We interviewed Mr. OGAWA, the representative of NANA from Encounter-Japan, who operates the Japanese restaurant 'NANA' catering to Bogotá's community. Mr. OGAWA is working hard to spread Japanese food culture and win the hearts of customers in the emerging Colombian market.
By: Sakura NAKANO – International Business Internship CCJCI - Tobitate! Study Abroad Initiative
1. Japanese Cuisine in Colombia: Popularity and Demand
Sakura NAKANO: Good afternoon. I would like to learn more about the expansion of Japanese restaurants targeting the population in Colombia. To start, what kind of research or analysis have you conducted regarding the popularity and demand for Japanese food in this region?
Koji OGAWA: I conducted market research before opening a Japanese restaurant in Colombia. I found that, although there are still few Japanese restaurants, Bogotá residents have a strong interest in new culinary experiences. Expectations for sushi are high, and there is a focus on offering authentic sushi with fresh seafood. Colombians need a visa to travel to Japan, and the distance is considerable, so many people want to experience Japan but cannot. On the other hand, Bogotá is the third most populous city in Latin America after São Paulo and Mexico City, and when including surrounding cities, it is comparable to Mexico City in terms of metropolitan scale. Based on this, it was determined that Bogotá has potential demand for Japanese cuisine.
Foto: In The Restaurante NANA
2. Comparison with Mexico: strategies in different markets
SN: Regarding expansion into markets as different as Mexico and Colombia, have you faced any challenges in this aspect?
KO: Although Mexico and Colombia are both in Latin America, there are clear differences in their food cultures and lifestyles. In Mexico, Japanese cuisine is well-known, and standard dishes like sushi and ramen are widely available. However, in Colombia, Japanese food is still unfamiliar, so we need to start by conveying its appeal to customers.
In Mexico, Japanese ingredients are almost entirely available, but in Colombia, the availability of Japanese ingredients is minimal, which creates a significant difference in terms of ingredient sourcing.
Foto: In The Restaurant NANA
3. Unico Japanese Cuisine in Colombia: Fusion of Ingredients and Culture
SN: What is the process for developing menus that incorporate ingredients and cultural aspects specific to Colombia? Were there any particularly challenging points in this development process?
KO: In Mexico, aquaculture is thriving, and it's easy to find delicious fish. In Colombia, while aquaculture is still developing, the quality and variety of natural fish on the Pacific side, such as Aji, Kanpachi, Suzuki y Kawahagui (horse mackerel, kampachi, sea bass, and leather fish), are superior to those in Mexico. The fish market where NANA sources its products has learned to select the right seafood, drawing on knowledge from Japanese masters. Mr. Ogawa focuses on offering delightful Colombian-sourced fish to his diners and considers it important to convey the unique flavors of Colombian fish through Japanese cuisine.
Foto: Menu of NANA
4. Conveying Authentic Japanese Cuisine: Chef Training and Education
SN: How are you promoting a proper understanding and acceptance of Japanese cuisine among local customers? For instance, could you tell us about training and education programs for chefs?
KO: For Colombian customers to properly understand Japanese cuisine, chef training is essential. I invite sushi chefs and Japanese culinary experts from Japan to come to Colombia and teach Colombian chefs how to prepare authentic Japanese food. Additionally, we create opportunities to explain the culture, history, and attention to detail in Japanese ingredients to our customers, striving to deepen their understanding of Japanese cuisine.
Foto: The Preopening Day
5. Future Prospect: Growth Strategies and Regional Expansion Plans
SN: To conclude, could you discuss the growth strategies in the Colombian market and any specific plans for regional expansion? Do you have any strategies in mind for expanding into other Latin American countries?
KO: As a growth strategy in the Colombian market, our initial goal is to enhance recognition and customer satisfaction for “NANA”. In the future, we plan to open multiple locations within Colombia and, drawing from successful cases in Mexico, aim to create a Japanese restaurant that is cherished by Colombian customers. Additionally, we are considering expanding into other Latin American countries, with the aspiration of spreading Japanese culture to people around the world through Japanese cuisine.
Foto: In The Restaurante NANA
6. Japanese Food Culture in Colombia: Expectations and Possibilities
Encounter-Japan is challenging the spread of Japanese food culture in the new Colombian market. The company's efforts to convey the essence of Japanese cuisine while respecting the unique ingredients and culture of the region hold great promise for future developments.
Mr. Ogawa's challenge is to expand Japanese food culture in Colombia and other Latin American countries, contributing to the further development of Japanese cuisine. First, the goal is to meet Colombians' desire to “experience true Japan” by offering fresh and delicious fish sourced in Colombia, prepared in a manner similar to the sushi served in Japanese restaurants.
Foto: Sakura NAKANO, Koji OGAWA, Yoshun YAWATA
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