AZUME_pan+kop1

The AZUME Ceramic Ricecooker
Tasty, Easy, Beautiful.

Design: Ben Oostrum

Estimated delivery: december 2016

REALLY TASTEFUL RICE.
Really tasteful rice completes a meal. Unfortunately, rice is often just a basic side dish. And that is a missed opportunity. With the AZUME Ceramic Rice Cooker none of the flavours will be lost.

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Why

Why

There are many ways of cooking rice. But do they all bring out the best in the rice? During my travels in Japan and China I got to eat rice that had much more flavour than I had ever tasted before. I decided I would design a pot myself, to cook delicious rice easily.

What

What

The AZUME Ceramic Rice Cooker is the result. An elegant pot that is practical and affordable. Rice is especially suited for cooking in ceramics. Of course, you could use an electric rice cooker, but who needs extra cords and plugs in the kitchen? Ceramics is also very sustainable in production and use. No plastic parts or electronic parts that can break down.  A ceramic rice cooker will last you a life time, much longer than any electric rice cooker. Cooking in ceramics is a lot of fun as well. It always works out and the thick bottom prevents the rice from burning. The rice doesn’t just taste delicious; it looks great as well. Instead of a basic side dish, this rice will complete your meal.

How

How

Four years ago, the first design sketch was on the table. In the past four years the design has been perfected to the best possible form. A lot of partners, including manufacturers, chefs and marketers, have contributed to the final product.

THE RICE AND THE POT

Afbeelding-Azume-Home

PROMOTION

Kickstarter promotion video
We started the Kickstarter Crowdfunding Campaign. See the AZUME Rice Cooker in action here!

On TV on Koffietijd
The AZUME has been on live tv. Jinai Looi was invited to cook at the show and talked about our AZUME. You can watch the video with Jinai and the AZUME here.

TYPES OF RICE

There are many types of rice, and the preparation differs for each type. All types of rice can be cooked in the AZUME Ceramic Rice Cooker and you will always get the best result.

Rice is a grass, like all grains, and the most important food group for a big part of the world. Not only in Asia, but all over the world people eat rice. It is said that wild rice is originally from Australia. About 13.000 to 8.000 years ago the rice spread from East Asia to South-East Asia and South Asia, and eventually through West Asia to Europe. European colonization lead rice to America.

White
Rice

Witte-rijst

With white rice the grain is stripped from the husk and bran. That is called the milling of the rice. Then the rice is polished by grinding the grains together, which removes the bran.

Brown
Rice

Zilvervliesrijst

Brown rice is unprocessed rice. A lot of nutrients remain in this rice, but this also makes it harder to digest. Brown rice has a light nutty flavour.

Parboiled
Rice

Snelkookrijst

This is pre-boiled rice. This shortens the cooking time slightly but it comes at the expense of the taste and nutrients. I wouldn’t mind if parboiled rice disappears from the shops.

Pandan rice or
Jasmin Rice

Pandan-of-jasmijnrijst

These rice types from Thailand have a long grain and smell delicious. Originally the taste comes from the pandanleave. Especially suitable for Thai curries and other Asian dishes.

Basmati
rice

Basmati-rijst

A long grain rice from the north of India. Basmati comes from the Sanskrit “vasmati” (fragrant). Basmati is similar to Pandan, but the grain is longer and drier. Delicous with Indian dishes, but it is an easy rice that combines well with many dishes.

Black
rice

Zwarte-rijst

A Chinese rice which is also known as ‘forbidden rice’ because it was originally reserved for the Emperor. It is a whole grain rice, firm and rich in flavour with a beautiful dark purple colour. Black rice cannot be prepared in an electric rice cooker but is delicious when cooked in the AZUME.

Bomba
rice

Bomba-rijst

A type of rice that is used a lot in Spain, for paella. Bomba is a short, round grain that absorbs twice the fluid of long grain rice without getting sticky.

Red (Thai)
rice

Rode-rijst

A long grain rice from Thailand. It is similar to Jasmin rice but it hasn’t been milled, so it is a type of brown rice.

Sushi
rice

Sushirijst

This short grain rice is a real sticky rice. This makes it ideal for sushi, but also if you want to eat with chopsticks. Goes well with Japanese dishes.

