What began as a humble invention during Israel’s austerity era has officially become an international success story. “Ptitim,” or Israeli couscous, originally created in the 1950s as an affordable substitute for rice and pasta, has since evolved from a simple household staple into a gourmet ingredient embraced by chefs around the world.
The journey reached a new milestone as Asif’s Israeli Couscous arrived at Costco Japan, where it has already attracted positive coverage in local food media. Japanese reviewers praised its versatility, its clean flavor, and the ease of preparing it in a rice cooker, just like rice.
Asif’s version stands out for its clean ingredients, beautiful pearl-shaped grains, and its ability to absorb flavors while maintaining a delicate, satisfying bite. It’s a product that adapts seamlessly to Mediterranean dishes, Asian-style broths, salads, and warm bowls.
A Japanese food publication described it this way,
“The texture is like a cross between pasta and mochi rice, pleasantly chewy and surprisingly familiar to the Japanese palate.”
(HubMedia Japan, 2025)
Sometimes it takes a pair of fresh eyes, unburdened by cultural assumptions, to see a product in a new light, and seeing Israeli couscous rediscovered, and celebrated, in Japan is exactly that moment. We’re genuinely excited to witness this transformation.