{"id":309,"date":"2026-05-23T15:42:30","date_gmt":"2026-05-23T14:42:30","guid":{"rendered":"https:\/\/www.ricecookers.co.uk\/?page_id=309"},"modified":"2026-06-07T21:03:13","modified_gmt":"2026-06-07T20:03:13","slug":"zojirushi-ns-tsq10-vs-yum-asia-fuji-2026","status":"publish","type":"page","link":"https:\/\/www.ricecookers.co.uk\/index.php\/zojirushi-ns-tsq10-vs-yum-asia-fuji-2026\/","title":{"rendered":"Zojirushi NS\u2011TSQ10 vs Yum Asia Fuji (2026)"},"content":{"rendered":"\n<h1 class=\"wp-block-heading\"><strong>Which Premium Rice Cooker Is Better?<\/strong><\/h1>\n\n\n\n<p class=\"wp-block-paragraph\">Choosing between the <strong>Zojirushi NS\u2011TSQ10<\/strong> and the <strong>Yum Asia Fuji<\/strong> is a classic dilemma for UK buyers who want top\u2011tier rice quality. Both use advanced fuzzy\u2011logic technology, both deliver exceptional results, and both are built to last \u2014 but they\u2019re not identical.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This comparison breaks down the differences so you can choose the right premium cooker for your kitchen.<\/p>\n\n\n\n<h1 class=\"wp-block-heading\">\u2b50 Quick Verdict<\/h1>\n\n\n\n<p class=\"wp-block-paragraph\">Both are outstanding, but they shine in different ways:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Zojirushi NS\u2011TSQ10<\/strong> \u2192 Best overall rice quality, best long\u2011term reliability, and the most refined cooking performance.<\/li>\n\n\n\n<li><strong>Yum Asia Fuji<\/strong> \u2192 Better value for UK buyers, more modern features, and a lower price for similar performance.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">If you want <strong>the absolute best rice<\/strong>, choose <strong>Zojirushi<\/strong>. If you want <strong>90% of Zojirushi performance for less money<\/strong>, choose <strong>Fuji<\/strong>.<\/p>\n\n\n\n<h1 class=\"wp-block-heading\">\ud83d\udd0d Side\u2011by\u2011Side Comparison<\/h1>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Feature<\/th><th><strong>Zojirushi NS\u2011TSQ10<\/strong><\/th><th><strong>Yum Asia Fuji<\/strong><\/th><\/tr><\/thead><tbody><tr><td>Capacity<\/td><td>1.0\u202fL<\/td><td>1.0\u202fL<\/td><\/tr><tr><td>Technology<\/td><td>Advanced fuzzy logic<\/td><td>Advanced fuzzy logic<\/td><\/tr><tr><td>Heating<\/td><td>Multi\u2011stage micro\u2011computer<\/td><td>7\u2011phase fuzzy logic<\/td><\/tr><tr><td>Bowl<\/td><td>Thick non\u2011stick<\/td><td>Ninja Ceramic bowl<\/td><\/tr><tr><td>Modes<\/td><td>White, Brown, Sushi, Porridge, Quick, Mixed<\/td><td>White, Brown, Sushi, Porridge, Slow Cook, Steam<\/td><\/tr><tr><td>Keep Warm<\/td><td>Standard + Extended<\/td><td>Standard + Smart Keep Warm<\/td><\/tr><tr><td>Build Quality<\/td><td>Premium Japanese<\/td><td>Premium UK\u2011designed<\/td><\/tr><tr><td>Price<\/td><td>Higher<\/td><td>Lower<\/td><\/tr><tr><td>Best For<\/td><td>Perfectionists<\/td><td>Value\u2011focused premium buyers<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h1 class=\"wp-block-heading\">\ud83c\udfc6 Rice Quality<\/h1>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Zojirushi NS\u2011TSQ10<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Zojirushi is the gold standard for rice texture. The grains come out perfectly fluffy, evenly cooked, and consistent every time. Sushi rice is especially impressive.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Yum Asia Fuji<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Very close to Zojirushi \u2014 fluffy, consistent, and excellent for white and brown rice. Slightly less refined on sushi rice, but still outstanding.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Winner:<\/strong> <strong>Zojirushi NS\u2011TSQ10<\/strong> (But Fuji is extremely close.)<\/p>\n\n\n\n<h1 class=\"wp-block-heading\">\ud83e\uddf1 Build Quality<\/h1>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Zojirushi NS\u2011TSQ10<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Feels like a tank. Thick bowl, solid lid, premium materials, and famously long\u2011lasting.