Tenkai's New Brand Concept: Enriching Hearts through Tempura Joy

Since its inception in September 1989, Tenkai has served as a pioneering tendon and tempura specialty chain. Located initially in Tokyo Station’s underground, Tenkai has expanded across Japan and into various Asian regions over the past 36 years. With a commitment to providing ‘freshly fried and made’ dishes at reasonable prices, Tenkai has remained dedicated to the quality of its offerings.

In an exciting move, Tenkai has recently unveiled a new brand concept aimed at filling the hearts of a wider audience through the joy of savoring tendon and tempura. This shift includes a complete redesign of the brand's logo and store aesthetics as part of a broader rebranding initiative. By enhancing product quality, service, and the dining environment, Tenkai aims to cater to a diverse range of customers and reaffirm its position in the market.

Return to Roots

The new concept harks back to Tenkai’s origins, reinforcing the importance of expert-quality dishes offered at accessible prices. The vision revolves around creating a welcoming atmosphere, speedy service, and an overall customer-friendly experience, further educating the community about the joy of enjoying tempura and tendon.

As part of this rebranding, Tenkai has introduced the slogan “Your local Tenkai,” signifying its commitment to becoming a familiar presence in neighborhoods. The new logo incorporates bowl and soba designs while emphasizing the addition of tempura soba to the menu, thereby expanding customers' dining options through these alterations.

The redesigned logo continues to respect the traditional values depicted by the previous branding, maintaining colors such as indigo, creamy yellow, and vermilion, and using the Kanji style known as Kanteiryū—representing Tenkai’s dedication to tradition and specialization.

In addition, the logo features a tribute to the rich history of tempura culture, with the inclusion of the word 'Asakusa,' where Tenkai began its journey, maintaining a connection to the local food culture that thrives in the district.

Store Design Innovations

Starting in November 2024, Tenkai will start testing the new store designs in renovation projects. Enhancements focus on elevating product and service quality while creating versatile dining environments suitable for a multitude of occasions. Physical spaces will be crafted with modern designs that reflect traditional Japanese aesthetics, promoting a new dining experience.

Adjustments will be made to improve visibility from the entrance, while seating arrangements will adapt to enhance comfort, accommodating various groups with the introduction of bench seats and box seating. Additionally, the use of natural wood textures and warm lighting will contribute to an inviting atmosphere.

Some of the notable newly designed locations include:

- Chitose Karasuyama Store, opening on November 22, 2024.
- Chitose Funabashi Store, set to open on November 27, 2024.
- Sakura Shinmachi Store, opening on December 7, 2024.
- Kameido Clock Store, anticipated to launch on December 19, 2024.
- Aeon Mall Kawaguchi Maekawa Store, opening on April 29, 2025.
- Kochi Inter Store, scheduled for November 27, 2024.

By the end of 2025, Tenkai aims to have five new stores operational while ensuring that numerous renovated locations embrace the new design.

Future Plans

Looking ahead, Tenkai anticipates launching 27 new and remodeled stores with the new design layout through 2026. Tenkai plans continuous upgrades, with ambitions to revamp all locations by 2028, ensuring it remains a cherished part of local communities and a go-to spot for delicious tendon and tempura offerings.

With this comprehensive rebranding and renewed focus on quality and customer experience, Tenkai is determined to deepen its connection with patrons, promoting an enriched and delightful dining experience throughout Japan.