Unagi Naruse Partners with Payke to Enhance Visitor Experience in Japan

A New Era for Japanese Eel Dining: Unagi Naruse and Payke Join Forces

The Unagi Naruse restaurant chain, celebrating the delights of Japanese eel cuisine, has recently announced a strategic partnership with Payke, a shopping support app designed for international travelers visiting Japan. This collaboration aims to enrich the dining experience for foreign visitors, making it more accessible and enjoyable.

Expanding the Reach of Japanese Cuisine

Unagi Naruse, operated by Franchise Business Incubation Co., Ltd. from Takashima City, Shiga, is rooted in the concept of offering "delicious eel for all to enjoy." With Japan's inbound tourism consumption expected to climb to 8 trillion yen by 2024 and the government's ambition to reach a 15 trillion yen market by 2030, the rising interest in the country's food culture poses both an opportunity and a challenge. Among various cuisines, eel dishes are gaining popularity due to their subtle yet intricate flavors; however, obstacles like a limited number of eel restaurants and insufficient information on Japan's rich eel heritage have made it challenging for visitors to fully embrace this culinary experience.

Using Technology to Lower Barriers

To address these challenges, Unagi Naruse's partnership with Payke focuses on lowering barriers for international tourists eager to explore Japan's culinary richness. The collaboration aims to create an environment where both restaurant staff and international guests can dine without unnecessary stress or complications.

Immediate Initiatives to Attract International Guests

1. Promotion of Eel Culture via Payke App:
- Employing the Payke app to enhance the promotion of Unagi Naruse's offerings, ensuring potential customers from abroad can easily find and visit the restaurants. This includes creating an accessible platform for viewing store information effortlessly.

2. Joint Digital Marketing Push:
- Leveraging advanced AI capabilities from Franchise Business Incubation alongside Payke’s user data, Unagi Naruse will launch targeted multilingual advertisements aimed at increasing awareness and attracting inbound travelers even before they arrive in Japan.

Long-term Vision - A Seamless Experience for All

The partnership envisions a stress-free dining atmosphere for both international tourists and restaurant staff, enabling them to engage deeply with Japan's culinary heritage. Strategies include:

1. Multilingual Menu Options through Technology:
- Developing a system using QR codes where customers can access detailed information about eels, including preparation methods, history, and menu details in multiple languages such as English, Chinese (simplified and traditional), and Korean, aiming to boost overall visitor satisfaction.

2. Exclusive Menus for International Guests:
- Crafting exclusive dishes tailored to the tastes and preferences of foreign tourists, providing unique and memorable culinary experiences that highlight Japan's food culture.

3. New Business Models for Global Expansion:
- Beyond just eel dishes, the partnership will explore developing new chains focused on the inbound market, utilizing Franchise Business Incubation’s expertise to create innovative franchise models.

4. Future-Proofing through Data Sharing:
- Utilizing insights from both companies to assess the overseas market and develop marketing strategies that will facilitate potential future expansions into international markets, laying the groundwork for future growth.

About Unagi Naruse

Since opening its flagship store in Yokohama on September 10, 2022, Unagi Naruse has quickly expanded its footprint, surpassing 370 locations as of last month. The chain is celebrated for its excellent cost-performance ratio and high-quality eel, noted for its carefully nurtured fat due to optimal feeding and growing conditions. The cooking method combines the best of both Kanto and Kansai styles, delivering a unique flavor and texture that has captivated countless customers.

About Payke

Founded in 2014, Payke offers an innovative solution for inbound travelers, enabling them to scan product barcodes and view essential information in seven different languages. With a database of around 750,000 items covering about 90% of products encountered by tourists, Payke has facilitated the experiences of over 5 million visitors from 142 countries since its inception. By collaborating with Unagi Naruse, Payke looks to expand the scope of its services further.

For more information on both companies, visit Unagi Naruse's official site and Payke's official site.