Flipping the Script on Japanese Soul Food

To begin, I’d like to ask about global trends. Last year, Japan welcomed around 37 million inbound visitors, and this year the number is expected to exceed 40 million. Meanwhile, the number of Japanese restaurants worldwide has expanded dramatically from around 55,000 in 2013 to nearly 200,000 by early 2024. My first question is: What do you believe is driving the global rise and popularity of Japanese cuisine?

Before answering, let me ask what image foreigners have of Japanese cuisine. In my view, the key impressions are cleanliness and hospitality. These qualities shape the global perception of Japanese food. Also, because many Japanese dishes rely on natural dashi broths, people associate them with health. At a time when lifestyle diseases are increasing, Japanese cuisine appears healthier. I believe this strongly contributes to its popularity.

I have another question. In Japan, we often hear the term “the first year of the dining-out industry” so what year do you believe marks the establishment of Japan’s restaurant industry?

The answer is 1970.

Really? I thought it was far earlier, perhaps the 1600s.

Restaurants certainly existed earlier, just as the world’s first restaurant is said to date back 4,000 years. But the restaurant industry as a structured commercial sector took root in Japan only in 1970 because of the Osaka Expo. It was the first time Japanese people saw brands like KFC and family-style restaurants from abroad. The Japanese did not simply copy these influences they adapted and evolved them. Ramen, for instance, came from Chinese cuisine but became uniquely Japanese. Curry originated in India via Britain yet became a distinct Japanese dish. Japanese people naturally take foreign cultures, evolve them, and create something new.

After centuries of isolation, Japan rapidly absorbed foreign influences in the Meiji era and developed its own culture. Today, I am grateful that because those cultures entered Japan, we can now share Japanese cuisine globally. And overseas Japanese restaurants continue evolving through localization. I am proud of that.

Okonomiyaki

That’s fascinating. As we researched Chibo, we came to view your company as an ambassador of Osaka’s food culture. Osaka has historically been Japan’s national kitchen, with a distinctive culinary identity rooted in hearty flour-based dishes. Unlike sushi or kaiseki, Osaka cuisine emphasizes approachability, communal dining, and bold flavors. How do you see Osaka’s food culture and especially okonomiyaki contributing to Japan’s global culinary appeal? And before you answer, a playful question: Which is the “real” okonomiyaki Osaka or Hiroshima?

Both are real. The name is the same, but the dishes are completely different. I respect both equally they are friendly rivals. I think that is the perfect answer. As for Osaka cuisine, traditionally Japanese food abroad was represented by sushi, sukiyaki, and kaiseki foods eaten on special occasions. Recently, everyday foods ramen, curry, tonkatsu have become globally popular. Okonomiyaki fits this trend. In Osaka it is everyday food, usually cooked at home. People even eat it with rice. To see such everyday cuisine gaining recognition overseas makes me very happy. I believe this is the real Japanese food. Okonomiyaki is still not widely known globally, so we hope more people will experience it. Companies like Otafuku Sauce share this mission. We respect their strategy and are aligned in promoting okonomiyaki culture worldwide.

That is one of the reasons we wanted to interview Chibo. But the category is competitive: Misono, Hasso for Hiroshima-style okonomiyaki, monjayaki chains like Monjayuki, and fusion-style brands like Yukari. So my question is: What sets Chibo apart? Why should diners choose Chibo’s okonomiyaki and teppan experience over your competitors?

I personally enjoy all those brands. They are delicious, and I cannot say one is superior. At Chibo, of course we use excellent ingredients and operate concepts like President Chibo. But above all, we prioritize people hospitality, emotional education, and staff mindset. We invest heavily in developing our employees’ hearts and attitudes. Customers always come first. In this area, I do not want to lose to any competitor.

You may notice the kanji for “person” inside our logo. That represents our belief that people customers and employees are our most important asset.

That leads directly to my next topic: Japan’s population crisis. For 50 years, Japan has faced population decline, and now its impact is tangible. By 2040, Japan may face a 12% labor shortage; by 2050, the population may drop below 100 million. In food service, labor shortages also affect the ability to train new chefs, especially for techniques requiring skill like okonomiyaki and teppan cooking. How is Chibo maintaining its workforce, training skilled staff, and ensuring consistent quality across all stores as demographic pressure intensifies?

Population decline is not new, but its impact is now very real. Labor shortages are serious in the food industry. For Chibo, hiring, education, and training are our top priorities. We used to hire 30–40 Japanese employees annually, but recruitment has become difficult.

