#Japan #Osaka #Kura Sushi #Dentsu PRC #Expo Project

Dentsu PRC and Kura Sushi's Culinary Expo Project

In an outstanding achievement at the PR Awards 2025, Dentsu PR Consulting, based in Tokyo, celebrated the bronze award for its innovative project with Kura Sushi, aptly named "Connecting the World through Rotating Sushi: A Reevaluation of Sushi Appeal with Cuisines from 70 Countries." This collaboration highlights the extraordinary potential of sushi not just as a meal, but as a global cultural connector.

The PR Awards, organized by the Japan Public Relations Association, gather a wide range of public relations activities to recognize exceptional cases that enhance the quality and understanding of communication in Japan. The project aims to bring sushi back into the limelight, especially amid the rising popularity of non-rotating sushi concepts.

The Project's Concept and Vision

Rotating sushi, a concept born from the Osaka Expo in 1970, has become a hallmark of Japanese cuisine. However, as the trend shifted towards non-rotating sushi, the original charm of selecting sushi intuitively from a moving conveyor belt risked fading into obscurity. This project sought to reignite interest in rotating sushi, not only at home but also in the international market, where awareness remains limited.

Kura Sushi recognized the unique platform that the 2025 Osaka Kansai Expo offered for amplifying the appeal of rotating sushi. Their approach included the opening of the largest sushi restaurant ever created for an expo, where representatives of 70 countries would showcase their culinary masterpieces alongside Kura Sushi's offerings. This initiative aimed to create a symbolic experience of global unity through a single conveyor belt featuring culinary delights from around the world.

The development of the diverse menu was a collaborative effort, with Kura Sushi's product development team tasting authentic dishes across the globe and gathering insights from various sources. Furthermore, partnerships with 25 embassies provided critical feedback, ensuring the curated offerings were not only diverse but authentically represented the cultural backgrounds of the dishes. This commitment to authenticity earned Kura Sushi a seal of approval, aptly described as “Embassy-Approved Taste.”

Community Engagement and Anticipation Building

As the expo date approaches, starting in September 2024, PR efforts will ramp up. Noteworthy activities include press conferences featuring ambassadors from participating countries and television commercials designed to heighten anticipation for the “Taste Universal Expo,” which will transform around 550 Kura Sushi locations into mini-pavilions. These initiatives aim to gradually build excitement among audiences both domestically and internationally for exclusive menu items available only at the expo.

As a result of these efforts, media presence surged around the time of the expo, culminating in notable coverage across television, social media, and 185 international outlets. This widespread publicity contributed to over 300,000 visitors to Kura Sushi during the expo, emphasizing the project’s success in promoting rotating sushi within the context of global dining trends.

Sustainable Innovations and Future Impact

The innovative designs of the expo's restaurants employed sustainable materials and construction methods, showcasing Kura Sushi’s commitment to environmental responsibility. This initiative not only enhanced the dining experience but also redefined the future value of rotating sushi by positioning it as relevant for environmentally conscious consumers.

Looking beyond the conclusion of the expo, Dentsu PR Consulting and Kura Sushi aspire to create lasting legacies that keep the conversation around sushi alive and thriving on the global stage. With accolades such as “Japan Consultancy of the Year” and “North Asia PR Consultancy of the Year” from PRovoke Media, Dentsu PR Consulting continues to forge partnerships with clients across various sectors to support their reputation management strategies.

In summary, the Kura Sushi and Dentsu PRC collaboration demonstrates how culinary arts can bridge cultural gaps while fostering international connections, reinforcing the notion that food is indeed a universal language.