HONG KONG SAR - Media OutReach - 19 January 2023 - Since opening our first store in 2011, Hyakunousha has grown into a business of over 110 stores all around Hong Kong, promoting Omusubi culture throughout the city. To bring the essence of the tradition of Omusubi to customers worldwide, we established our new brand OMUSUBI in 2022, and invited Mr. Kashiwa Sato, a design master in Japan, to partner with us as Creative Director, while applying the concept of sustainability and environmental-friendliness at every detail of the brand. Following our new stores at ifc mall and SOGO Causeway Bay last year, our new store in Taikoo Place, Quarry Bay, has recently opened for business on 5 January 2023, while the store in Lan Kwai Fong, Central, will run on soft-opening from 12 January 2023. This further signifies the footprint expansion in prime districts on Hong Kong Island. OMUSUBI continues to use fresh and healthy ingredients as well as Japanese rice of the highest quality from selected farmers. By carefully selecting rice cultivated and produced with minimal use of pesticides and in an environmentally friendly manner, the brand recreates an authentic taste of Japan by producing safe and assuring products in a craftsman-like and environmentally friendly manner. Mr. Muneo Nishida, the founder of the brand, said, “In the short term, we will continue to expand the local business; and with the relaxation of border control, we are diligently working towards opening stores overseas.” Our new store in Taikoo Place is the first OMUSUBI store to offer a seating area for customers to enjoy the delicious soup and Omusubi. Mr. Kashiwa Sato, brand creative director, has been overseeing the design of the brand. In accordance with our principle of environmental protection and sustainability, the store design uses white cloth, brass and white wood as primary materials, and it is in line with the brand’s overall consistency. In celebration of the first anniversary of OMUSUBI and the opening of our new stores, OMUSUBI is pleased to introduce time-limited menu items, including: Japanese Clear Clam Soup, Scallop with Red Snow Crab Paste Omusubi and Slightly-grilled Spicy Hokkaido Mentaiko Omusubi (coming soon in February). The menu features altogether over 20 flavors of Omusubi and 3 Japanese soups made from natural Japanese ingredients. Finally, OMUSUBI offers a series of promotions to celebrate the anniversary and to thank customers, starting with a limited-time Triple Offer at Taikoo Place. This includes: a free Cotton Handbag giveaway (valued at $90 and conditions apply) and special discounts for set menus with soup; the next batch of promotions will arrive after the Lunar New Year, with more exciting time-limited surprises! Limited Offer to Highlight the Beauty of Ingredients Japanese Clear Clam Soup

• The clear soup uses many kinds of kombu, including Ma-kombu from southern Hokkaido and Rishiri-kombu from Rebun Island in Hokkaido. Both umami and flavour profile layers are enhanced by adding shiitake mushroom and sea salt for taste, as well as full bites of clam meat and chopped fresh spring onions.
• The ingredients include different kinds of kombu with different characteristics: Ma-kombu is thick and sweet, and the broth it brews is more clear-coloured, making it suitable for premium cooking; whereas the Rishiri-kombu, also a premium product, adds an elegant aroma and brightness to the broth.

Scallop with Red Snow Crab Paste Omusubi

• Made with Yesso scallops carefully selected from Aomori Prefecture and mixed with shredded red snow crab meat and crab paste. The rich aroma and creamy mouthfeel combine to create the ultimate luxurious enjoyment.

Slightly-grilled Hokkaido Mentaiko Omusubi (To be launched in Feb)

• We choose pollock roes produced in Hokkaido as filling. These are of premium quality, and customers can feel individual roes when they bite into the mentaiko.

• The mentaiko are preserved instantly at local facilities to lock in the umami-rich flavor. From its full size, the mentaiko is cut down to large chunks containing the roes. After flame grilling, its surface has a charcoal-grilled aroma while the interior is kept fresh and soft just like sashimi, and customers can enjoy this unsurpassed, superior deliciousness.

• The mentaiko are gone through prolonged low temperature heating procedures for bacteria killing purpose, so adults and kids alike can enjoy it with no worries.

Showcasing the Art of “Omusubi + Japanese Soup” In Japanese families, Omusubi and soup go hand in hand. OMUSUBI presents premium Omusubi and Japanese soups to you and begins a journey of authentic taste of Japan with the art of best mixing and matching food here. Omusubi and Japanese Soup Combo #1 Soup: Japanese Clear Clam Soup Omusubi: Premium Kishu Pickled Plum Omusubi / Slightly-grilled Spicy Mentaiko Omusubi About this combo: Let the delicate and fresh sweetness...