What Amateras does

Amateras (あまてらす株式会社) is a Japanese preventive medicine company founded in May 2008 by Watanabe Shigeru (渡辺茂), a former Astellas Pharma pharmacist, and headquartered in Tokyo's Minato-ku. The company targets health-conscious adults in Japan who experience symptoms such as declining body temperature, chronic fatigue, weakened immunity, digestive issues, and weight management challenges, positioning itself as a "medication-free pharmacy" focused on dietary prevention over pharmaceutical treatment. The founder has personally advised more than 10,000 individuals on health improvement over 12+ years, and the company claims a consumer base of more than 300,000 people nationwide consuming its flagship product.

The company's central product and technology is fermented germinated brown rice (めざめ玄米, mezame genmai), marketed as the most complete food after breast milk. The core product system pairs a proprietary rice preparation kit (brown rice, adzuki beans, and salt in specific ratios, priced at ¥3,218) with the Premium New Pressure Master SP Cuckoo rice cooker (model CRP-ST0605F, ¥79,750), which automates the precise temperature and timing controls required for optimal germination and fermentation. The portfolio extends to supplements including Shinpi (rice-husk-derived silica processed via quantum-mechanics ultra-fine powdering), fulvic acid, wild herb enzyme, calcium, and bundled starter sets for the body-temperature-rise and detox programs (¥27,000 each).

Amateras operates a direct-to-consumer model combining owned e-commerce (shop.amateras.jp), in-person and Zoom seminars, and a certified Meister partner network that conducts local seminars and resells products. Revenue streams include one-time hardware sales, recurring consumables, seminar fees (¥3,000-5,000 per event), and structured multi-month prevention programs (¥27,000-¥160,168). Distribution is exclusively domestic Japan, complemented by restaurant partnerships (Saishoku Kenbi, Tamana Shokudo, Enzyme Cafe Waon) and wellness venue collaborations. Marketing relies on LINE, email, Facebook, Instagram, YouTube, and a bestselling book, "The Three-Month Miracle of Fermented Germinated Brown Rice," which reached Amazon Japan new-release #1 and was advertised in Yomiuri Shimbun.

Name

Amateras

Legal name

あまてらす株式会社

Website

https://amateras.jp

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

51–100 employees

Short description

Amateras is a Japanese preventive health company that sells fermented germinated brown rice kits, specialized Cuckoo rice cookers, dietary supplements, and structured wellness programs to individual health-conscious consumers across Japan through direct-to-consumer e-commerce and a Meister partner network.

Ownership category

akta.pro rank

Product category

Health and Wellness Foods

NAICS

Food Manufacturing (311), Dried and Dehydrated Food Manufacturing (311423)

SIC

Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Canned Beans, Legumes & Pulses Manufacturing (AFAKACAC)

akta.pro secondary industry

Seaweed & Dried Vegetable Snacks Manufacturing (AFAKAIAI)

Keywords

• Fermented brown rice
• Preventive medicine
• Wellness supplements
• Detox programs
• Health seminars

Headquarters

HQ city

Yachimata

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations

Revenue model

1. Hardware Sales (Rice Cookers): Sale of specialized Cuckoo pressure rice cookers designed specifically for preparing fermented germinated brown rice. The Premium New pressure rice cookers (圧力名人) are sold at ¥79,750, with authorized dealer status (Registration No. 1012).
2. Food Products (Rice Kits and Supplements): Sale of rice preparation kits containing brown rice, adzuki beans, and salt in precise ratios, along with health supplements including Shinpi silica powder, fulvic acid, wild herb enzymes, and detox products.
3. Seminars and Programs: Revenue from seminar fees ranging from free to ¥5,000 for individual events, and ¥18,000 for 6-session courses. Premium programs like the 腸活D&D program and the 主食改善チャレンジコース generate ¥27,000 to ¥160,168.
4. Membership and Subscription Programs: Prevention medicine programs spanning 3-12 months offering comprehensive health guidance, with various membership tiers providing access to exclusive content, discounts on products and seminars, and ongoing support.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Amateras sells a complete fermented sprouted brown rice (mezame genmai) preparation system consisting of a proprietary ingredient kit (domestic brown rice, adzuki beans, and salt) and a specialized Cuckoo pressure rice cooker that automates the germination, fermentation, and cooking process. Beyond the core system, the company sells dietary supplements (Shinpi silica, fulvic acid, wild herb enzymes, calcium, enzyme blends), bundled wellness program starter sets for body temperature rise and detox, high-frequency sound wellness devices, and educational seminars together with prevention medicine membership programs.

