Celebrating Culinary Excellence with Nippon Hasha and CIA Bootleg Manila

In the vibrant culinary landscape of the Philippines, few names shine as brightly as Nippon Hasha Inc. (NHI). Renowned for crafting some of the country’s finest Japanese dining experiences, NHI is the force behind beloved brands like Mendokoro, Yushoken, Marudori, Kazunori, and 12/10. Each restaurant has consistently earned its place on the prestigious Tatler Dining Philippines Best Restaurants list in 2022, 2023, and 2024, cementing NHI’s reputation for culinary mastery and exceptional Japanese dining experiences.

Now, this culinary powerhouse is embarking on a new chapter through an exciting partnership with CIA Bootleg Manila—a collaboration poised to redefine how brands connect with Filipino diners.

Nippon Hasha: Elevating Japanese Cuisine Philippines

Over the last decade, NHI has played a pivotal role in shaping the Japanese cuisine Philippines scene. Their restaurants are celebrated for:

- Authentic flavors and traditional techniques

- Meticulous attention to detail in both food and dining ambiance

- Pioneering standards in the local ramen and Japanese dining industry

Whether it’s the rich, umami-laden bowls of ramen at Mendokoro and Yushoken, or the innovative dining experiences at 12/10, each concept reflects NHI’s commitment to artistry, precision, and genuine hospitality.

Their unwavering pursuit of quality has not only delighted countless diners but has also positioned them as leaders among Japanese restaurants Philippines.

CIA Bootleg Manila: A Partner in Brand Innovation

At CIA Bootleg Manila, we believe that great brands are more than products—they’re emotional experiences shaped by psychology, culture, and deep human insight. Our multidisciplinary team brings together expertise in:

- Psychology and sociology — uncovering emotional drivers and consumer behavior

- Industrial design and semiotics — shaping environments and brand touchpoints

- Brand strategy Philippines — crafting narratives that resonate deeply

This unique blend allows us to collaborate with brands like NHI in ways that go beyond conventional marketing, helping them remain relevant, inspired, and future-ready.

What the Partnership Means

Through our collaboration with Nippon Hasha, Bootleg will:

✅ Refine NHI’s brand architecture — ensuring clarity across multiple successful restaurant concepts and preparing the groundwork for future growth.

✅ Dive deep into customer insights — analyzing how Filipino diners connect with Japanese cuisine, from taste preferences to dining rituals.

✅ Craft powerful brand narratives — aligning visual identity, service experience, and communication to reflect NHI’s heritage while staying innovative.

✅ Shape the customer journey — designing seamless, engaging experiences that elevate NHI’s standing among best ramen Philippines destinations and fine dining circles.

This partnership is about honoring what NHI already excels at while exploring new creative territories that ensure continued leadership in the Japanese dining experience.

The Future of Japanese Dining in the Philippines

As the Philippine culinary scene becomes more sophisticated, diners are seeking experiences that are authentic yet innovative, familiar yet surprising. Brands that can successfully navigate these tensions—like NHI—is where the future of Japanese restaurants Philippines lies.

Together, CIA Bootleg Manila and Nippon Hasha Inc. are committed to:

- Innovating while preserving authenticity

- Building deeper emotional connections with customers

- Ensuring the brand’s legacy thrives in an ever-changing dining landscape

We are profoundly honored to help Nippon Hasha’s brands scale new heights, continuing to set the standard for what Japanese dining in the Philippines can and should be.

Here’s to a future where every bowl of ramen, every carefully plated dish, and every moment spent in an NHI restaurant reflects both heritage and forward-thinking creativity.

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