Press release
Hatsune Japanese Restaurant brand formally entered into the Shanghai market in the summer of 2015 with the grand opening of Hatsune in Lujiazui, Bingjiang Lu and Hatsune Gubei, Star Live Plaza. A rebranding and restructuring of the Haiku restaurant in Jinqiao is also underway. In late September, friends in the Jinqiao area will be treated to a new Hatsune restaurant, complete with a custom family area and children’s playground. 2016 will also be an exciting year for the company, with the addition of the Hatsune location in the Disney Town retail area, just adjacent to the world’s largest Disneyland Park. Haiku restaurants on Taojiang Road and IFC, as well as Kagen Teppanyaki, have also been integrated into the brand transformation plan, and in the coming months will be uniformly upgraded to match the Hatsune quality of cuisine and service.
Founded in Beijing in 2001, Hatsune is known as the pioneer of California style Japanese cuisine in China. The innovative and fun sushi rolls have now become standard in the Japanese restaurant dining scene, and although many have tried imitating, not one has successfully duplicated the same quality standards. In 2006 Hatsune Group branched out into Shanghai for the first time as Haiku by Hatsune, in the former French Concession area on Taojiang Road, Xuhui District.
Haiku and its parent brand Hatsune have achieved great success with continuously innovated food and personal service, attracting foreigners and locals alike in Shanghai and Beijing, and becoming a brand highly praised by local diners. A total of 13 stores have been set up so far, all of which are located in the core areas of Beijing or Shanghai, such as China World Trade Centre, Sanlitun, Financial Street, Lujiazui, Hengshan Road and Disneyworld. Local magazines City Weekend, That’s Beijing and website TripAdvisor have awarded Haiku and Hatsune as the best Japanese restaurants for many years running.
Alan Wong, the founder and CEO of Hatsune Group, said that the brand transformation plan is executed not only for the Haiku restaurants in Shanghai, but also for all the Haiku by Hatsune restaurants in Beijing. Apart from the unification of brand name, all of the stores’ image, dish standards, service processes, design standards, membership platform, and point reward policy will also be consistent with parent brand Hatsune. Now, all guests to Hatsune Group in China will be able to have a taste of a more unified, innovative, delicious and exciting high-quality Japanese cuisine.
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