{"id":8288,"date":"2024-11-04T16:00:08","date_gmt":"2024-11-04T08:00:08","guid":{"rendered":"https:\/\/primer.com.ph\/business\/?p=8288"},"modified":"2024-11-04T16:39:14","modified_gmt":"2024-11-04T08:39:14","slug":"business-legends-botejyu-group-representative-director-ceo-hideto-kurita-and-viva-communications-inc-chairman-vicente-del-rosario-jr","status":"publish","type":"post","link":"https:\/\/primer.com.ph\/business\/business-legends-botejyu-group-representative-director-ceo-hideto-kurita-and-viva-communications-inc-chairman-vicente-del-rosario-jr\/","title":{"rendered":"BUSINESS LEGENDS: BOTEJYU Group Representative Director & CEO Hideto Kurita and VIVA Communications Inc. Chairman Vicente Del Rosario, Jr."},"content":{"rendered":"

Did you know which Japanese restaurant brand boasts the most locations in the Philippines? It’s BOTEJYU\u00ae<\/strong>. This August, the brand celebrated its eighth anniversary in the country, currently operating an impressive 89 locations. What drives their remarkable success, and what are their ambitions for the future?<\/p>\n

We sat down with Mr. Hideto Kurita<\/strong> from the BOTEJYU Group<\/strong> and Mr. Vicente Del Rosario, Jr.<\/strong>, chairman of VIVA Communications Inc.<\/strong>, a leading entertainment company in the Philippines, to explore the factors behind their thriving partnership and their vision moving forward.<\/p>\n

\"\"<\/p>\n

Can you tell us about the history of BOTEJYU\u00ae in the Philippines?<\/strong><\/span><\/p>\n

Mr. Kurita:<\/strong><\/span> I first met Mr. Del Rosario in 2014, and the following year, we signed a partnership agreement. In July 2016, we opened the first BOTEJYU\u00ae location in the Philippines at SM Mall of Asia.<\/p>\n

Mr. Del Rosario:<\/strong><\/span> As of August, we have 89 locations throughout the Philippines, and we plan to expedite our initial goal to reach 100 stores by next year. We’ve grown into a restaurant chain with about 2,000 employees.<\/p>\n

Mr. Kurita:<\/strong> <\/span>We are the largest Japanese restaurant chain in the Philippines in terms of the number of locations.<\/p>\n

What was the background behind your partnership?<\/span><\/strong><\/p>\n

Mr. Del Rosario:<\/strong> <\/span>At the time I met Mr. Kurita, VIVA Group was already operating fast-food franchises, but my interest in Japanese dining was piqued after meeting him. I believed that by offering casual dining options like those provided by the BOTEJYU Group\u2014rather than high-end Japanese cuisine\u2014we could reach many Filipinos and contribute to the development of the country’s food infrastructure.<\/p>\n

Additionally, it\u2019s rare for a company to survive for over 70 years in the Philippines as BOTEJYU\u00ae has done in Japan. I feel a mission to pass the group on to the next generation. Thus, I thought it would be beneficial to learn about Japanese management from Mr. Kurita while expanding the business together.<\/p>\n

Mr. Kurita:<\/strong> <\/span>Expanding in the Philippines, where many people are not familiar with Japanese cuisine, was a significant challenge for us. However, VIVA Group has strong branding and PR skills developed through their entertainment business. They also have robust connections with large commercial centers that feature cinemas, so it was clear that developers would welcome us for providing both entertainment and dining experiences.<\/p>\n

The Philippines has a youthful population and is vibrant, offering significant growth potential in its rapidly developing market. We resonated well with each other.<\/p>\n

How was your business during the pandemic?<\/strong><\/span><\/p>\n

Mr. Del Rosario:<\/strong><\/span> During the lockdown, we had to close all our stores temporarily and transitioned to delivery-only service. Our primary locations are in malls like SM, Ayala, and Robinsons, so our operations were aligned with the mall closures.<\/p>\n

