Japanese restaurant chain BOTEJYU is celebrating its 10th anniversary in the Philippines, marking a decade of growth that has seen the brand expand to more than 100 stores nationwide.
Originally founded in Osaka, Japan, in 1946, BOTEJYU has built a reputation as one of the country’s pioneering okonomiyaki restaurants. The brand is credited with introducing the use of mayonnaise in okonomiyaki and creating modern-yaki, a dish that combines okonomiyaki and yakisoba, innovations that have since become staples of Japanese cuisine.
BOTEJYU entered the Philippine market in 2016 through Viva International Food and Restaurants Inc., led by Viva Group of Companies Chairman and CEO Vic Del Rosario, in partnership with BOTEJYU Group Representative Director and CEO Hideto Kurita. Since opening its first branch, the restaurant chain has steadily expanded its footprint across Metro Manila and key provincial cities.
Its first 10 Philippine locations included branches 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.
Over the years, BOTEJYU has broadened its menu beyond its signature Osaka-style dishes to include ramen, sushi, rice bowls, tempura, gyoza, salads, and other Japanese favorites. Among its best-selling offerings are the Botekara All-Star, All-Star Takoyaki, Pork Tonkotsu Ramen, Classic Pork Tonkotsu Udon, California Roll, Hokkaido Style Grilled BBQ Pork Rice Bowl, Teriyaki Chicken Rice Bowl, Diced Teriyaki Beef Garlic Steak Rice Bowl, Prawn Tempura Rice Bowl, and Original Char Siu Pork & Egg Fried Rice.
According to the company, BOTEJYU’s continued growth in the Philippines is anchored on its commitment to serving authentic Japanese cuisine while adapting to the preferences of Filipino diners. The brand attributes its success to its Japanese culinary heritage, diverse menu selection, expanding nationwide presence, and focus on delivering quality dining experiences.
As it celebrates its first decade in the country, BOTEJYU said it plans to continue expanding into more cities and emerging markets while introducing new menu offerings inspired by Japan’s culinary traditions. The company also aims to enhance its customer experience through operational improvements, digital innovations, and customer-focused initiatives.
