No matter how hard we tried, rice cooked in a saucepan just wasn’t the same! After some really disastrous purchases of non-fuzzy logic rice cookers, which rather than cooking the perfect rice we were looking for, just spat out starchy water all over our kitchen worktop, we bought a Zojirushi fuzzy logic rice cooker and it changed the way we cook completely. This is how Yum Asia began.

In the early 2000s we dreamed up the idea of introducing Zojirushi premium rice cooker technologies to the UK, Europe and where ever there was an unmet need of good rice cookers with a plentiful supply of rice lovers. We then soon realised that it wasn’t just us that had been tired of poor quality rice cookers that broke after a few uses or were too basic to meet our perfect rice cooking demands. We scaled up our operations from the UK to the whole of Europe shipping hundreds of rice cookers at a rate we sometimes struggled to keep up. 10 years later our sales were doing great but having worked with Zojirushi for so long we began to see where we could improve and build on their solid foundation. We noticed that certain functions, features, styling and price points were missing from the Zojirushi range which is why we decided to start researching and developing our own rice cookers.