Japanese food has been recognized by the world as a sophisticated cuisine. There are many distinctive features of Japanese cuisine such as “the quality of the ingredients”, “healthiness”, “beautiful presentation” and “hospitality”. Japanese food has become popular around the world as people appreciate these qualities. Japanese food is an important part of our culture that represents the long history of our country. Unfortunately, however, there are many restaurants that are offering “Japanese-style” food that is not authentic Japanese cooking. It is our hope to deliver “authentic Japanese taste” to as many people as possible by aggressively opening branches abroad. In addition to our branches in Japan, we currently have overseas branches in Singapore, Korea and Taiwan and plan to continue expanding into other Asian countries.
In countries abroad, there is a preconception that Japanese cuisine is a luxury food enjoyed only by the handful of wealthy people. This is not true. There are many soul foods from different regions throughout Japan that are loved by the local people. Many of these foods are casual and simple and are eaten on a daily basis. Today, Japanese soul foods, such as ramen, are being noticed and attracting attention. Dishes that retain the qualities of Japanese food, and yet are inexpensive, are widely accepted. Such dishes in this category can be enjoyed on a daily basis, and thus there is a wide market. The menu items offered at BOTEJYU® also fit into this category of food. With this, we believe there is real potential for our restaurant to grow drastically in the coming years.