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A domestic rice noodle pho specialty store with 5 stores in Tokyo. We sell popular products such as soup and domestic rice noodles that do not use chemical seasonings and are particular about domestic ingredients, as well as green curry

1,295

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COMPHO

コムフォー

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シマダハウス株式会社

1,295

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About the brand

Shimada House started as a rice mill founded in 1952. We would like to realize the desire of "I want to make everyone smile with rice" at the time of our founding in the form of "rice noodles (pho)".

Over the course of 15 years, the lineup includes popular products such as "Domestic Rice Pho," which was completed with the cooperation of rice farmers in Niigata, soups made with domestic vegetables and chicken, and green curry.

Winner of JAPAN FOOD SELECTION, Delicious Taste Award, and MONDE SELECTION. We are developing a store based on the concept of making you feel free to drop in and smile.

More about the Brand Owner

シマダハウス株式会社

シマダハウスカブシキガイシャ

The Shimada House Group started as a small rice shop. Today, the company is engaged in the real estate business, hotel business, rice and restaurant business, nursing care business, childcare business, travel business, etc. The origin is a warm connection with the local people, Listen to each person's voice. Even though the times have changed, that heart is still alive in us.

Learn more about this brand

Why are we doing?

What are we doing?

Commitment to the product

Who are supporting us?

Why are we doing?

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"I want to make everyone smile with rice."

In 1952, we started as "Shimada Rice Milling Store". After the war, there was a shortage of rice, so wheat and potatoes became substitute foods, and rice was very valuable at that time, and you could not buy it without a "rice passbook". On the day of the distribution, there were long lines and people stood in line for hours.

In such an era, the previous generation wanted to deliver delicious white rice to more people. He founded Yoneya with the idea that "I want to make everyone smile with rice," and that rice will make my family smile and energize Japan.

"The Birth of Comfor"

In 2001, the third generation, Genomote, who inherited the thoughts of the previous generation's founding, opened Japan's first pho specialty store in Toranomon, adapting rice to the new era.

While there are many restaurants where men eat alone, such as standing soba noodles, beef bowls, and men, there are no restaurants where women can easily enter. When I saw them eating lunch in the office, I wanted to create a place where women could go in alone and smile.

At first, I visited Vietnam and Thailand many times to develop the menu, and although I was in a state of fumbling, I managed to open it. We want to offer pho as a new form of rice, and we want to make our customers smile. I was running every day with such a strong feeling.

Currently, we operate five stores, mainly in the Tokyo metropolitan area.

< with TERRACE Osaki Think Park >

< Japan bashi Takashimaya S.C >

< Otemachi Building >

< Urban Dock LaLaport Toyosu >

< Kopis Kichijoji >

What are we doing?

"Japan rice noodles (pho)"

Ever since Toranomon opened, I have wanted to make rice noodles with Japan rice, but the taste and texture could not beat the dry noodles imported from Vietnam.

For 15 years, I have tried many varieties of rice, traveled around the country, and repeated prototypes with farmers many times. Finally, I met a farmer in Niigata and a noodle maker, and I was able to make rice noodles with Japan rice, which I had longed for.

We will expand this trinity initiative and establish it as a new form of agriculture in Japan.

Endorsement from a food professional

It has won awards in numerous national food competitions.

FOOD PROFESSIONAL AWARD 2022, Japan Food Selection 2022 Grand Prix, Monde Selection 2023 Silver Award, Bimi Award 2023, Japan Maternity Food Association Maternity Food Certification, etc.

Commitment to the product

"Making products that match the taste buds of Japan people using domestic raw materials"

Rice, which has been a staple food of Japan for 2,000 years, is a part of Japan's food culture. On the other hand, Japan love noodles, such as soba noodles, udon, ramen and pasta. We believe that pho, which combines these two, has the power to change food culture.

The pho we propose is not an authentic taste of Vietnam, but an original recipe that suits the taste buds of Japan.

Chicken and raw vegetables are made in Japan that are safe and secure, and they are gluten-free and can be enjoyed even by those with wheat allergies.

Carefully selected domestic rice noodles

100% Joetsu rice. As a result of research and development of domestic rice flour rice for raw rice noodles in collaboration with the Joetsu Rice Flour Study Group in Niigata Prefecture and the Hokuriku Research Center of the National Agricultural Research Organization (NARO), we arrived at Joetsu's specialty variety "Ahoa Kaori," which contains a large amount of amylose, which is indispensable for delicious rice noodles.

It is a breeded rice with a higher amylose content suitable for rice noodles than long-grain rice such as Thai rice. As a result, we have been able to reproduce the "slippery", "glutinous", and "shikoshiko" that are close to udon noodles, which Japan people love.

Almost all of the "rice" we eat on a daily basis is domestically produced rice. The taste and quality of safety and security are at the root of Japanese food, and we eat it every day as a matter of course as a culture and custom.

From now on, we aim to become a "standard" for noodles that have the same taste and quality as "rice" and are protected by the commitment of Japan producers. Please enjoy the noodles with a unique texture and taste created by domestic rice

Gluten-free

In Japan, dry noodles that use a lot of joints are the mainstream, but this rice noodle is a raw rice noodle that can be called "gluten-free" because there are no allergens by reducing the number of joints as much as possible, it is easy to digest and absorb, has a lower GI than wheat noodles, and is additive-free.

Who are supporting us?

Nursery schools, nursing care facilities, and hotels within the Shimada House Group provide COMPHO pho to a wide range of people, from the elderly to children.

There are many voices from people who eat it for the first time saying that it is delicious, and I feel the potential of pho.

At the same time as increasing the number of stores, COMPHO's future is to have many generations eat and make it a food culture in Japan.

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Deferred payments of up to 60 days

Pay for purchases by invoice. Payment via credit card is also accepted.

Deferred payments of up to 60 days

Pay for purchases by invoice. Payment via credit card is also accepted.

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