Capturing the World of a Premium Tonkatsu Brand in One Book: 'Tonkatsu YOI' Brand Concept Book Project Launched

En Corporation (headquartered in Machida City, Tokyo; President Kohtaro Sugimoto) announces the launch of the 'Tonkatsu YOI Brand Concept Book' to convey the brand's value to a wider audience.

The book is scheduled for completion on October 30, 2026.

This concept book will compile Tonkatsu YOI’s dedication to ingredients, craftsmanship, hospitality, store ambiance, and brand story into a single volume, to be distributed to prospective franchisees, business partners, and domestic and international media.

Background of the Concept Book Project

In recent years, global interest in Japanese cuisine has surged, driving continuous growth in the premium Japanese food market and inbound tourism demand.

Tonkatsu YOI has long upheld the brand philosophy:

"The finest pork, prepared with the finest technique."

Delivering Japan’s culinary culture and omotenashi (hospitality) through this principle.

As the brand expands its franchise network nationwide, it has decided to produce an official brand concept book to clearly and consistently communicate its core values and brand vision.

Planned Content

The brand concept book will include the following sections:

Brand Story

Introduction to the origins of Tonkatsu YOI and its brand philosophy.

Commitment to Ingredients

Features on carefully selected branded pork and ingredients, as well as collaborations with producers.

Artisan Techniques

Explanations of the culinary techniques and quality control measures that support premium tonkatsu.

Hospitality

Presentation of service standards and philosophy befitting a high-end dining establishment.

Store Design

Insights into the concept behind store spaces and brand design.

Franchise Model

Details on the region-co-creation franchise model and franchisee recruitment policies.

Future Vision

Overview of domestic expansion plans and international development strategies.

National Franchise Recruitment and Regional Co-Creation Model

En Corporation is currently seeking franchise partners in the following cities:

- Kyoto City - Kanazawa City - Fukuoka City (Tenjin) - Sapporo City - Osaka City (Umeda) - Yokohama City - Nagoya City - Fujisawa City - Sendai City - Hamamatsu City - Omiya City - Niigata City

The brand concept book will also serve as a recruitment document, emphasizing that Tonkatsu YOI is not merely a restaurant chain, but a region-co-creation brand centered on the theme:

"Japanese Culture × Inbound Tourism × Premium Food Culture."

Sharing Japanese Tonkatsu Culture with the World

Tonkatsu YOI aims to be more than a dining experience — it aspires to be a brand that communicates Japan’s proud food and hospitality culture globally.

Through this concept book, the brand will systematically share its worldview and expand shared understanding among franchisees, partners, and customers.

Additionally, the company plans to strengthen its official YouTube channel and collaborations with various media to further promote the charm of Japanese tonkatsu culture worldwide.

Company Overview

Company Name: En Corporation

Representative: President and CEO Kohtaro Sugimoto

Head Office: 4-34-1 Takasaka, Machida City, Tokyo

Corporate Office: NS Plaza 1B, 7-4-11 Tamagawa Gakuen, Machida City, Tokyo

Founded: December 1, 2015 (Founded: January 2015)

Capital: 5,550 thousand yen

Fiscal Year End: November

Employees: 25 full-time staff, 80 part-time and contract workers

Business Activities: - Operation of premium tonkatsu specialty restaurants - Franchise headquarters management - Franchise development support - Restaurant consulting services

Brand: Premium Tonkatsu YOI

URL: En Corporation Official Website https://en-foodbiz.com

[Inquiries Regarding This Announcement] En Corporation Franchise Division Corporate Office: NS Plaza 1B, 7-4-11 Tamagawa Gakuen, Machida City, Tokyo Franchise Contact: Shuntaro Sasaki MAIL: sasaki@en-foodbiz.com