Japanese “farm-to-table” restaurant group AP Company is expanding in Hong Kong with the local debut of its Bijin Nabe hot-pot brand.
Named after the group’s signature “collagen-rich chicken ‘beauty stock’”, Bijin Nabe’s 2800sqft venue is now open at APM Millennium City 5 in Kwun Tong. AP Company has expanded to 200 restaurants in Japan and Singapore based on the reputation of its ‘super supplement’ stock – boiled for eight hours from free-range chickens, free of steroids, hormones and antibiotics and raised at its own poultry farms in Japan.
“Bijin Nabe is establishing a niche with ‘per person’ hotpots in a dining style usually designed for groups,” said Bijin Nabe MD Masashi Kamatani, “with the added appeal of fashionable and ‘instagrammable’ appetisers, desserts, alternative specialty dishes, mocktails, cocktails and home-made vegetable juices.”
Bijin Nabe’s focus is on young millennial consumers via an emphasis on three key concepts – beauty, tasty and healthy.
The group made its debut in Hong Kong in 2017 with its flagship upmarket izakaya-style restaurant brand Tsukada Nojo in Harbour City, followed by the opening of a Shatin branch last year.