Product overview

Amateras operates as a health and wellness company centered on fermented sprouted brown rice (めざめ米粉, mezame genmai) — a superfood considered the most complete food after breast milk. The core product line consists of the mezame genmai kit (containing brown rice, azuki beans, and salt for home preparation) and the Premium New Pressure Master Cuckoo (CRP-ST0605F) automated rice cooker, which together form the complete mezame genmai preparation system. The product portfolio extends to health supplements including Shinpi silica, fulvic acid, wild herb enzyme 萬葉, good bacteria calcium, and 体内の大工さん enzyme blend. Amateras also offers structured wellness programs — the 腸活D&D (intestinal health detox & diet) program and the 体温上昇 (body temperature rise) program — as starter sets, along with the 水琴五行 (Pisolino) high-frequency sound wellness device. A range of seminars (beauty detox, true health, Ikiatari-Batchiri) and the preventive medicine program provide education and services complementary to the product line.

Differentiator

Problem solved

Functional benefit

Products and services

• Mezame Genmai Kit (4合×1袋) A complete kit containing domestically sourced, pesticide-free brown rice (genmai), azuki beans, and salt needed to prepare fermented sprouted brown rice (mezame genmai). All ingredients are natural cultivation materials priced at ¥3,218 (8% consumption tax). Designed for individual consumers practicing the mezame genmai dietary lifestyle.
• Premium New Pressure Master Cuckoo Rice Cooker (CRP-ST0605F) Automated pressure rice cooker designed specifically for preparing mezame genmai (fermented sprouted brown rice). Features fully automatic germination, cooking, and warming cycles at the touch of one button. Available in Mat White and Urban Grey color variants. Price: ¥79,750 (effective December 26, 2025). Authorized dealer registration No. 1012.
• Shinpi (シリカ) Plant-Based Silica Supplement 100% plant-based silica supplement derived from pesticide-free rice husks. Developed using quantum mechanics-based ultra-micro powdering technology for cellular-level absorption. Marketed as a next-generation quantum health supplement supporting bones, joints, blood vessels, skin, hair, teeth, nails, and muscles.
• Body Temperature Rise Program Starter Set (体温上昇プログラムスターターセット) A bundled starter set for Amateras's body temperature rise program, comprising genmai powder (¥7,560), Body's Carpenter supplement (¥9,867), and Shinpi 30g (¥10,800). Total separate price ¥28,227; set price ¥27,000.
• Detox Program Starter Set (デラックスプログラムスターターセット) A bundled starter set for Amateras's detox program, comprising tongue scraper (¥6,600), Nelu Nelu tape (¥1,100), plant fermentation original liquid (¥10,120), mezame genmai powder (¥10,348), and non-heated wild herb enzyme product (¥12,650). Total separate price ¥40,818.
• Fulvic Acid (フルボ酸) Original Liquid 100% organic fulvic acid original liquid. A single bottle is equivalent to 30 bottles of EM bacteria (500x diluted solution), providing detox support and cellular-level repair adjustment. Price: ¥12,650.
• Non-Heated Wild Herb Enzyme Concentrate (野草酵素 万葉 濃縮練り) Non-heated wild herb enzyme paste made from approximately 80 types of raw materials including wild herbs, vegetables, fruits, and seaweed, fermented and aged in ceramic vessels for 1-1.5 years, then concentrated. Supports intestinal environment through live enzyme activity.
• Good Bacteria Calcium (善玉カルシウム) Inactive weathered shell calcium supplement sourced from natural origin. Designed for easy absorption to support healthy bone formation. Price: ¥19,440.
• Pisolino Water Chime Five Elements (水琴五行) Water chime instrument (Pisolino) that produces high-frequency sound through water droplets resonating in a ceramic vessel. Uses a German-made silent circulation pump to create adjustable micro water flows producing pleasant tones and high-frequency sounds for wellness and relaxation. Available in Black and Orange. Size: 380×380×500mm, weight: 23kg. Price: ¥290,950.
• Amateras Koji Powder (あまてらす糀パウダー) Domestic koji powder (50g) processed from domestically produced koji into a fine powder. An additive-free beauty product suitable for skin care from infants to elderly, men and women. Price: ¥8,678.
• Body's Carpenter (体内の大工さん) Enzyme Blend Supplement A blended natural food supplement combining brown rice enzyme, high-pressure heated brown rice, and sprouted brown rice. Designed to provide the same components as fermented sprouted brown rice in a convenient form for travel or when the full rice preparation is not available. Price: ¥9,867.
• Health Seminars (真健康セミナー, 美活デラックスセミナー, 行き当たりバッチリセミナー) Regular educational seminars conducted in-person at the Tokyo Seminar Room and online via Zoom, covering topics such as dietary improvement (真健康セミナー), beauty detox integrating Ayurveda, yoga and breathing (美活デラックスセミナー), and mindset for the Age of Wind (行き当たりバッチリセミナー). Pricing ranges from free (for members and first-time registrants) to ¥5,000 for individual seminars with food tasting; ¥3,000 for video-only; ¥18,000 for 6-session courses.
• Amateras Preventive Medicine Program (腸活D&D and 体温上昇 courses) Comprehensive prevention medicine membership programs including the 腸活D&D (intestinal health detox and diet) program and 体温上昇 (body temperature rise) program, combining dietary improvement, detoxification, intestinal health, body temperature rise, and immune system enhancement. The Staple Food Improvement Challenge Course (主食改善チャレンジコース) priced at ¥160,168 (¥110,268 course fee + ¥49,900 participation fee) includes the Premium New pressure rice cooker and 3-month program support. Membership tiers provide exclusive content, discounts, and ongoing support. The WIK Awakening Program was added in 2025 to extend coverage to spiritual wellness.

