Banpuku Yokocho Izakaya
Bangkok, Thailand
Bringing a Japanese Izakaya Street Experience
to Local Bangkok Diners
Launched during COVID – Now Expanded to Multiple Locations
Our Role
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Strategic Concept Development
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Brand & Experience Design
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Spatial & Environmental Design (Film Set Approach)
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Operational System Setup (Supplier-led Efficiency Model)
Project Story
At the height of COVID, Thailand’s tourism collapsed. A local hotel group, faced with underutilized resources, approached us to co-create a new business that could serve local Bangkok residents rather than tourists. The opportunity wasn’t inside the hotel — but to repurpose its supply chain, staff, and operational knowledge into something new and sustainable.
What We Did
We developed Banpuku Yokocho, a Japanese street-style izakaya designed to transport local customers to Tokyo without leaving Bangkok. Rather than reinventing the wheel, we studied existing izakaya trends and focused on delivering authenticity and affordability — targeting groups and families.
The key strategy: treat the venue like a film set — building an emotionally immersive, believable Japanese environment using real props and clever design tricks to stay low-cost but high-impact. Food prep was streamlined using semi-prepared Japanese ingredients from suppliers, so the on-site team could focus on service and atmosphere.
The Result
The result was a fast-moving, cost-efficient brand that resonated with locals. Banpuku expanded to several locations, building a reputation as an affordable, authentic Japanese dining spot. The hotel group could activate idle resources during a crisis while staying asset-light — and the concept has remained competitive and scalable in the Bangkok market post-COVID.
Brand Concept
The name “Banpuku Yokocho” (万福横丁) roughly translates to “Alley of Abundance.” It captures the spirit of Japan’s lively backstreet izakayas — places filled with laughter, grilled skewers, and late-night conversations. For us, it’s about creating a believable, everyday escape where locals can experience the warmth and energy of Tokyo’s food alleys — without leaving Bangkok. A place that feels both special and accessible.
Like what we do?
Book a free 30-minute intro call — no pressure, just a chance to see if we’re the right fit.