, Hong Kong

Hong Kong’s Hyakunousha eyes 10,000 stores for new omusubi concept

The company expects approximately 50,000 jobs to be created as a result.

Hong Kong-based food and beverage company Hyakunousha, operator of the hana-musubi chain, has debuted another omusubi (rice ball) concept geared for global expansion.

The new brand, simply named OMUSUBI, opened its first store at the island’s ifc mall in Central last 11 January and uses premium Japanese rice to make its signature items.

Aside from regular items, various new omusubi items include the Kinpira Renkon (Japanese lotus root stir fry side dish), Sea Urchin Sauce with Red Snow Crab and Premium Kishu Pickled Plum.

OMUSUBI is also serving the following soups: the Kyoto-style Beancurd Skin Soymilk Soup (Yuzu flavor), Ishikari-style Salmon Trout Miso Soup, and Japanese Clear Clam Soup.

Hyakunousha said it intends to open 10,000 stores under the OMUSUBI brand by 2030, with a mid-term plan to open 2,000 stores by 2025, mainly in Asia, along with a factory.

Approximately 50,000 jobs will be directly created by the expansion plan, the company said, which also expects to achieve carbon neutrality for the entire group by 2030.

“We would like to bring the food culture of omusubi to customers all over the world. To do this, we decided to re-evaluate brand name, product names, design, and communication from a global perspective so that everything will be well-accepted everywhere,” managing director Muneo Nishida said in a media release.

“Omusubi is by nature a food item free from boundaries, regardless of time, place, race, nationality, gender, or age. I believe that we can redefine and reinvest in the omusubi culture born in Japan and develop it into a globally accepted food culture because we are in Hong Kong, a city of diversity.”

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