AP Holdings to Open First 'Uranoyama no Kinoko' Franchise Store in Umeda on May 21

AP Holdings Co., Ltd. (Headquarters: Toshima-ku, Tokyo; Chairman and President: Hisashi Yoneyama; hereinafter referred to as 'the Company') will open 'Uranoyama no Kinoko Umeda' on Thursday, May 21, 2026. The new restaurant will be located at the former site of the 'Kagoshima Prefecture Kirishima City Tsukada Nojo Umeda Gather Hankyu Store' (closed in March 2026) within the Hankyu Gather building in Umeda, Osaka.

The Umeda location will be the first franchise store for 'Uranoyama no Kinoko', and the store operations will be managed by FOOLISH Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo; President: Keisuke Takamura).

About 'Uranoyama no Kinoko'

'Uranoyama no Kinoko' is the Company's specialty hot pot brand, which first opened in Shibuya on December 3, 2021.

Breaking away from the conventional image of Chinese-style 'hot pot', the brand blends global medicinal herbs and spices—including those from China and Taiwan—with Japanese dashi (broth) culture, uniquely branding it as 'Japanese-style hot pot'.

By featuring mushrooms as the main ingredient, this mushroom hot pot can be enjoyed in large quantities without guilt. Beyond being healthy, it offers an expansive dining experience: the visually stunning 'Mushroom Basket' inspires guests to take photos the moment it arrives, while staff finish preparing the dish at the table, explaining the names and characteristics of each mushroom, making the meal fun, delicious, and memorable.

Focusing on rare, low-production mushrooms, the brand communicates the appeal of mushrooms—typically perceived as a winter-only ingredient—year-round. Growing as a specialty hot pot restaurant where rare mushrooms can be eaten in any season, the brand currently operates two stores in Tokyo (Shibuya and Ebisu). In June 2026, a third directly-managed store will open in Kichijoji, Tokyo.

Making 'A slightly better restaurant than usual' accessible

In response to recent trends in the food service industry, where inflation and rising ingredient costs have made consumers highly price-sensitive, the Company advocates a unique 'Rare-Mass Strategy'. This strategy targets the space between high-end restaurants (the 'Rare' tier) and mass-market eateries (the 'Mass' tier), offering 'a touch of everyday luxury (special occasions)' at accessible prices.

Specifically, with an average customer spend of 4,000 to 5,000 JPY, the pricing is higher than family restaurants and budget izakayas but overwhelmingly cheaper than high-end dining. Leveraging the Company's proprietary 'Direct Production-to-Sales Model', the restaurant provides high-quality ingredients—typically only available at high-end establishments—at prices close to mass-market levels, achieving both high quality and low cost.

At 'Uranoyama no Kinoko', this Rare-Mass target demographic is offered an experiential value that goes beyond 'cheap and tasty'. Guests experience the surprise and joy of eating such high-quality food at this price point. Consequently, the brand is expanding as a dining option not only for special anniversaries but also for weekdays when customers want 'to eat something a little nicer than usual'.

'Uranoyama no Kinoko Umeda Store'

Store Interior Concept

Similar to the Shibuya and Ebisu locations, the interior extensively incorporates wood grain and natural materials, creating an organic atmosphere akin to standing amidst street trees.

Playfulness is also incorporated into the 'Sauce Station', which enhances the entertainment value of Uranoyama no Kinoko. Despite the elegant design, the space is designed to facilitate communication, born from a desire to value the closeness between customers and the staff who explain eating methods and medicinal herbs.

Please enjoy the unique experiential value of the aroma of mushrooms and spices that fills the restaurant the moment you step inside, along with the distinct space.

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Recommended Menu

The signature 'Kinoko Course' is a standard plan that condenses the charm of 'Uranoyama no Kinoko'. It begins with popular appetizers like the famous 'Deep-fried Porcini Mushroom Spring Rolls' and 'Fresh Mushroom Spring Rolls', followed by an impressive hot pot featuring an array of 12 types of mushrooms. This healthy yet highly satisfying course is perfect for women's gatherings or a slightly luxurious everyday dinner. Please enjoy a mushroom-filled moment that delights both body and soul.

Kinoko Course (4,800 JPY)

Appetizers:
Fresh Mushroom and Chicken Spring Roll (Half)
Urayama Special Deep-fried Porcini Mushroom Spring Roll
Palate Cleanser: Potato Râpées
Mushroom Hot Pot Set (Herbal Medicine/Mala Soup / Mushroom Bouquet / Seasonal Colorful Vegetables & Tofu / Local Chicken Meatball / Kagoshima Pork Belly)
Finishing Noodles: Vegetable Noodles
Dessert: Almond Jelly

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[Weekend Only] Lunch Course (3,500 JPY)

Lunch menu available only on Saturdays, Sundays, and holidays.

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A basic hot pot set enjoyed with two types of soup: Herbal Medicine and Mala.

Mushroom Bouquet / Seasonal Colorful Vegetables & Tofu / Local Chicken Meatball / Kagoshima Pork Belly / Vegetable Noodles

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[Store Overview]

Store Name: Uranoyama no Kinoko Umeda Store

Opening Date: Thursday, June 21, 2026

Location: Gather Hankyu 6F, 1-3-1 Shibata, Kita-ku, Osaka, Osaka Prefecture

Business Hours:

Monday to Friday, Day before holidays -