Mr. Kurita:<\/strong> <\/span>However, we didn\u2019t lay off any employees, and I\u2019m very grateful for that.<\/p>\n

Mr. Del Rosario:<\/strong><\/span> In fact, we managed to open four to five new stores each month during the pandemic. As we considered what we could do during this time, we saw that many competitors were leaving the market, which created more available locations for us to expand. In hindsight, the pandemic presented a significant opportunity for us when viewed from a long-term perspective. Although it required upfront investment, this period marked a major turning point for BOTEJYU\u00ae Philippines.<\/p>\n

What kind of restaurant does BOTEJYU\u00ae Philippines aim to be?<\/strong><\/span><\/p>\n

Mr. Del Rosario:<\/strong> <\/span>Our concept for customers in the Philippines is “Authentic Japanese Traditional Cuisine,” with our menu based on the “Japan Traveling Restaurant\u00ae” concept.<\/p>\n

Mr. Kurita:<\/strong><\/span> “Japan Traveling Restaurant\u00ae” is about creating a restaurant experience that feels like a journey across Japan by train, from Hokkaido to Okinawa. We want our customers to enjoy local gourmet dishes that we define as “Authentic Japanese Traditional Cuisine.” Rather than simply soul food or local dishes, we aim to showcase flavors that are deeply rooted in each region and represent everyday Japanese dining. Essentially, we want to present ourselves as a \u201cJapanese cuisine specialty restaurant.\u201d<\/p>\n

The BOTEJYU Group in Japan supports the \u203bB-1 Grand Prix\u00ae<\/strong>, promoting local specialties like Osaka’s okonomiyaki while engaging with communities nationwide. Many in these communities, like us, work hard to share regional flavors and foster community revitalization through our efforts, which have been ongoing for decades.<\/p>\n

Recently, we introduced seven Japanese “SAMURAI IRON CHEF\u00ae” chefs across all our locations in the Philippines. These chefs are well-regarded in their local regions and support our mission of delivering authentic local flavors in the Philippines. There are many such chefs across Japan, and we plan to continue featuring them in the future.<\/p>\n

\"\"IMAGE from BOTEJYU Philippines’ Facebook page<\/em><\/span><\/p>\n

Next year, we aim to introduce 12 new chefs, ensuring our initiatives are sustainable for the future. This could provide a global platform for chefs and an opportunity for people from all 47 prefectures in Japan to learn about their local specialties. We want our restaurants to be a place that effectively communicates Japanese regions, cuisine, chefs, and the changing seasons.<\/p>\n

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Mr. Del Rosario:<\/strong><\/span> Starting September 1, BOTEJYU\u00ae Philippines has launched a collaboration with the anime, “Attack on Titan.” Japanese anime is one of the most popular aspects of Japanese culture in the Philippines. We want to continue using our locations to promote Japanese culture through music, anime, and other collaborations.<\/p>\n

\"\"IMAGE from BOTEJYU Philippines’ Facebook page<\/em><\/span><\/p>\n

\"\"IMAGE from BOTEJYU Philippines’ Facebook page<\/em><\/span><\/p>\n

Mr. Kurita:<\/strong><\/span> VIVA’s background as an entertainment company has been instrumental in supporting our initiatives. On a global scale, there is a growing demand for Japanese cultural promotion, not just in the Philippines. While more people are coming to Japan, over 90% of people in the Philippines cannot visit. Even in the United States, the number of visitors to Japan is around four million. Therefore, we want our locations to be places that promote Japan in various countries. This is the essence of our “Japan Traveling Restaurant\u00ae” concept.<\/p>\n

Mr. Del Rosario:<\/strong><\/span> When we open new stores, VIVA artists participate in our high-energy opening ceremonies. At our eighth-anniversary celebration in August, many artists participated, making it a very entertaining event. Filipinos love fun and truly enjoy these celebrations. Looking ahead, we plan to expand BOTEJYU\u00ae not just in the Philippines, but also into Southeast Asia and the United States.<\/p>\n