Risotto
rice

Risotto-rijst

This is often Italian Arborio rice of Carnaroli rice. Besides risotto you can also use this type for really good rice pudding.

BASIC RECIPE FOR RICE

Basic Recipe

  • Rinse the rice thoroughly until the water is clear (at least three times)
  • Measure the right amount of water: depending on the type of rice that will be approximately 1,25/1,5 cup of water for 1 cup of rice.
  • Add salt of stock powder for flavour and let the rice soak for 30 minutes.
  • Place the pan on the smallest burner, at the highest fire. As soon as the water is boiling, turn the fire down and let the rice simmer for 8 minutes.
  • After 8 minutes, turn the stove off and let the rice steam in the pan for 12 minutes. Don’t lift the lid and don’t stir the rice. Let the Azume do it’s job.
  • After 12 minutes you can stir the beautiful, light and tasteful rice.
  • Because ceramics hold the heat very well, the rice won’t cool down too much while you finish the rest of the meal.

DESIGN DEVELOPMENT

Ben Oostrum,
a Dutch designer of interior products such as the Crosslight, be-Happy and Hoppy. He has won multiple awards including the Red Dot Award. Lately the focus of his work is on kitchen products. His enthusiasm for rice quickly attracted this AZUME-team, who all share a passion for good food and beautiful kitchen products.

Ben Oostrum

Rob Smith en Mart Hulspas,
van L5 communicatie + design zijn concepters voor marketing en design en werken ruim 30 jaar voor uiteenlopende campagnes. Zij hebben net als Ben Oostrum een scherp oog voor de boodschap achter een product. Want de beleving van koken en kwaliteit van kookgerei is onlosmakelijk verbonden met elkaar. En dat moet afstralen van alle visuele middelen waarmee AZUME de harten van de kookliefhebbers zal veroveren.

Rob Smith en Mart Hulspas van L5

Hans Oostrum, Alain de Kruijff en Vera Groen,

van Studio Oostrum zijn absolute beeld-professionals. Gepassioneerde vakmensen die naast dat ze verantwoordelijk zijn voor alle fotografie en film ook nog eens veel inbreng hebben gehad in het gehele AZUME project.

Studio oostrum Den Haag

SPECS

TASTE

The authentic taste of rice


In ceramics the rice stays warm and light

The rims on the inside of the lid make sure that any steam that condensates will drip nicely on the surface of the rice, which prevents the top layer from drying out.

Ceramics won’t give off any taste like metal often does.

DESIGN
Tasteful rice should be presented tastefully

The Azume Ceramic Rice Cooker is an elegant, stylish pan and a fine object for your kitchen and dining table.

The colour of the pan contrasts nicely with the rice and remains beautiful while using it on fire, you will not see the soot.

The pan has a manageable size (2 to 4 persons)

A beautiful detail is the bamboo rice scoop, which you store with the pan


The AZUME is suitable for all heat sources except induction

SUSTAINABLE
We are eco friendly

The Azume Ceramic Rice Cooker doesn’t use electricity and only needs a short time on the stove.

The pan will last a lifetime. There are still Chinese ceramic pots from 4000 years ago. An electric rice cooker definitely won’t make that

PRACTICLE

The benefits of
the AZUME

Suited for all types of rice

Including bamboo rice scoop

No plugs and cords on the countertop

The AZUME takes up little space


The AZUME is dishwasher proof (the bamboo scoop is not)

The handles give good grip and don’t get hot

The lid lies deep in the pan so if the water boils over it will drip back into the pan, and not all over your stove.

The pan is microwave proof

A CROWN JEWEL FOR YOUR KITCHEN

TECHNISCHE GEGEVENS

Measurements:
ø 180 x 180 mm

Material:
Flameproof ceramics

Foodsafe:
The glaze has been tested and is food safe.

Color:
antracite grey

AZUME-info-pageA4-450
AZUME Keramische Rijstkoker

CONTACT

Azume
Ben Oostrum

Weerestraat 3
3044 BG  Rotterdam
the Netherlands
mob +31 (0)6 26064354

info@azume.kitchen

AZUME The authentic taste of rice.

THANK YOU FOR VISITING OUR SITE,

いただきます
(itadakimasu)

The Azume Team

ORDER YOUR AZUME CERAMIC RICE COOKER HERE!

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