A vibrant new multi-concept Japanese dining and lifestyle destination, IKIGAI CONCEPTS, is opening on 1 October 2021 at Nina Mall II in Tsuen Wan West.

IKIGAI CONCEPTS unveils a spectacular 12,000 sq ft one-stop hub for a spectrum of cuisines and lifestyle experiences at the launch of a new brand embracing the Japanese philosophical spirit of ‘ikigai’ – the sum of bijou joys in everyday life results in more fulfilling life as a whole.

Launched by Hong Kong-listed Chevalier Group, the lively concept ranks among Hong Kong’s largest and spectacular for introducing “the rich, diverse experience of Japanese beloved culinary culture and lifestyle in one vibrant venue,” said Business Development Director Mr Christopher Liu.  “IKIGAI CONCEPTS is appealing to all fans of Japanese cuisine and lifestyle, combining wine and dine with a unique concept store, we hope to invite our guests to enjoy the little things in life.”

The assembly of diverse lifestyle experiences is especially unique in Hong Kong – gather all aspects of Japanese dining in one lively, exciting venue.  Distinctive zones are inspired by Japan’s lifestyle and diversity of unpretentious culinary culture – from a cosy ‘kushiyaki’ grill for tasty skewers to popular ‘washoku’ favourites, stylish ‘omakase’ for ‘chef’s choice’ seasonal seafood sashimi and sushi, and classy ‘teppanyaki bar’ with a modern twist.

Exceptional omakase experience for ‘chef’s choice’ seafood sushi and sashimi with counter seating for chef interaction presents premium catches according to season – from flavoursome “King of the Fish” Kinki,

The cosy ‘kushiyaki’ grill is headlined by an authentic artisanal grill over ‘binchotan’ charcoal, renowned for high-end grilling for flavour perfection of meat and vegetable skewers

delectable Botan Ebi and sweet Samegarei flounder from Hokkaido to Japan’s staple ‘iwashi’ Sardine, ‘sanma’ Mackerel Pike known as “Autumn Sword Fish”, yellowtail Buri, pungent Bonito, sweet Amaebi shrimp, exquisite Hokkigai surf clam and a rich variety of seasonal Japanese Oysters from Nagasaki, Akkeshi, Kyassen Bay and Murotsu.  Affordably starting from just HK$380 (lunch) / HK$780 (dinner) per person, the ‘omakase experience for all’ also spotlights an extensive range of sake pairing options.

The cosy ‘kushiyaki’ grill is headlined by an authentic artisanal grill over ‘binchotan’ charcoal, renowned for high-end grilling for flavour perfection of meat and vegetable skewers.  Decadent, creative house specialties range from Chicken Liver Pate & Toast, Cheese Tamagoyaki with Crab Sauce to Bacon & Cherry Tomato with Kimchi Sauce.

‘washoku’ kitchen features favourites from extraordinarily light and crispy tempura from a secret recipe to teishoku and show-stopping donburi rice bowl specialties highlighted by Hokkaido scallop, sea urchin, crab and tuna, which is sourced by the restaurant’s professional team from several of Japan’s reputable seafood suppliers.

An interactive ‘teppanyaki bar’ for melt-in-your-mouth A5 Miyazaki Wagyu Rib-Eye, fresh-caught South African Abalone, Whole Lobster and more, will open in early October 2021.

With down-to-earth conviviality at the heart of IKIGAI CONCEPTS, a ‘sake tasting lounge & bar’ offers wide choice of tasting options by the glass from around 30 exquisite yet affordable award-winning, classic and seasonal sake labels showcasing both traditional and modern brewing techniques.

The sake hub uniquely features interactive vending dispensary Sake Z, matching each individual with sake that best suits their taste with fun technology inviting diners to scan menu QR codes for instant information on flavours, food pairing, popularity ranking and sommelier’s choice.

Among signature sake hand-picked by professional sake sommelier, Daimon 35 Junmai Daiginjo is an international award winner renowned for two centuries, served at Michelin Star restaurants and to world leaders and dignitaries at the G20 Submit in Osaka in 2019.  Sinsen Daiginjo is the pride of a brewery favoured by the elite, served at government functions to VIPs including the Japanese royal family and aboard Japan’s version of ‘Air Force One’.

Hakurakusei Junmai Daiginjo is a rising star curated especially as the ‘ultimate food pairing sake’; and Soutenbou Takane Nishiki Junmai Daiginjo is an historic brewery dating back centuries to the Edo ‘shogun’ era, faithfully continuing traditional ‘Echigo toji’ brewing from local rice and mountain water for a unique palate.

IKIGAI CONCEPTS extends the ‘ikigai’ spirit of fulfilling life with everyday delights from relaxation over delicious food and drinks to premium lifestyle retail products, from ‘o-choko’ sake cups to other artifacts and souvenirs, wide selection of sake for takeaway and periodic sake workshops to share knowledge of Japan’s iconic beverages with customers and diners.

Seating 199 over 12,000 sq ft of five zones, IKIGAI CONCEPTS features two private dining rooms, each seats up to 10 guests.

Interiors by leading Tokyo-based Japanese design house Nomura Design with over 120 years of aesthetic experience, incorporate the theme in a clean contemporary style with muted colour wooden furnishing, rustic trellis ceilings and expansive floor-to-ceiling windows.

IKIGAI CONCEPTS soft opens on 1 October 2021 at Shop 211, Nina Mall II, Tsuen Wan West, Hong Kong; operates daily from 12noon – 11pm.  The brand envisages expanding to other locations in Hong Kong in the first half of 2022.

For enquiries, please visit www.ikg.hk or email ninamall@ikg.hk or call (852) 2618-2812.