Mr. Kurita:<\/strong> <\/span>Our vision is not just “BOTEJYU\u00ae + VIVA”; it\u2019s “BOTEJYU\u00ae x VIVA.” The synergy of our strengths is what creates the unique identity of BOTEJYU\u00ae. We are aiming to create a business model that has never been seen before, one that will delight the general public. We hope that Japanese individuals visiting the Philippines will support us and collaborate with us.<\/p>\n

\u203bNOTE: B-1 Grand Prix\u00ae<\/strong>\u00a0is an event in Japan designed to revitalize local communities through the promotion of Japanese cuisine.<\/p>\n

Were there <\/span><\/strong>challenges when opening your first store.<\/span><\/strong><\/p>\n

Mr. Del Rosario:<\/strong><\/span> Our initial opening date was set for July 1, 2016, but we ended up opening on July 22. Despite the construction being completed, Mr. Kouyama insisted, \u201cWe can\u2019t open this store. The construction needs to be redone!\u201d It felt like a heated argument (laughs). I was shocked at how particular we were about the interiors.<\/p>\n

Mr. Kurita:<\/strong><\/span> We couldn\u2019t compromise, especially since we were putting up the BOTEJYU\u00ae sign.<\/p>\n

Mr. Del Rosario:<\/strong> <\/span>I was surprised by how much effort and cost went into opening a Japanese restaurant.<\/p>\n

Mr. Kurita:<\/strong><\/span> However, after making various improvements, we were able to open the second store and subsequent locations without incurring as much expense.<\/p>\n

Mr. Del Rosario:<\/strong><\/span> The staff who worked hard during the opening of our first store have grown tremendously and are now invaluable team members. Out of the original 30 staff, nearly 25 remained with us. It\u2019s quite miraculous, especially in the Philippines, where people can easily find new jobs, and many leave if they encounter any issues.<\/p>\n

Mr. Kurita:<\/strong> <\/span>High turnover is a challenge in the Japanese restaurant industry as well. However, due to the serious labor shortage, companies are getting creative to retain staff. At BOTEJYU\u00ae, we focus on helping our employees understand the essence of work through training, creating an environment where they feel fulfilled. We emphasize that with hard work, they can advance in their positions and salary, fostering pride in their work and enhancing their quality of life.<\/p>\n

Mr. Del Rosario:<\/strong> <\/span>We appreciate being able to implement this approach in the Philippines. It\u2019s not often that employees are given the opportunity to reflect on important questions like “What is a career?” “What does it mean to grow through work?” and “How do we contribute to our customers and society?” We are grateful for this opportunity, not just for our staff but also for our management.<\/p>\n

Mr. Kurita:<\/strong><\/span> VIVA has expertise in talent development in the entertainment industry, which helps us with workforce training. Retaining employees during our rapid expansion has been crucial.<\/p>\n

While we haven\u2019t made drastic changes compared to other restaurant companies, we have clearly defined job roles, implemented training, and established a qualification system. For instance, in the kitchen, we have titles like \u201cOkonomiyaki Meister\u201d for various dishes. Employees can progress through the ranks from BOTEJYU\u00ae Traditional Meister to specialist and legend, with assessments that include written and practical exams. We have also established similar qualification systems in other departments, like marketing.<\/p>\n

How are the menus created?<\/strong><\/span><\/p>\n

Mr. Kurita:<\/strong><\/span> The menu development is primarily handled by our team in Japan, but I must admit it has been quite challenging. We are working hard to create a diverse range of menu items suitable for a Japanese family restaurant.<\/p>\n

BOTEJYU\u00ae has expanded to eight countries, including the U.S., China, Taiwan, South Korea, Singapore, Vietnam, and the Philippines, but we currently operate only in Vietnam and the Philippines. Our experiences in the six countries we exited have taught us valuable lessons about how to localize based on dietary habits and cultural factors. The key challenge is understanding the local perspective.<\/p>\n

