🎯 Purpose:

Frame the inconvenience discovery and articulate the why now and why you.

🧱 Section Foundation

As the founder, I (Raven) noticed a recurring friction: I needed rice — fast, clean, one-serving only — and yet there was no product built for this use case in the local Philippine context. Not in Airbnb kitchens. Not in late-night work sprints. Not when recovering from a storm or prepping for a trip.

The cultural contradiction was glaring: Rice is our default food, but there’s no default way to cook it quickly.

I did find microwaveable instant rice in Korean and Japanese grocery aisles — sleek, convenient, but ultimately unusable for the average Filipino. Why? Because most households still don’t own a microwave. Even among middle-class families, it’s not a guaranteed appliance. Among low-income households, it’s rare. That observation shifted the design criteria: This product can’t assume tech. It needs to work like noodles. Just hot water. That’s it.

🌍 Market Context (Value-Relevant)

The Philippines is a rice-loving, disaster-prone, convenience-seeking country — but our tools haven’t caught up to our lifestyles.

• The majority of Filipino households still cook using LPG or basic electric stoves.
• In urban rental units, many don’t allow rice cookers or have space for one
• Nearly every sari-sari store stocks instant noodles, biscuits, and canned sardines — but no instant rice options