Why authentic Japanese cuisine and Singapore don’t easily mix: the story of Misato

, the owner explained that having a background in Japanese cuisine and having Japanese friends is not enough for this particular type of business to succeed in Singapore’s competitive F&B industry.

“Initially, I thought I could be very successful like those entrepreneurs like Din Tai Fung or whatever. Having said that, I thought it was easy. But, when you set up it’s going through a lot of very difficult times,” he explains. “But, the funny thing is, I find that we have an edge over some of the restaurants struggling and losing money. So, I hope that the people will come and support us and try our food.”As chef Young mentioned, he initially thought starting a Japanese restaurant would be easy but was faced with the harsh reality that this particular cuisine has its own set of business implications.

Another implication of being an authentic Japanese restaurant is its lack of fame. Japanese chefs, those that you can find in the street corners of Tokyo who have been operating their quaint establishments for almost a generation, do not seek fame or fortune. The truly authentic remain hidden gems.

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