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Japanese izakaya restaurant expands its brand in Asia through Hong Kong (with photos)

     Japanese restaurant-chain operator Yonekura Group announced today (March 2) that it will open its first overseas izakaya restaurant in Hong Kong tomorrow (March 3), leveraging the city's strategic location to expand its business in the region.

     The new upscale restaurant in Causeway Bay will operate under the Group's izakaya restaurant brand, Ebi no Hige. It will use natural ingredients and seasonal products directly imported from Niigata plus traditional Japanese dishes and utensils also produced in Niigata to provide an authentic Niigata gourmet experience to customers.

     The Director of the Group, Ms Mieko Yamada, said, "During the field visit in Hong Kong, we found that the city has an excellent location in Asia, so it is the best place for us to develop our business overseas. We would like to use the city to expand our franchise operation in five countries, mainly in Southeast Asia, and open wholly owned restaurants in Taiwan and Cambodia."

     She added, "Hong Kong has a well-developed infrastructure and logistics system for food distribution, as well as a booming Japanese food market with a huge number of affluent customers. It provides us with great business opportunities, and at the same time the city's world-class business infrastructure helps lower our operation costs."

     Associate Director-General of Investment Promotion Mr Andrew Davis welcomed the opening of Ebi no Hige in Hong Kong and said, "Hong Kong has a high number of international and Mainland visitors each year making it a compelling proposition for restaurants expanding their business in the region. Not only do companies get to promote their brand awareness globally, they are also provided with an excellent platform to showcase their food concepts."

About Yonekura Group

     Founded in 1989 in Niigata prefecture, Yonekura Group has 11 popular izakaya restaurants in Japan, mainly serving Japanese fresh and seasonal seafood. Ebi no Hige is one of the Group's izakaya restaurant brands and aims to promote the food culture of the prefecture to Hong Kong people. For more information, please visit or .

About Invest Hong Kong

     Invest Hong Kong (InvestHK) is the department of the Hong Kong Special Administrative Region Government established in July 2000 to attract foreign direct investment and support overseas and Mainland businesses to set up or expand in Hong Kong. It provides free advice and customised services to help businesses succeed in Hong Kong's vibrant economy. As of December 2014, InvestHK had completed over 3 440 investment projects creating more than 37 500 new jobs in the first year of operation or expansion and over HK$91 billion of investment. For more information, please visit

     For event photos, please visit

Ends/Monday, March 2, 2015
Issued at HKT 12:00


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