Bringing People Back to Dining Out: Kobe-based project 'Usago' launches on June 5, 2026, to expand 'dining style' options.
On June 5, 2026, 'Usago' will launch its official website, allowing users to find restaurants based on 'how they want to eat.' This collaborative project connects restaurants with individuals who have previously avoided dining out due to concerns about portion sizes or ease of eating, offering custom-tailored 'just right' dishes.
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- 📰 Published: June 5, 2026 at 00:00
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On June 5, 2026, the Usago project will officially launch its website (usago.jp), enabling users to search for participating restaurants based on their preferred 'dining style.' Usago is a co-creative project that bridges the gap between individuals who have avoided dining out due to concerns about quantity, ease of eating, or seasoning, and restaurant owners who say, 'We can accommodate that.' Since the soft launch on March 5, 2026, they have collaborated with eight restaurants in Higashinada-ku, Kobe, to develop 'just right' dishes, known as 'Usago Menus.'
■ Personal struggles with 'not being able to finish' led to this Kobe-based service
1. People are excluding dining out from their options
As a local writer in Kobe for about eight years, I have covered many restaurants, including those known for huge bowls of ramen or large portions. While I was interested, I often avoided them, lacking the confidence that I could finish a meal. If someone from the current generation feels this way, I wondered if the barriers to dining out might be even higher for the elderly. I realized there are people who actually want to enjoy eating out but have removed it from their lifestyle options.
2. The charm of local shops not yet reaching people in the SNS era
Attracting customers to restaurants is increasingly differentiated by whether they use social media like Instagram. However, for many shops, continuing daily operations while also managing photography, posting, and updating information is not easy. Usago aims to help deliver the charm of these deeply rooted local shops to the people who need it.
3. A new option for dining out by avoiding peak times
Through my reporting, I often visited shops outside of lunch peak hours. I felt that if we utilized these non-congested times, we could create new dining options in a way that is manageable for the restaurants. These three realizations led to the birth of Usago.
■ What is Usago?
Usago is a 'gentle' dining project from Kobe that allows users to find restaurants based on 'how to eat' rather than cuisine category. Needs vary—some worry about large portions, some want soft foods, some prefer low salt or oil, some are looking for high-protein/low-calorie meals while dieting, and others need shareable options for children. Usago addresses these often-unspoken desires and connects them with the 'We can do that' spirit of restaurant owners. Together, they adjust portions, texture, seasoning, and service time to develop 'Usago Menus,' transparently visualizing what each shop can offer.
■ Five categories based on 'dining style'
- Just Right: For those who want to enjoy a meal in an amount that is 'just right' for them (e.g., small, half-portion, less rice).
- Diet & Fitness: For those focused on body shaping or dieting with high-protein, low-calorie, or veggie-rich options.
- Low Salt & Oil: For those concerned about seasoning or wanting a lighter meal after eating.
- Soft & Easy: For those who prefer softer textures or bite-sized pieces for ease of eating.
- Kids Friendly: For those looking for shops that are easy to visit with children and offer shareable or easy-to-split meals.
■ The three values created by Usago
1. Meeting overlooked needs and delivering new customers to restaurants. Through Usago Menus, individuals who previously avoided dining out can now enjoy meals at restaurants.
■ Personal struggles with 'not being able to finish' led to this Kobe-based service
1. People are excluding dining out from their options
As a local writer in Kobe for about eight years, I have covered many restaurants, including those known for huge bowls of ramen or large portions. While I was interested, I often avoided them, lacking the confidence that I could finish a meal. If someone from the current generation feels this way, I wondered if the barriers to dining out might be even higher for the elderly. I realized there are people who actually want to enjoy eating out but have removed it from their lifestyle options.
2. The charm of local shops not yet reaching people in the SNS era
Attracting customers to restaurants is increasingly differentiated by whether they use social media like Instagram. However, for many shops, continuing daily operations while also managing photography, posting, and updating information is not easy. Usago aims to help deliver the charm of these deeply rooted local shops to the people who need it.
3. A new option for dining out by avoiding peak times
Through my reporting, I often visited shops outside of lunch peak hours. I felt that if we utilized these non-congested times, we could create new dining options in a way that is manageable for the restaurants. These three realizations led to the birth of Usago.
■ What is Usago?
Usago is a 'gentle' dining project from Kobe that allows users to find restaurants based on 'how to eat' rather than cuisine category. Needs vary—some worry about large portions, some want soft foods, some prefer low salt or oil, some are looking for high-protein/low-calorie meals while dieting, and others need shareable options for children. Usago addresses these often-unspoken desires and connects them with the 'We can do that' spirit of restaurant owners. Together, they adjust portions, texture, seasoning, and service time to develop 'Usago Menus,' transparently visualizing what each shop can offer.
■ Five categories based on 'dining style'
- Just Right: For those who want to enjoy a meal in an amount that is 'just right' for them (e.g., small, half-portion, less rice).
- Diet & Fitness: For those focused on body shaping or dieting with high-protein, low-calorie, or veggie-rich options.
- Low Salt & Oil: For those concerned about seasoning or wanting a lighter meal after eating.
- Soft & Easy: For those who prefer softer textures or bite-sized pieces for ease of eating.
- Kids Friendly: For those looking for shops that are easy to visit with children and offer shareable or easy-to-split meals.
■ The three values created by Usago
1. Meeting overlooked needs and delivering new customers to restaurants. Through Usago Menus, individuals who previously avoided dining out can now enjoy meals at restaurants.
FAQ
What is USAGO?
USAGO is a kind and accessible dining project originating from Kobe that allows users to find participating restaurants based on factors like 'quantity', 'softness', and 'salt and oil content' rather than cuisine genre.
When will USAGO start?
The official website (usago.jp) will launch on June 5, 2026.
What is the USAGO menu?
The USAGO menu is a collaborative effort with restaurant owners to adjust factors such as quantity, ease of eating, seasoning, and serving time. It caters to individuals who prefer smaller portions or are on a diet, providing options that suit their needs.
Is there a way to identify participating restaurants?
Participating restaurants can be identified by a dedicated sticker displayed at the entrance and an acrylic stand (akusta) placed inside the store.
Why was the USAGO project created?
The USAGO project was created to bridge the gap between people who avoid dining out due to concerns about finishing their meals and local restaurants that face challenges with social media promotion. It aims to provide new dining options during less busy hours.