Kushikatsu Tanaka launches first major rebrand in 16 years
Japan’s popular izakaya chain Kushikatsu Tanaka announced in Tokyo on the 4th that it is undertaking its first full-scale rebranding since its 2008 debut, unveiling a refreshed logo and a new concept aimed at creating a more welcoming, refined space—especially for families and women. The move underscores how Japan’s dining leaders are innovating to match changing customer expectations while preserving the country’s celebrated hospitality and value-driven dining culture.
Kenji Kan, chairman and president of the company operating Kushikatsu Tanaka, recalled that the brand was born during the post-Lehman shock downturn as a place where customers immediately understood its affordable pricing. Looking ahead to the next 10–20 years, he said the chain will evolve its look and feel—“even upgrading from simple pipe chairs to more comfortable seating, with a greater emphasis on cleanliness and polish”—without losing the approachable spirit that made the brand a national favorite.
New logo, new feel: A more comfortable, polished izakaya
The rebrand centers on a sleeker visual identity and a store environment designed to make it easier for families and female guests to drop in for casual meals. Rolling out first in directly managed outlets before expanding across the network, the redesign will update signage, interiors, and seating to deliver a brighter, more comfortable experience while keeping service quick and prices accessible—hallmarks of Japanese casual dining.
Pop idol Ayaka Sasaki tapped as official PR ambassador
Adding star power to the refresh, Ayaka Sasaki of Momoiro Clover Z—long a self-professed fan of the chain—has been appointed official PR ambassador. “I genuinely love Kushikatsu Tanaka and kept talking about it on my podcast,” she said at the event. “I’m thrilled to be named PR ambassador and can’t wait to share even more love for the brand.” Her appointment bridges Japanese pop culture and everyday dining, amplifying the chain’s appeal to new audiences.
Value play: “Mugen Highball” at 100 yen from the 10th
In a surprise announcement, the company said that starting on the 10th it will introduce new value pricing nationwide: the signature “Mugen Highball” at 100 yen (110 yen including tax) and sours/chuhai from 290 yen (319 yen including tax). Sasaki reacted with a laugh—“That’s incredible! 100 yen?!”—capturing the crowd’s surprise. In a period when costs have risen across the industry, the bold price point showcases Japan’s knack for value and hospitality, and it is likely to intensify friendly competition among izakaya brands.
What international readers should know about kushikatsu
Kushikatsu—deep-fried skewers of meat, seafood, and vegetables—originated in Osaka and is a staple of Japanese comfort food. At Kushikatsu Tanaka, guests typically choose from a wide variety of skewers, dip them in a savory sauce, and enjoy them alongside highballs (whisky and soda), sours, or soft drinks. The chain has grown to hundreds of outlets nationwide by combining approachable prices with a lively yet relaxed atmosphere, and it has become a dependable stop for after-work gatherings, casual family dinners, and tourists seeking an Osaka-style bite across Japan.
Why this rebrand matters
For travelers and residents alike, the refresh signals a broader shift in Japan’s dining scene: modernization without losing the soul of neighborhood hospitality. By investing in comfort and design—while maintaining aggressive value pricing—Kushikatsu Tanaka is positioning itself for long-term relevance as Japan welcomes record inbound tourism and as more women and families look for convivial, affordable places to dine. Expect to see the new logo and interior upgrades appear progressively, with campaign details and store updates announced through official channels.
For Japan watchers, this is another example of the country’s quiet confidence: thoughtful design, smart pricing, and a customer-first mindset that keeps dining out in Japan both delightful and surprisingly affordable.
