Japanese cuisine has become a familiar part of the Philippine dining scene, with ramen, sushi and rice bowls now widely available across the country. Among the restaurant chains that have expanded alongside that growing appetite is Botejyu, which this July marks its 10th year in the Philippines.
Founded in Osaka in 1946, Botejyu began as an okonomiyaki specialty restaurant and has spent more than seven decades serving one of the Japanese city’s best-known comfort foods. The restaurant says it was the first to serve okonomiyaki with mayonnaise, now a common accompaniment, and introduced “modern-yaki,” a variation that combines okonomiyaki and yakisoba. Its name is derived from the sounds of preparing the dish: “bote,” the sound of flipping okonomiyaki, and “jyu,” the sound of it cooking on a hot grill.
The brand arrived in the Philippines in 2016 through Viva International Food and Restaurants Inc., headed by Viva Group of Companies chairman and CEO Vic del Rosario, in partnership with Botejyu Group representative director and CEO Hideto Kurita.
Its first 10 branches opened at SM Mall of Asia, SM Megamall, Robinsons Galleria, Ayala Malls Cloverleaf, Ayala Malls Vertis North, Festival Mall, Ayala Malls Feliz, SM City Pampanga, Robinsons Magnolia and Ayala Malls Solenad.
From that initial rollout, the restaurant has grown to more than 100 stores nationwide, according to the company, reflecting the continued popularity of Japanese cuisine among Filipino diners.
While okonomiyaki remains closely associated with the restaurant’s origins, the menu has expanded to include ramen, sushi, rice bowls, tempura and other Japanese favorites.
Among its best-selling dishes are the Botejyu Special Salad, Fried Prawn Katsu Platter, All-Star Takoyaki, Teppan Grilled Pork Gyoza, Pork Tonkotsu Ramen, Diced Teriyaki Beef Garlic Steak Rice Bowl, and Classic Pork Tonkotsu Udon.
The company attributes the brand’s growth to its Japanese culinary heritage, its focus on quality and its efforts to adapt to local tastes while remaining rooted in Osaka’s food traditions. It also cites the support of its customers and employees as factors behind its continued expansion.
As it enters its second decade in the Philippines, the company says it plans to further expand into key cities and emerging markets while introducing new menu offerings inspired by Japanese culinary traditions. It also intends to enhance the dining experience through operational improvements, digital initiatives and other customer-focused programs.