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Yum Asia Fuji<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Excellent build quality with a modern design and a superb ceramic bowl. Slightly lighter overall.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Winner:<\/strong> <strong>Zojirushi<\/strong> (But Fuji\u2019s ceramic bowl is arguably nicer.)<\/p>\n\n\n\n<h1 class=\"wp-block-heading\">\u2699\ufe0f Features &amp; Cooking Modes<\/h1>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Zojirushi NS\u2011TSQ10<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Focused on precision rice cooking. Fewer modes, but each one is perfected.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Yum Asia Fuji<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">More versatile \u2014 includes slow cook, steam, and extra presets.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Winner:<\/strong> <strong>Yum Asia Fuji<\/strong> (More modes and more flexibility.)<\/p>\n\n\n\n<h1 class=\"wp-block-heading\">\ud83d\udd0a Ease of Use<\/h1>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Zojirushi<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Simple, reliable, and intuitive. Classic Japanese design.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Fuji<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">More modern interface, clearer display, and easier menu navigation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Winner:<\/strong> <strong>Yum Asia Fuji<\/strong><\/p>\n\n\n\n<h1 class=\"wp-block-heading\">\ud83d\udcb7 Price &amp; Value<\/h1>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Zojirushi<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Premium price for premium performance.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Fuji<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Better value for UK buyers \u2014 similar performance at a lower cost.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Winner:<\/strong> <strong>Yum Asia Fuji<\/strong><\/p>\n\n\n\n<h1 class=\"wp-block-heading\">\ud83d\udc68\u200d\ud83d\udc69\u200d\ud83d\udc67 Who Should Buy Which?<\/h1>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Choose the Zojirushi NS\u2011TSQ10 if you want:<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The absolute best rice quality<\/li>\n\n\n\n<li>A cooker that will last 10+ years<\/li>\n\n\n\n<li>The most consistent results across all rice types<\/li>\n\n\n\n<li>A premium Japanese brand with a legendary reputation<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Choose the Yum Asia Fuji if you want:<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Premium performance at a lower price<\/li>\n\n\n\n<li>A modern interface and more cooking modes<\/li>\n\n\n\n<li>A ceramic bowl instead of traditional non\u2011stick<\/li>\n\n\n\n<li>A UK\u2011focused brand with great support<\/li>\n<\/ul>\n\n\n\n<h1 class=\"wp-block-heading\">\u2b50 Final Verdict<\/h1>\n\n\n\n<p class=\"wp-block-paragraph\">Both the <strong>Zojirushi NS\u2011TSQ10<\/strong> and the <strong>Yum Asia Fuji<\/strong> are exceptional rice cookers. Zojirushi wins on pure rice quality and long\u2011term durability, while Fuji wins on value, features, and modern design.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You can\u2019t go wrong with either \u2014 it simply depends on whether you prioritise <strong>perfection<\/strong> or <strong>value<\/strong>.<\/p>\n\n\n\n<h1 class=\"wp-block-heading\">\ud83d\uded2 Buy on Amazon<\/h1>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Zojirushi NS\u2011TSQ10<\/strong><\/h3>\n\n\n\n<div class=\"aawp\">\n\n            \n            \n<div class=\"aawp-product aawp-product--horizontal\"  data-aawp-product-asin=\"B00OMB4Z5E\" data-aawp-product-id=\"37\" data-aawp-tracking-id=\"omnialgroup-21\" data-aawp-product-title=\"ZOJIRUSHI Rice Cooker NS-TSQ10 Stainless Steel Brown 220-230V  Stainless Steel Brown\">\n\n    \n    <div class=\"aawp-product__thumb\">\n        <a class=\"aawp-product__image-link\"\n           