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Dim Sum Scholar
Tokyo, Japan​

Reimagining Dim Sum for Japan – Brand & Shop Concept
2013

Our Role

  • Brand Creation & Storytelling

  • Market Feasibility Study

  • Menu & Experience Concept

  • Interior Concept Design

  • Mood & Visual Identity

 

 

Project Story

A Japanese restaurant group operating in Hong Kong saw an opportunity: the dim sum category in Japan was underdeveloped, lacking the cultural edge and personality seen in Hong Kong. They approached Livinism to conduct a feasibility study on how Hong Kong’s dim sum culture could translate into the Japanese market. Beyond research, they wanted us to conceptualize a full brand identity and spatial vision—despite not yet securing a physical site.

What we did

Drawing on our deep familiarity with Hong Kong’s traditional dim sum culture, we proposed a hybrid concept that preserved the nostalgic charm of old-school dim sum while translating it through the lens of Japanese izakaya culture. Since “dim sum” literally means “a little piece of heart,” the idea of small plates naturally aligned with izakaya’s casual, shareable format. We recommended a celebrative, night-friendly twist—pairing dim sum with cocktails and alcoholic drinks to introduce it as both a social and culinary experience Japan could culturally connect with.

 

The Result

The client walked away with a fully realized brand and shop vision, ready to pitch internally or to landlords and investors. The concept stood out not only for its culinary originality but also for its immersive storytelling—bridging nostalgic Hong Kong authenticity with Japan’s nightlife culture. With the "Dim Sum Scholar" persona leading the way, the project carved a distinct, ownable niche for dim sum in the Japanese market, despite having no physical site at the time.

 

 

Brand Concept

Dim Sum Scholar is built around a fictional persona—Dr. Fu, a cultured, eccentric food philosopher on a mission to reintroduce Hong Kong-style dim sum through the lens of curiosity and playful wisdom. The brand fuses East-meets-West surrealism with nostalgic visuals and vintage aesthetics, delivering a fresh take on tradition.

Designed as a “cult classic in the making”, the concept treats dim sum as a modern, shareable experience—served in a setting that borrows from Art Deco cafés, izakayas, and academic eccentricity. It’s not just about food, but a new cultural experience: part supper club, part culinary thesis.

Like what we do?

 

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Livinism is an independent consultancy offering practical food business solutions. We are not affiliated with any agency or franchise group — just real operators helping others grow with confidence.

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