\"\"IMAGE from BOTEJYU Philippines’ Facebook page<\/em><\/span><\/p>\n

\"\"IMAGE from BOTEJYU Philippines’ Facebook page<\/em><\/span><\/p>\n

Since the special skills visa system began in Japan in 2019, the BOTEJYU Group was one of the first to welcome Filipino staff. Currently, nearly 70 people are working with us as full-time employees, participating in product development and other projects.<\/p>\n

For example, with ramen, it\u2019s common in Japan to eat it piping hot and quickly, but Filipinos tend to prefer it at a cooler temperature. Also, California rolls are often favored with the rice on the outside. How well we can align with local preferences is a significant challenge and a focus of our efforts.<\/p>\n

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BOTEJYU\u00ae: A Family-Friendly Restaurant Serving Authentic Japanese Cuisine<\/strong><\/span><\/p>\n

\"\"<\/p>\n

Mr. Shogo Kurita<\/strong>, director & group CBO of BOTEJYU Group, invites you to try their new menu! Starting this September, BOTEJYU\u00ae has refreshed its menu to include new items developed with the participation of 39 partners from Japan.<\/p>\n

“BOTEJYU\u00ae is essentially a family restaurant specializing in Japanese cuisine. We aim to be a place where families and friends can enjoy Japanese food, featuring dishes that are familiar and comforting to Japanese customers. We believe our menu will bring back fond memories for many Japanese people. All menus and recipes are managed in Japan, ensuring we provide authentic Japanese flavors. This is a carefully crafted menu that has been refined to align with Filipino tastes while showcasing the true essence of regional Japanese flavors,” shared Mr. Shogo Kurita.<\/p>\n

Additionally, Mr. Shogo Kurita encourages everyone to try Hitomebore rice from Iwate Prefecture at BOTEJYU\u00ae. Hitomebore is available for purchase at an affordable price in all BOTEJYU\u00ae branches nationwide, allowing many Japanese and Filipinos to enjoy a wonderful time sampling authentic Japanese staples at BOTEJYU\u00ae.<\/p>\n

For more intriguing insights into the stories behind their menu and updates from their founding members, stay tuned for their upcoming posts on their official Facebook page<\/a><\/strong> and Instagram account.<\/a> <\/strong>You may also visit their website at www.botejyu.com.ph<\/a><\/strong>.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

We sat down with Mr. Hideto Kurita from the BOTEJYU\u00ae group and Mr. Vicente Del Rosario, Jr., chairman of VIVA Communications Inc., a leading entertainment company in the Philippines, to explore the factors behind their thriving partnership and their vision moving forward.<\/p>\n","protected":false},"author":3,"featured_media":8329,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[201,271],"tags":[1635,1638,1637,1636],"class_list":["post-8288","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-talk","category-success-story","tag-botejyu","tag-hidetoshi-kurita","tag-vicente-del-rosario-jr","tag-viva-communciations-inc"],"acf":[],"_links":{"self":[{"href":"https:\/\/primer.com.ph\/business\/wp-json\/wp\/v2\/posts\/8288","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/primer.com.ph\/business\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/primer.com.ph\/business\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/primer.com.ph\/business\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/primer.com.ph\/business\/wp-json\/wp\/v2\/comments?post=8288"}],"version-history":[{"count":21,"href":"https:\/\/primer.com.ph\/business\/wp-json\/wp\/v2\/posts\/8288\/revisions"}],"predecessor-version":[{"id":8332,"href":"https:\/\/primer.com.ph\/business\/wp-json\/wp\/v2\/posts\/8288\/revisions\/8332"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/primer.com.ph\/business\/wp-json\/wp\/v2\/media\/8329"}],"wp:attachment":[{"href":"https:\/\/primer.com.ph\/business\/wp-json\/wp\/v2\/media?parent=8288"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/primer.com.ph\/business\/wp-json\/wp\/v2\/categories?post=8288"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/primer.com.ph\/business\/wp-json\/wp\/v2\/tags?post=8288"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}