href=\"https:\/\/www.amazon.co.uk\/dp\/B00OMB4Z5E?tag=omnialgroup-21&linkCode=ogi&th=1&psc=1\" title=\"ZOJIRUSHI Rice Cooker NS-TSQ10 Stainless Steel Brown, 220-230V (Stainless Steel Brown)\" rel=\"nofollow noopener sponsored\" target=\"_blank\">\n            <img decoding=\"async\" class=\"aawp-product__image\" src=\"https:\/\/m.media-amazon.com\/images\/I\/41jUG8Au6AL._SL160_.jpg\" alt=\"ZOJIRUSHI Rice Cooker NS-TSQ10 Stainless Steel Brown, 220-230V (Stainless Steel Brown)\"  \/>\n        <\/a>\n\n            <\/div>\n\n    <div class=\"aawp-product__content\">\n        <a class=\"aawp-product__title\" href=\"https:\/\/www.amazon.co.uk\/dp\/B00OMB4Z5E?tag=omnialgroup-21&linkCode=ogi&th=1&psc=1\" title=\"ZOJIRUSHI Rice Cooker NS-TSQ10 Stainless Steel Brown, 220-230V (Stainless Steel Brown)\" rel=\"nofollow noopener sponsored\" target=\"_blank\">\n            ZOJIRUSHI Rice Cooker NS-TSQ10 Stainless Steel Brown, 220-230V (Stainless Steel Brown)        <\/a>\n        <div class=\"aawp-product__description\">\n                    <\/div>\n    <\/div>\n\n    <div class=\"aawp-product__footer\">\n\n        <div class=\"aawp-product__pricing\">\n            \n                            <span class=\"aawp-product__price aawp-product__price--current\">&#163;259.99<\/span>\n            \n                    <\/div>\n\n                <a class=\"aawp-button aawp-button--buy aawp-button aawp-button--amazon aawp-button--icon aawp-button--icon-black\" href=\"https:\/\/www.amazon.co.uk\/dp\/B00OMB4Z5E?tag=omnialgroup-21&#038;linkCode=ogi&#038;th=1&#038;psc=1\" title=\"Buy on Amazon\" target=\"_blank\" rel=\"nofollow noopener sponsored\">Buy on Amazon<\/a>\n            <\/div>\n\n<\/div>\n\n    \n<\/div>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Yum Asia Fuji<\/strong><\/h3>\n\n\n\n<div class=\"aawp\">\n\n            \n            \n<div class=\"aawp-product aawp-product--horizontal\"  data-aawp-product-asin=\"B0DR7KNQ6Q\" data-aawp-product-id=\"42\" data-aawp-tracking-id=\"omnialgroup-21\" data-aawp-product-title=\"Yum Asia Fuji Rice Cooker With Induction Heating  IH  And Joubu Ceramic Coated Bowl  5 cups 1 litre  5 Rice Cooking Functions 4 Multicooker Functions Hidden LED Display 220-240V UK Plug\">\n\n    \n    <div class=\"aawp-product__thumb\">\n        <a class=\"aawp-product__image-link\"\n           href=\"https:\/\/www.amazon.co.uk\/dp\/B0DR7KNQ6Q?tag=omnialgroup-21\" title=\"Yum Asia Fuji Rice Cooker With Induction Heating (IH) And Joubu Ceramic Coated Bowl (5 cups, 1 litre) 5 Rice Cooking Functions, 4 Multicooker Functions, Hidden LED Display, 220-240V UK Plug\" rel=\"nofollow noopener sponsored\" target=\"_blank\">\n            <img decoding=\"async\" class=\"aawp-product__image\" src=\"https:\/\/m.media-amazon.com\/images\/I\/51AiRktvGxL._SL160_.jpg\" alt=\"Yum Asia Fuji Rice Cooker With Induction Heating (IH) And Joubu Ceramic Coated Bowl (5 cups, 1 litre) 5 Rice Cooking Functions, 4 Multicooker Functions, Hidden LED Display, 220-240V UK Plug\"  \/>\n        <\/a>\n\n            <\/div>\n\n    <div class=\"aawp-product__content\">\n        <a class=\"aawp-product__title\" href=\"https:\/\/www.amazon.co.uk\/dp\/B0DR7KNQ6Q?tag=omnialgroup-21\" title=\"Yum Asia Fuji Rice Cooker With Induction Heating (IH) And Joubu Ceramic Coated Bowl (5 cups, 1 litre) 5 Rice Cooking Functions, 4 Multicooker Functions, Hidden LED Display, 220-240V UK Plug\" rel=\"nofollow noopener sponsored\" target=\"_blank\">\n            Yum Asia Fuji Rice Cooker With Induction Heating (IH) And Joubu Ceramic Coated Bowl (5 cups, 1 litre) 5 Rice Cooking Functions, 4 Multicooker Functions, Hidden LED Display, 220-240V UK Plug        <\/a>\n        <div class=\"aawp-product__description\">\n            <ul><li>UMAI INDUCTION HEATING (IH) RICE COOKER TECHNOLOGY - UMAI (smart brain) is a highly advanced IH phased rice cooking system that ensures perfect rice cooking of all rice grains with tailored useful multifunction functions including steam, porridge, slow cook, yoghurt settings. 