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Friday, March 29, 2024

Mango Tree Celebrates 20 Years Of Success In Japan

Mango Tree Worldwide, the leading Thai restaurant operator, is celebrating the 20th anniversary of its operations in Japan, which has grown rapidly to become its largest global market with 24 outlets all across the “Land of the Rising Sun”.

When the company made its Japanese debut in Japan in 2002, Thai food was not especially popular in the country. Local people were not always familiar with the flavours, fragrances and, above all, the spices used in traditional Thai dishes. Fast forward two decades and Japanese people don’t only enjoy Thai cuisine as a special treat; they even grab dishes like pad krapaokhao pad and pad Thai while out shopping, during their lunchbreaks and on their way to and from work.

Key to the success of Mango Tree in Japan has been its commitment to offering highly authentic Thai cuisine in line with the changing tastes of local diners. In fact, the group has played a role in shaping Japanese tastes. For example, pungent ingredients such as kapi (shrimp paste) and even pak chi (coriander) were rarely found on Japanese menus in 2002. Now, Mango Tree creates dishes that highlight these ingredients, including a special pak chi spring roll that was crafted especially for Japanese diners.

While some aspects of the menus are still localised, Japanese diners can savour a full selection of traditional Thai dishes, including light appetisers, aromatic soups, spicy salads, curries, wok-fried dishes, fresh seafood, barbecued meats, tropical desserts and more, all crafted by Thai culinary experts or talented, fully-trained local chefs. These delicacies are accompanied by an extensive selection of beverages, including fresh fruit juices and tropical blends, cold beers, fine wines and premium whiskies.

Mango Tree has been instrumental in the promotion and development of Thai cuisine in Japan. Since the opening of its first full-service Mango Tree branded restaurant in Tokyo in 2002, the company has opened 23 new locations across the country and introduced diners to three of its industry-leading brands. One unique aspect of Mango Tree’s strategy in Japan has been its “grab and go” concepts, including Mango Tree Café and Mango Tree Kitchen. These small, convenient dining outlets offer Mango Tree’s freshly-made Thai dishes to Japanese diners on the go, focusing on areas of high footfall such as transport hubs, retail malls and lifestyle complexes.

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