#Japan #Tokyo #Ichikakuya #Aburasoba #Hapipi

Ichikakuya and Aburasoba's New Journey with Hapipi

In a significant development, Garden Co., Ltd. has unveiled a new hybrid character named Hapipi, designed to represent its renowned ramen brand Ichikakuya and its sister establishment, Aburasoba Sōhonten. This character symbolizes the company’s philosophy of bringing happiness to every moment, capturing the attention of customers with an exciting blend of tradition and innovation.

What is Hapipi?

Hapipi combines the fortuitous imagery of a maneki-neko (beckoning cat) and the mythical essence of a unicorn. The maneki-neko, often seen as a bringer of good fortune, features a right paw raised to attract wealth and luck, while the left paw invites customers and good relationships. The unicorn, a symbol of purity and strength, adds a layer of mystique, as its horn is believed to grant wishes.

Furthermore, Hapipi's calico cat patterns are said to ward off evil spirits, promoting a unique blend of luck and protection. It represents an irresistible monster of good fortune, perfectly embodying the dual strategy of offense (increasing luck) and defense (dispelling bad energy).

As Garden Co., Ltd. gears up for its listing on the Tokyo Stock Exchange’s Standard market in November 2024, this dynamic character will make appearances in stores, further enriching the brand's connection with its customers.

Twice the Power: The Dual Brand Strategy

Garden Co., Ltd. is innovative in its approach, evidenced by its Dual Brand Strategy, which operates both Ichikakuya and Aburasoba under one roof. By leveraging their existing assets, such as location, kitchen facilities, and staff, the company aims to minimize investment costs and fixed expenses. This permits rapid expansion; in just 100 days, the company opened 100 stores primarily in Tokyo, with the ambition of becoming the world’s leading Aburasoba chain.

Ichikakuya: A Taste Like No Other

Ichikakuya promises a unique culinary experience encapsulated by its slogan: “Once you try it, you can't forget it; after the second, you can't resist it.” This popular ramen chain serves a distinctive dining experience characterized by its medium-thick noodles infused with the aroma and flavor of wheat, accompanied by a rich, creamy tonkotsu broth. With over 100 locations across Japan, it aims to deliver high-quality ramen to food enthusiasts everywhere.

• - Website: Ichikakuya
• - Store Information: Garden Group

Discovering Aburasoba Sōhonten

Aburasoba Sōhonten, recognized for its chewy noodles and flavor-packed special sauce, offers customers delightful meals that can be customized with a variety of toppings. It maintains a healthier profile than traditional ramen but packs just as much satisfaction. This creative dining option invites patrons to explore flavors tailored to their preferences, encouraging them to experiment with unique combinations.

About Garden Co., Ltd.

At the core of Garden Co., Ltd.’s ethos lies a commitment to creating spaces that bring happiness, energy, and smiles to people. Active in the food and real estate sectors, the company has successfully revitalized over 12 businesses through strategic M&A initiatives. Their restaurant portfolio includes 13 brands, embracing establishments like Ichikakuya, Yamasita Honki Udon, and Takadaya. Leveraging synergies with its real estate operations, the company continues its strategy of securing prime locations to expand its flagship brands further.

• - Company Name: Garden Co., Ltd.
• - Stock Code: 274A on the Tokyo Stock Exchange Standard market
• - Founded: December 2015

In just a short period, Garden Co., Ltd. has grown to employ 289 full-time staff and nearly 3,594 part-time workers, with 212 total operational outlets, including 34 franchise locations, as of May 2026.

As the journey progresses, the introduction of Hapipi is poised to amplify Garden's presence in the food industry, ensuring that many more individuals experience joy and prosperity through their culinary offerings.