For Koreans, rice is a fundamental to a good meal. Finest chefs go extra miles into ensuring this fundamental is done well everyday. It’s the first thing.

But why does every rice commercial highlight the crop, instead of the
cooked rice? The shape of the grain, the farms, the farmers, and the nature that nurtures its growth.... without taking any of this hard work that goes into growing rice crops, we instead focus on highlighting the cooked rice.

Yeoncheon Rice is there. It’s best served cooked - whether it’s a high-end Dolsot traditional cuisine or a fine-dining Omakase.

This is the first official TV commercial shot on Nikon ZR in Korea.