Yayoi to open in Sydney

Yayoi will open its doors on Sydney's blue chip Bridge Street early next month but the significance of its opening stretches beyond just this 82-seat Japanese restaurant.

Yayoi is owned by Japanese food giant Plenus, the latest player in Tokyo’s food invasion of Australia. David Coates spent 12 years in Japan and, while there, worked for the Australian Trade Commission.

He became aware of Japanese food giants eyeing Australia as its domestic market became increasingly "mature".

Coates was involved in the opening of Ippudo in the city, before crossing to work for Plenus Australia.

"We really want to offer the traditional Japanese set meal you'd get in Tokyo. It will be authentic, we haven't changed the recipes at all," he says.

There is one change though. While the restaurants in Japan are called Yayoi Ken, here they've decided to drop the Ken. Surely Australians love a Ken?

"We thought Yayoi was enough of a mouthful," Coates explains.

They’ll open a second restaurant in Sydney, followed by Melbourne and Adelaide.

Plenus may also bring its Hotto Motto restaurant to Sydney.

This new battleground for Japanese food has seen the giant Toridoll, which has a chain of 700 shops in Japan, recently open a local outlet with plans for up to 10. 

It says Australia was chosen over other Western countries because of its taste for Asian food. 

As well, from next year Sydney will have a new Tokyotown district at the redeveloped Carlton & United brewery site in Chippendale.

Source:  Good Food - 19 May 2014