Indonesians have a deep-rooted love for carbohydrates. Rice, noodles, and flour-based foods are an integral part of daily life. This habit is hard to break, because carbohydrates are not just food—they’ve become part of the culture.

That’s where Mr. Ishii comes in, offering a carbohydrate solution that can still be enjoyed every day, but with fewer calories, more fiber, and better suited to the healthy lifestyles of Indonesians.