Zojirushi America Corp. recently partnered with with Luckyrice, an Asian lifestyle brand, to support the installation of a living rice paddy at the World Trade Center Campus.
Unveiled last week, the company said the exhibit will remain onsite in the Oculus Plaza just outside the Westfield World Trade Center shopping area through the Harvest Moon Festival in late September. Produced by a team of local and multicultural New Yorkers and minority, women-owned businesses, the rice paddy was specifically designed to foster community engagement, organizers said.
Zojirushi is a primary sponsor of the campaign commencing with the “Planting Day” ribbon cutting event.
“Partnering with Luckyrice on the Rice Paddy Art Installation at the Oculus was a natural fit,” said Tatsu Yamasaki, president and CEO of Zojirushi America. “At Zojirushi, rice is our life, and educating the consumer about rice and how to cook it properly is just one of our goals.”
Reaching more than 250,000 people daily, the exhibit is educational and interactive. School tours, culinary demonstrations and multicultural public art talks will all be a part of the public programming offered to the community during the rice growing phase from June through late September, culminating in the Luckyrice Grand Feast on September 28.
At the Grand Feast, dozens of chefs will gather to create dishes that are an homage to rice.