Hyakunousha International offers omusubi to Hongkongers via new brand at ifc mall

Hyakunousha International has launched a new brand "Omusubi" in Hong Kong and its first store in the city, while it is also planning to expand its footprint in Asia and worldwide. Located at ifc mall in Central, the new store, offering omusubi, beverages and soups, was opened on 11 January, encompassing a design concept consisting of noren, which are traditional Japanese fabric dividers hung between rooms, on walls, in doorways, or in windows, brass, and white wood. Omusubi is a Japanese food made from white rice formed into triangular or cylindrical shapes and often wrapped in nori, a dried edible seaweed used in Japanese cuisine.

The company said being environmentally friendly is also one of the store's features. By using more natural and recyclable materials, the company can reduce up to over 70% of plastic compared to its conventional stores of the same scale.

It has also unveiled the brand logo (pictured), consisting of a red triangle icon and the word "OMUSUBI" in a triangular logotype. The "OMUSUBI-shaped" icon is reminiscent of its product, while the red brand colour expresses the blessing of nature from the sun and a warm heart.

Looking ahead, Hyakunousha International is planning to open 2,000 omusubi stores in Asia by 2025. One of the milestones for the realisation of the mid-term plan is the construction of the OMUSUBI Giga Factory. Construction will begin in 2023 in Hong Kong.

The company also harbours an ambition to expand its business to foreign countries as it is hoping to open 10,000 stores under the new Omusubi brand around the world by 2030.

Hyakunousha International outlines several milestones to achieve its foreign expansion plan. The company said the maximum annual use of Japanese rice on brown rice basis is 140,000 tonnes. This accounts for about 2% of the total production of rice as a staple food in Japan. In addition, about 50,000 jobs will be created by its expansion. The maximum daily production volume will reach 10 million pieces of omusubi. In 2030, Hyakunousha International plans to achieve carbon neutrality too.

Hyakunousha International launched Omusubi's sister brand "Hana-musubi" in Hong Kong in 2011, which has over 100 stores in Hong Kong. This brand also has a central food factory that houses its offices and education centre too.