A sushi roll held by red chopsticks with colorful sushi in the background, representing a casual and fun Japanese dining experience
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Dining is About Creating Atmosphere (Part 3) ~ Seeds of Marketing 115

A sushi roll held by red chopsticks with colorful sushi in the background, representing a casual and fun Japanese dining experience

🎏 The Fun of “Sort of Japanese” — Comfort Created by Casual Japanese Spaces

While the red and gold Italian restaurant emphasizes “luxury” and a “special experience,” the Japanese restaurant flying carp streamers succeeds in a completely different direction. What is important here is not “authenticity,” but an “approachable” Japanese style.

🌸 A Space to Taste “Japanese Vibes” Without Pretense

What this restaurant offers is not Kaiseki cuisine or high-end sushi, but a casual menu centered on affordable items like:

  • Yakitori (Grilled chicken skewers)

  • Karaage (Fried chicken)

  • Edamame

  • Sake and Umeshu (Plum wine)

More than the cuisine itself, the appeal lies in the “atmosphere of being in a Japanese-style Izakaya.” 🍶

🏮 Creating “Japanese-ness” Visually

Carp streamers (Koinobori) fly at the entrance, and the interior is decorated with lanterns and Ukiyo-e style art. To a Japanese eye, this might feel a bit “over the top.” However, for those unfamiliar with Japanese food culture, these are visual elements that reinforce the image that “This is Japan.”

🎌 For Example:

  • Carp Streamers: Seasonal feel (May) and tradition.

  • Lanterns: Downtown atmosphere and festival image.

  • Wood-tone Interior: Warmth and homely impression.

By combining these “symbols of Japanese-ness,” a space is created where foreign culture can be enjoyed casually.

📊 Is “Atmosphere” Chosen Over “Taste”?

The reasons people choose this type of restaurant are likely emotional and social motivations, such as:

  • “The atmosphere is fun.”

  • “It’s easy to enter.”

  • “Great for hanging out with friends.”

Rather than “Because the food is incredibly authentic.” In fact, a survey of restaurant users in Hong Kong (OpenRice Hong Kong, 2022) revealed that about 65% of respondents choose restaurants based on “good atmosphere.”

👥 Customers Seek “Fun,” Not Just “Culture”

The charm of this shop is not in “faithfully reproducing Japanese culture.” Rather, the value lies in being able to drink and chat comfortably in a space that is “vaguely Japanese-ish.”

In other words, we can sense a clear marketing strategy that prioritizes:

  • “Staging a Mood” over cultural reproducibility.

  • “Clarity and Fun” over authenticity.

📝 (To be continued next time)

From the Marketing Seed Series: How about this article? → Seeds of Marketing 1: Understanding Customers is the Top Priority