pink koku rice?

So i went to the Dekalb International Market, and I got some Pink Koku rice, mainly because the name sounded funny and made me giggle. I realize now that this is not an effective strategy when it comes to grocery purchasing. ANYWAY, i tried googling it, and found no information about it at all. It's pretty short-grained, like arborio rice or sushi rice, and in no way pink. does anyone know anything to do with the stuff?

 
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