The not so humble rice cake If you read the back of other itsu products you will notice we are not afraid of a bit of self-promotion. You might see a "hand-crafted" here or a "restaurant quality" there. But we've let our rice cakes speak for themselves. We could tell you they are made in the foothills of the Italian Alps, or that the family who make them have been doing it for over 100 years. Then again, anyone who's ever tried one of our rice cakes will know we don't need to go on about it.