Mikasa Kaikan

As a new challenge to introduce Japanese Yoshoku culture overseas, Mikasa Kaikan planned its expansion into Ho Chi Minh City, Vietnam. Dishes such as omurice, Japanese curry, and fried shrimp were to be introduced, requiring brand development with future multi-store expansion in mind.

ALIVE supported the project through end-to-end branding, starting with market research on local acceptance of Western-style cuisine, pricing ranges, and target customer preferences in Ho Chi Minh City. This included logo design, menu development, food photography, and website creation.
The key challenge was to build a brand image of a “family-friendly Yoshoku restaurant” that fits the local market while respecting Mikasa Kaikan’s long-standing history and credibility.

Since Yoshoku cuisine is still not widely familiar in Vietnam, it was essential to communicate the appeal and cultural background of the dishes clearly. At the same time, the creative direction needed to balance a friendly, approachable design style preferred locally with the trust and quality associated with the Mikasa Kaikan brand.

Through regular meetings, we carefully discussed what kind of brand experience should be created in the local market.

We organized a Vietnam market research tour, inviting the client to participate in meetings with food analysts and visits to various competitor restaurants. We also supported discussions on selecting suitable locations for the store.

Additionally, tasting sessions were held to ensure the cuisine matched Vietnamese tastes. Real feedback was collected through surveys conducted with the target Vietnamese audience, helping shape a practical strategy for full-scale market entry.

Based on these insights, we established a clear brand direction: not a high-end concept, but a warm, approachable Yoshoku restaurant that families can comfortably enjoy.

Based on the established brand identity, the logo was designed using friendly motifs such as a deer symbol and a chef’s hat—elements commonly found in Japanese branding.

The brand name “Mikasa” was emphasized to ensure it is easy for Vietnamese customers to remember and feel familiar with.

The use of dark brown tones conveys warmth, tradition, and a sense of calm. Overall, the logo represents the quality and cultural heritage of a Japanese Yoshoku restaurant, blending tradition with a modern touch.

Based on marketing research, competitor analysis, target analysis, and the defined brand world, ALIVE designed and developed the official website.
Beyond providing restaurant information and reservations, the site offers a clear and engaging UI/UX that allows users to fully understand the appeal of Mikasa Kaikan’s Yoshoku cuisine.

Target Audience:
Families in Ho Chi Minh City (Vietnamese customers), particularly households that enjoy dining out and younger generations beginning to explore Western-style cuisine.

All digital and printed materials were produced in Vietnamese, English, and Japanese, ensuring consistent brand expression across multiple languages.

ALIVE handled the design and production of the menu book as well as food photography.

To communicate the appeal of high-quality cuisine and a lively, family-oriented brand atmosphere to local customers unfamiliar with Yoshoku, special attention was given to menu design. We carefully selected paper thickness and materials, and also designed a dedicated kids’ menu.

For food photography, detailed planning was conducted in advance to determine the best visual approach. All dishes were photographed to reflect the brand’s quality and authenticity.

While respecting the dignity and warmth of the long-established Mikasa Kaikan brand, we also focused on incorporating a bright, slightly pop design style that resonates with Vietnamese customers.
We aim to continue supporting Mikasa Kaikan not only during its launch phase but also through ongoing marketing and branding efforts, helping it grow into a beloved Yoshoku brand for local families in Vietnam.