products and this is what sets the company and products apart from it's competitors.


No Asian kitchen is without a rice cooker or water heater - ask anyone in Asia who the leading brand for these products is and they will reply Zojirushi without hesitation. They are true market leaders and their products are found to be superior by users compared to other brands found in Asia such as Tiger Corporation, Panasonic/National and Cuckoo.



Yum Asia, Number One In The UK And Europe For Premium Rice Cookers


Yum Asia has built a solid reputation since we started trading in 2006 for excellent products and customer service. We have rapidly become the ‘go-to’ online store for premium, high-end rice cookers. Using our knowledge of Zojirushi's cutting-edge technology we created our own branded rice cooker, Sakura.


To date, it is our best-selling rice cooker ever and we have received overwhelmingly positive feedback from happy customers. Sakura has also received several excellent awards since it’s launch:

  • Sorted Mag for Men’s ‘Top Buy’ award in May 2017 
  • Ideal Home awarded it 5/5 (highest score in review set, beating all competitors)

Sakura has received many positive reviews from both chefs and tech bloggers alike: 

  • Matgeek (Swedish You Tube chef)
  • Hari Ghotra (renowned Indian chef)
  • Pretty Green Tea (a food and lifestyle blogger), Geekanoids (tech blogger)
  • Red Ferret (tech blogger)
  • Gadget Man (tech blogger)

Sakura will continue to receive awards owing to it’s unique design and hard wearing ceramic coated inner bowl.


We own a Zojirushi and a Sakura, we have conducted blind tests with our team and they couldn’t tell the difference between the rice produced in each rice cooker. We have had many of our previous Zojirushi customers purchase our Sakura and their experience has also been that Sakura cooks rice as well as a Zojirushi.



Zojirushi The Innovator


Zojirushi has always been at the forefront of innovation and has always pushed new technological developments.


The company was first established (under another name) in 1918. In 1948 invented glass vacuum bottle liners with the first automated vacuum bottle production equipment developed in 1964 with mass production of glass vacuum bottle liners following.


In 1973, the first ever push-type water dispenser was unveiled by Zojirushi and was called the 'Air Pot' to high acclaim from customers! Shortly after this in 1981, Zojirushi stainless steel double wall vacuum bottles were launched with the unique manufacturing process being patented - the TUFFBOY line was introduced to the market. This is the forerunner to the TUFF mug range we stock here at Yum Asia!


1983 was a magic year for Zojirushi with the invention of micro-computerisation i.e. micom, and the first micom electric rice cooker/warmer was marketed and kitchens have never been the same since!



Inspirations From Everyday Life!


This is Zojirushi's marketing phrase, without doubt their designs and high quality products inspire cooks everywhere to innovate! It certainly inspired us as a company!


Zojirushi rice cookers are manufactured to the highest quality, using the highest quality components and real thought has gone into the functions on each rice cooker. Each rice cooker has slightly different functions, as Zojirushi has recognised that people want different things in their rice cooker models. However, this splitting of functions across different models, or the basic nature of some of the functions, frustrated a lot of our customers and in part, this is why we developed our Sakura rice cooker as a lot of customers want several useful features combined into one beautiful package.


Both our own Sakura rice cooker and Zojirushi products are easy to use and make cooking nutritious, balanced meals so easy! The unique way these premium rice cookers cook means that rice is perfect every time and the texture of the cooked rice is amazing! We have tried many other rice cooker brands and none of them have come close to the quality of the rice cookers we sell.


All of the rice cookers we sell are clever enough to cook rice on a timer setting so all you need to do after a busy day at work is prepare the rest of the meal. On a cold winter's morning you can have piping hot, yummy porridge waiting for you with boiling hot water ready to make your morning cuppa! Once you have used a premium rice cooker or water heater, you will never go back to a saucepan, basic rice cooker or kettle.


So, what are you waiting for? We stock the latest micom fuzzy logic models available for UK and European power.


We do not stock Induction Heating models as they haven’t passed any CE safety tests for use in the UK or Europe so it therefore cannot be legally supplied within the UK or Europe. For a longer explanation about Induction Heating models, please see our FAQ page.


We have lots of information about these premium rice cookers on our website, but if you are having difficulty choosing we have a pictorial comparison to help and you can always e-mail us or use our online chat in the bottom corner for further information.