Hyakunousha, the founding company of omusubi (Japanese rice balls) specialty stores hana-musubi, announced the launch of its new brand OMUSUBI in Hong Kong, unveiling a new logo, store design, product packaging and menu.
Hyakunousha opened their first store in Hong Kong in 2011 spreading the omusubi culture throughout the city. The group is now operating more than 100 stores. The company plans to open 10,000 OMUSUBI stores by 2030 as part of its global expansion strategy.
Located at ifc mall in Hong Kong, the first OMUSUBI store was designed by Kashiwa Sato, the Creative Director who oversaw the branding and creative direction of UNIQLO. The store design is based on the concept of simple, warm and contemporary Japanese style, using white cloth, brass and white wood as basic materials.
OMUSUBI’s products use premium Japanese rice sourced sustainably from partner farmers in Japan, that are packaged responsibly using eco-friendly materials to make a lasting change in the community.
“Hyakunousha’s vision is ‘Creating the agriculture of the next hundred years’. Our mission is to pass on the omusubi culture that we inherited, protect agriculture, and support the lives of our customers, farmers, employees, and partners, not only for our generation but for the next generations to come. 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,” said Mr. Muneo Nishida, Managing Director and Founder of Hyakunousha International Limited.
