kontextmaschine:

Who is the target market for minute rice, anyway? Who is like “I want to make rice, if only the process weren’t so complicated and time-consuming”?

Getting a lot of pushback focusing on microwaveability. Fair enough! My sense of instant rice comes from going to the supermarket with my mom as a kid, back before microwave adoption was universal enough for mass-market semiprepared foods to be microwave-formulated! (Popcorn used to come in tinfoil pie tins you’d heat directly on the stove and then the paper top would expand with hot air like a kernel itself.)