Experience the SDGs Through Food at Itochu's New Family Restaurant

Itochu has opened a new style of SDGs-themed family restaurant that offers delicious food while sending out an important message about eating sustainably.

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Itochu Corporation has announced the opening of the "Hoshino Kitchen" restaurant on the premises of its headquarters in Tokyo's Kita-Aoyama district on January 21. The new restaurant offers customers the chance to casually experience the SDGs through eating.

The menu features sustainable ingredients such as soy meat and organic vegetables. Designed in family restaurant style, everyone from children to adults can enjoy the delicious food on offer.

Eating Sustainably Made Easier

Opening a restaurant inside the headquarters of a trading company is not typical. "We are opening this restaurant not to make a profit, but to enable parents and children to experience the SDGs firsthand through food," remarked Masahiro Okafuji, Chairman and CEO of Itochu. "We intend to be a leading company on the SDGs," he added.

Some menu items from Hoshino Kitchen. (Photo courtesy of the Itochu Corporation)

The restaurant has a capacity of 64 inside and outdoor terrace seating for approximately 100. Business hours are from 11:00 a.m. to 9:00 p.m. Hoshino Kitchen is closed on Mondays.

The menu includes spaghetti bolognese with soy meat substituted for ground meat (¥1,500 JPY including tax), Margherita pizza with soy cheese and organic tomatoes (¥1,600), banana shake using non-standard bananas (¥700), and a children's lunch with sustainably-raised fried shrimp (¥950 yen). A deli box designed by model Ai Tominaga (¥1,300) is also available for take-out only.

Indoor seating at the Hoshino Kitchen family restaurant. (Photo courtesy of the Itochu Corporation)

Kitchen and store operations are to be handled by Transit General Office, a firm based in Shibuya, Tokyo, that is involved in the café and restaurant business.

On July 19, Itochu held the restaurant's grand opening event. Ai Tominaga, the designated "evangelist" of the Itochu SDGs Studio, was in attendance, along with the celebrity couple Masaru Hamaguchi of the manzai comedy duo Yoiko and gravure idol Akina Minami.

In her remarks,  Tominaga asserted, "People generally have the impression sustainable food is beyond their reach. But I want people to know that these foods are no different from what we usually eat, and they are delicious."

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