Green House is transforming Japan’s food and hospitality industries, while expanding globally with innovative health tech solutions and a deep commitment to wellness and sustainability.
By Cian O Neill
Green House Co., Ltd. is a leading company in Japan’s food and hospitality sectors, quietly but profoundly transforming both industries for over 75 years. What started as a contract catering service in the post-war era has since blossomed into a diverse enterprise under the sharp leadership of Chiaki Tanuma. Today, Mr. Tanuma, who serves as both president of Green House and the chairman of the Organization to Promote Japanese Restaurants Abroad (JRO), presides over a company that not only feeds Japan but is reshaping the global culinary scene and pioneering innovative tech solutions for health and hospitality.
Green House’s ventures span a wide range of sectors, but they all tie back to one mission: providing quality, delicious and health-conscious food experiences that resonate both locally and globally. As Mr. Tanuma explains: "Our vision has always been about more than just serving food—it’s about creating memorable and pleasant dining experiences, enhancing health and driving innovation across industries."
Under Mr. Tanuma’s leadership, Green House has become a significant player in promoting washoku (traditional Japanese food culture) globally. In fact, Mr. Tanuma is instrumental in spearheading efforts through the JRO to take it to new heights. He recalls the pivotal moment in 2013 when washoku was awarded intangible cultural heritage status by UNESCO: "That recognition was the turning point for Japanese cuisine abroad. Due to many people’s efforts, the healthiness, quality and precision of Japanese food have captivated the world more than ever before."
And the numbers back it up. In 2007, there were just 24,000 Japanese restaurants worldwide. By 2023, that number had soared to over 200,000, a testament to the global demand for Japanese food. "In New York, for instance, chefs at Japanese restaurants can earn quite a bit due to the growing appetite for washoku," says Mr. Tanuma. "The next frontier for us is expanding the types of Japanese food we export and reaching new markets." Japan’s food exports reached JPY 1.45 trillion in 2023, and by 2030, the government is aiming to hit JPY 5 trillion.
As JRO chairman, Mr. Tanuma is keenly focused on supporting Japan’s culinary ambitions abroad, but he’s also deeply aware of the challenges facing Japan’s food system at home. "Rice is a staple in Japan, but we are experiencing a paradox where the more we export, the less we have domestically," he says, pointing to declining rice production and a shrinking agricultural workforce. For Mr. Tanuma, solving these issues requires a multi-pronged approach that balances exports with ensuring food security at home.
Beyond the food service sector, Green House has also ventured into the hospitality industry, marking a significant evolution in its business model. A decade ago, the company launched its own hotel brand, Hotel Grand Bach. The hotel concept was a natural extension of Green House’s culinary roots, as it allowed the company to create synergistic experiences by combining gourmet dining and health through food with world-class hospitality and comfort by music.
“We’ve been in the hotel business for about 25 years, but our focus with Hotel Grand Bach has been on creating a refined, health-conscious experience,” says Mr. Tanuma. The hotel's success is partially driven by its connection to the culinary expertise of Green House’s restaurant business. The head chef at Hotel Grand Bach, for example, frequently caters high-end meals at VIP rooms in baseball stadiums, while the hotel itself serves as a destination for theatergoers taking in nearby Kabuki productions.
Hotel Grand Bach Tokyo Ginza (Street View)
At the Ginza location of Hotel Grand Bach, Green House has introduced the role of a “Wellness Food Concierge,” a registered dietitian who crafts healthy, delicious menus for guests. "We want people to have a healthy but fulfilling dining experience," Mr. Tanuma explains. "One of our lunch courses, for example, tastes incredibly filling but is only 650 calories."
With the health and wellness trend growing worldwide, Green House’s focus on holistic hospitality positions it as a unique player in the hotel industry. The company is considering expanding its hotel footprint internationally, but Mr. Tanuma is cautious. "The global hotel market is competitive, and right now, 93 percent of foreign hotel brands in Japan operate under franchise agreements and management agreements. We need to carefully consider our strategy before expanding further."
While Green House continues to expand its hospitality footprint, one of its most exciting ventures lies in digital transformation (DX) through its health tech arm. Green House’s health care app, Asken, has taken Japan by storm, offering personalized diet management using artificial intelligence (AI). Asken is one of the top-ranked health care apps in Japan in both downloads and revenue, boasting over 11 million registered users as of 2024.
"Asken is a pillar of our digital transformation strategy," says Mr. Tanuma. "We’ve seen a surge of one million new users in only about six months, which shows how much people value health-focused digital tools."
The app offers tailored nutritional advice, weight management tracking and even collaborates with sleep-related companies to give users a more holistic view of their health. "The aim is to make people feel better overall," he says. "Users can track their weight loss without putting a significant burden on their body, see how their body changes and improve it—all within the app."
Looking forward, Green House plans to push the boundaries of Asken even further by seeking certification from the Ministry of Health, Labor and Welfare, potentially transforming the app into a medically certified device. "Once we clear that hurdle, Asken will be recognized not just as a wellness tool but also as a medical device," Mr. Tanuma notes.
Green House’s journey from a food service provider to a comprehensive hospitality company is a testament to its adaptability and forward-thinking leadership. Mr. Tanuma credits much of the company’s success to partnerships and the careful expansion of its core competencies. "We are very fortunate to have great partners around the world," he says. "But it all comes down to chemistry—you need the right people in place."
Looking to the future, Mr. Tanuma has his sights set on expanding Green House’s food, health and hospitality tech businesses. "Food is at the heart of everything we do, but tech is how we’re going to scale those experiences globally," he says. Whether through Asken, sustainable food programs or innovative hotel concepts, Green House is set on creating a global brand that merges tradition with modernity.
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