24 hour preset timer and 24 hours keep warm features<\/li><li>PROFESSIONAL RICE COOKING - White rice\/long grain, short grain\/sushi, brown rice, GABA and Yumami (extra taste) settings. Multi-phased cooking cycles to automatically achieve the best taste, texture, nutrition and aroma with remaining rice cooking time using LOOP COUNTDOWN<\/li><li>ULTRA MODERN SOPHISTICATED IN DESIGN - 'Hidden Under' LED display with hybrid press and touch buttons contained in a matte light wood effect panel on top of a luxurious white matte body with traditional style carry handles<\/li><li>JOUBU 3MM CERAMIC COATED INNER BOWL - Healthy durable cooking with clear silk print rice measurement lines. Includes multilanguage instruction manual, steaming basket, measuring cup, rice spatula and soup ladle<\/li><li>A 1ST FOR THE UK AND EUROPE BY 'YUM ASIA' THE RICE COOKER EXPERTS - 5 cup capacity of uncooked rice (1-6 people), 1 Litre, 220-240V, 50Hz with 3 pin UK detachable power cord. INCLUDES OUR OUTSTANDING 2 YEAR WARRANTY!<\/li><\/ul>        <\/div>\n    <\/div>\n\n    <div class=\"aawp-product__footer\">\n\n        <div class=\"aawp-product__pricing\">\n            \n                            <span class=\"aawp-product__price aawp-product__price--current\">&#163;209.90<\/span>\n            \n            <a href=\"https:\/\/www.amazon.co.uk\/gp\/prime\/?tag=omnialgroup-21\" title=\"Amazon Prime\" rel=\"nofollow noopener sponsored\" target=\"_blank\" class=\"aawp-check-prime\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.ricecookers.co.uk\/wp-content\/plugins\/aawp\/assets\/img\/icon-check-prime.svg\" height=\"16\" width=\"55\" alt=\"Amazon Prime\" \/><\/a>        <\/div>\n\n                <a class=\"aawp-button aawp-button--buy aawp-button aawp-button--amazon aawp-button--icon aawp-button--icon-black\" href=\"https:\/\/www.amazon.co.uk\/dp\/B0DR7KNQ6Q?tag=omnialgroup-21\" title=\"Buy on Amazon\" target=\"_blank\" rel=\"nofollow noopener sponsored\">Buy on Amazon<\/a>\n            <\/div>\n\n<\/div>\n\n    \n<\/div>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Related Comparisons<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Tefal RK1568 vs Russell Hobbs 27020<\/strong><\/li>\n\n\n\n<li><strong>Toshiba TRCS01 vs Tefal RK1568<\/strong><\/li>\n\n\n\n<li><strong>Yum Asia Panda vs Russell Hobbs 27020<\/strong><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Related Reviews<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Zojirushi NS\u2011TSQ10 Review<\/strong><\/li>\n\n\n\n<li><strong>Yum Asia Fuji Review<\/strong><\/li>\n\n\n\n<li><strong>Yum Asia Panda Review<\/strong><\/li>\n\n\n\n<li><strong>Tefal RK1568 Review<\/strong><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Helpful Guides<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Best Rice Cookers UK 2026<\/strong><\/li>\n\n\n\n<li><strong>How to Choose a Rice Cooker<\/strong><\/li>\n\n\n\n<li><strong>Rice Cooker Sizes Explained<\/strong><\/li>\n\n\n\n<li><strong>Fuzzy Logic vs Standard Rice Cookers<\/strong><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Which Premium Rice Cooker Is Better? Choosing between the Zojirushi NS\u2011TSQ10 and the Yum Asia Fuji is a classic dilemma [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"class_list":["post-309","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/www.ricecookers.co.uk\/index.php\/wp-json\/wp\/v2\/pages\/309","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ricecookers.co.uk\/index.php\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.ricecookers.co.uk\/index.php\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.ricecookers.co.uk\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ricecookers.co.uk\/index.php\/wp-json\/wp\/v2\/comments?post=309"}],"version-history":[{"count":2,"href":"https:\/\/www.ricecookers.co.uk\/index.php\/wp-json\/wp\/v2\/pages\/309\/revisions"}],"predecessor-version":[{"id":495,"href":"https:\/\/www.ricecookers.co.uk\/index.php\/wp-json\/wp\/v2\/pages\/309\/revisions\/495"}],"wp:attachment":[{"href":"https:\/\/www.ricecookers.co.uk\/index.php\/wp-json\/wp\/v2\/media?parent=309"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}