Sendai Station is a highly competitive market for ekiben, offering an extensive selection of boxed lunches ranging from meat-based options—led by beef tongue—to seafood specialties like the famous harakomeshi. It’s not uncommon for multiple vendors to sell similar ekiben, which only serves to underscore the high standard of the offerings.
This time, at Sendai Station, I decided to try “Sendai Beef Hitomebore.” Apparently, the name “Sendai Beef” is reserved exclusively for A5 and B5-grade Japanese Black cattle raised and produced within Miyagi Prefecture. “Hitomebore” is, of course, a well-known brand of rice originating from Miyagi Prefecture. This ekiben features a simple name that combines two ingredients Miyagi Prefecture is proud of.
The simmered Sendai beef, packed tightly on top of the rice, is a simple dish made of 100% beef—with absolutely no vegetables or shirataki noodles. It’s said to have Sendai miso and honey as secret ingredients, giving it a fairly sweet flavor. Even so, you can still fully savor the rich, lean flavor of the beef, and it’s well-balanced with the sweetness of the fat—truly showcasing the appeal of a meat-based ekiben.
On the other hand, the Hitomebore rice is well-balanced, without any overpowering sweetness or stickiness. While the name “Sendai Beef Hitomebore” might suggest a dual-lead dynamic, the rice actually plays the role of a supporting actor, subtly bringing out the meat’s unique character. The appeal of this ekiben likely lies in the simple pleasure of eating this combination over and over again.
The large, pink salt-pickled daikon radish has a subtle sweetness, while the soy sauce-pickled cucumbers and mountain wood ear mushrooms have a hint of sesame flavor. Each is mild in flavor, and their light seasoning and crisp texture add a nice touch to the entire bento.
By the way, the illustration featured on the packaging alongside the company name is of Asei Kobayashi, a composer who is also known as an actor and TV personality. He has served as the brand ambassador since 1975, when he composed the jingle for “Kobayashi,” the company that manufactures and sells this ekiben. There’s no personal connection—it’s simply because they share the same last name—but Asei Kobayashi does certainly look like the type who eats a lot of rice, so in that sense, he’s the perfect fit for the image.
Younger people may not be familiar with him, but the FamilyMart sound logo—“With you, at the convenience store, FamilyMart♪”—and the Hitachi Group’s commercial jingle, “What kind of tree is this? I wonder what kind of tree it is?♪,” were both composed by Asei Kobayashi.
When you spot this illustration at a bento shop in Sendai Station, it might be nice to take a moment to think about one of Japan’s most famous composers.
© Source travel watch