Quantifiable outcome

• 1 in 2 Japanese people will develop cancer; 1 in 3 will develop diabetes - illustrating the scale of health issues Amateras addresses
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Partnerships

Six partnerships are on record, tiered minor and core.

• Restaurant 菜食健美 (Saishoku Kenbi)minorChannel Partner/ Reseller/ DistributorRestaurant venue partnership for hosting seminars and events. Provides space for health seminars and cooking demonstrations featuring Amateras products.
• Restaurant たまな食堂minorChannel Partner/ Reseller/ DistributorHealth-focused restaurant serving organic and pesticide-free ingredients, offering めざめ玄米粉 and traditional Japanese grain-based cuisine.
• Enzyme Cafe Waon (酵素カフェわおん)minorChannel Partner/ Reseller/ DistributorEnzyme and macrobiotic restaurant offering handmade enzyme drinks and health-focused meals, collaborating on events and seminars.
• Yoga Studios and Wellness PartnersminorChannel Partner/ Reseller/ DistributorVarious yoga studios and wellness facilities that partner with Amateras for health seminars, cooking classes, and detoxification programs.
• Hot Spring Inn Fujiya (ふじ屋旅館)minorStrategic or Co-development PartnerHot spring inn in Yamagata prefecture that collaborated on detox retreat programs combining Onsen bathing, macrobiotic meals, and Amateras health protocols.
• WIK-Japan (一般財団法人WIK-Japan)coreStrategic or Co-development PartnerFoundation focused on WIK (Heart Excitement W, Body Vitality I, Soul Brilliance K) diet research. Amateras represents this organization in promoting grain-based vegetarian cuisine. Founder Watanabe serves as director.

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• FANCL Corporation: Major Japanese DTC supplement and health-food company with broad portfolio across vitamins, supplements, and skincare. Comparable in scale and DTC model, though far larger and broader in scope than Amateras's mezame genmai niche.
• Kobayashi Pharmaceutical: Listed Japanese OTC pharmaceutical and supplement company with strong OTC/DTC brand presence. Comparable as a Japanese consumer health player focused on self-medication and lifestyle health, though much larger and more diversified.
• Kamedaseika (Kameda Seika): Major Japanese rice-based snack manufacturer (rice crackers, senbei). Comparable in grain-centric Japanese food manufacturing and nationwide retail distribution, though operates in adjacent (snack) category.
• Itoen (Ito En): Major Japanese tea and beverage company with significant natural/organic product positioning. Comparable as a Japan-focused, nature-anchored health consumer brand, though built around beverages rather than grains.
• DHC Corporation: Large Japanese direct-sales supplement and personal-care brand with catalogue-driven e-commerce. Comparable consumer base, health-product mix, and DTC marketing approach, but operating at much greater scale and breadth.
• Kirin Holdings (Wellness/Salada brand): Large Japanese beverage/FMCG major with tea and natural-product wellness brands. Comparable as a Japan-based health and natural-food brand owner at much larger scale.

Others

• Cuckoo (Cuckoo Electronics): Korean manufacturer of premium pressure rice cookers, including the CRP-ST0605F model sold by Amateras. Critical hardware supplier and partial category competitor in the rice-cooker space.

Emerging players

• Genmaicha.com / Yamamotoyama: Heritage Japanese rice and grain-based product brands (brown rice, genmaicha). Comparable in grain-based Japanese health-food positioning, though more conventional retail distribution.
• Avex Wellness (subset of Avex Group wellness initiatives): Japanese wellness/health-content brands using founder and content-driven marketing. Comparable in the founder-led content-to-product wellness marketing playbook that Amateras uses through seminars and book IP.

Regional players

• Kenkou.com / Kenkoudl (Daikoku Drug affiliate): Japanese health-food e-commerce specialty retailer selling supplements and natural foods. Comparable as a Japan-focused health-products e-commerce destination, though primarily a retailer rather than branded manufacturer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/amateras.jp
• Instagraminstagram.com/mezame_brownrice

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Amateras