Japanese capitalist expands restaurant business in Cebu

CEBU, Philippines — Japanese capitalist Yohei Maruyama is making Cebu a launching pad to expand his restaurant business in the Philippines.

Together with Cebuana partner Manilyn Mar, the couple is planning to set up a Dotonbori Group of restaurants, initially in Cebu and Manila, noting the promising economic growth in the country and encouraging tourism growth in the Philippines post-pandemic.

Maruyama made this announcement following the opening of his two Japanese restaurants in Cebu, the Dotonbori Ramen, and the Japanese fine dining restaurant Wagyu Chibori. Both branches are located at Streetscape Mall, along Maria Luisa Road in Banilad.

Maruyama, whose family has operated a chain of restaurants in Japan for 30 years, said that urban centers in the Philippines, particularly Cebu and Manila are showing promising markets for food business, and opening a chain of authentic Japanese restaurants likewise is seen to be a profitable venture despite competition.

“Food was one of those that remained profitable at the height of the pandemic. It was one of the sectors that continued to operate with lesser restrictions and we saw that as an opportunity to venture into food,” said Mar.

Maruyama and Mar both operated a successful ESL (English as a Second Language) business prior to the pandemic. When the lockdown happened, their ESL schools were closed, prompting them to venture into the restaurant business.

Currently, Maruyama and Mar are preparing to open more restaurants in Cebu that would start off the establishment of the Dotonbori Group of Restaurants.

From its flagship restaurant in Streetscape, the couple is poised to open branches in Ayala Center Cebu and SM Seaside City.

Based on the performance of its first Dotonbori Ramen at Streetscape, Mar affirmed that “revenge spending” is apparent also in dining, as people are splurging not only on shopping but also on food.

Taking advantage of the improving appreciation of Cebuanos and Filipinos to sophisticated dining, Maruyama, and Mar opened the first Japanese fine dining restaurant to offer an A5 Miyazaki Beef experience, the Wagyu Chibori.

The world-renowned A5 Miyazaki Beef is known for its “exceptional marbling, tender texture, and melt-in-your-mouth flavor.” A5 Miyazaki Beef is the champion in Japan’s Wagyu Olympics and won the Prime Minister’s Award for Excellence in four consecutive times, making them the highest-rated, best beef in Japan for 20 years straight.

According to Mar, there is a big steak market in Cebu, especially after the pandemic and people are spending “with vengeance”.

“Cebuanos, coming from the pandemic, has emerged more sophisticated, particularly when it comes to dining,” Mar observed adding that fine dining restaurants are not only patronized by the affluent market, but across social status.

The wagyu served at Chibori Wagyu is prepared in various ways including the popular sukiyaki. After Cebu, the owners plan to bring this concept to Manila.

With the establishment of the Dotonbori Group of restaurants, Maruyama and Mar are looking at hiring more people, at least 40 employees for its Ayala Center Cebu and SM Seaside expansions. — (FREEMAN)