So we began hiring non-Japanese employees on five-year visas. Now we hire 40–50 foreign staff each year. Of our 1,000+ employees, about 20% are foreign and that will increase. These employees are excellent. Even if their Japanese is not perfect, they understand our values deeply.

We invest significant time and money in training job training and group training. The most important thing is passing on our philosophy and the founder’s values my father’s principles. Whether Japanese or foreign, everyone learns them. Each morning, all stores recite our principles during morning assembly. It may feel traditional, but it is essential, so we continue.

Based on your hiring pace, by 2030 over 200 employees around 20% will be foreign-born. These individuals will have experience, training, and the capability to support overseas expansion. You already have a strong presence in Taiwan, Vietnam, the Philippines, and South Korea, and you previously had locations in the United States. Could you tell us about your international expansion, and whether your growing foreign workforce will contribute to future overseas growth?

Yes. For example, a staff member who worked at a store in Vietnam came to Japan to study and work at Chibo, then returned to Vietnam and continued working for us. This kind of inbound-outbound movement will expand not only for customers but for employees as well.

Chibo YT1 Spaceship Advert, Reimagined for 2017

Which countries represent the most promising opportunities for Chibo now?

South Korea. Culturally we are very close. Do you know chijimi? It’s similar to okonomiyaki. Korean people also enjoy drinking while dining something not common in every Asian country. Our food cultures align, and sales there are growing.

And what expansion strategy will you take in each region? Partnerships? Joint ventures? Direct operations?

It depends on the country. It depends on the country and partner. Vietnam and the Philippines operate on licensing agreements. Taiwan is direct operation. South Korea is franchised. Each market requires a different approach.

Okonomiyaki is incredibly flexible ingredients, toppings, and formats vary widely. Younger consumers increasingly prefer health-conscious, fast-casual, and value-driven options. Overseas markets often require flavor adjustments. How do you modernize okonomiyaki for diverse palates while preserving

Okonomiyaki is highly adaptable. We can add or remove ingredients easily. We also offer gluten-free okonomiyaki without flour. This flexibility allows us to tailor dishes to local tastes. For example, Taiwanese customers prefer lighter flavors and generally do not drink alcohol with meals, so we serve okonomiyaki with less sauce. We adapt to each region while maintaining the essence.

Many foreign visitors see okonomiyaki and teppanyaki as an experience the heat, the sound, the performance. From your perspective, what experience can diners expect at Chibo, and how does the teppan performance differentiate

Beyond food, we add what I call the taste of humanity. Small conversations, gestures, and words from our staff influence the emotional flavor of the meal. If a staff member simply says, “Here is your okonomiyaki,” it feels one way. But if they say, “This is the best okonomiyaki I made today please enjoy it,” the taste changes. I always emphasize this human touch. A successful restaurant must deliver three elements: light, smell, and sound. Proper lighting, enticing aromas from the teppan, and pleasant ambient sound are all essential. Without them, a restaurant cannot thrive. This is why Dotonbori is so attractive the neon lights, the delicious smells on the street, the energetic soundscape. Foreign visitors love this atmosphere.

Customers waiting for delicious Chibo food

Absolutely. I have two more questions. Chibo participated in Osaka Expo 2025 as part of the AURA Pavilion, representing Osaka’s cuisine. What impact did your participation in the Expo have on Chibo’s visibility and future expansion?

As chairman of the Osaka Restaurant Association (ORA), I spent four years preparing the pavilion. It was a major success. As Chibo, we were honored to present Osaka cuisine to the world. We welcomed 2.2 million visitors in six months. It was deeply meaningful.

My final question is about your flagship in Dotonbori. It is lively, iconic, and highly popular among foreign visitors. For our readers many of whom are Japanese food lovers what dishes would you personally recommend from the Dotonbori flagship, and why?

Our Dotonbori location welcomes around 1,000 customers daily, 70% of whom are foreigners. It may be Japan’s busiest okonomiyaki restaurant. At the Expo, the largest building was the OYANE Ring. Okonomiyaki is also round symbolizing unity and equality. My father often says, “No couple discusses breaking up while eating okonomiyaki.” People come to communicate, enjoy time with loved ones, and connect with staff. We call this idea Okonomication using okonomiyaki as a medium for connection and happiness. That is the charm of our cuisine.

That is a wonderful concept. As a final message to our 75 million readers worldwide, how would you describe Chibo in one sentence?

Chibo is a company that values people above all else.

For more information, visit their website at: http://www.chibo.com/