Hong Kong’s Aeon Stores has formed a strategic partnership with Japan’s Idea Company to bring Japanese restaurant chain Tsuruhashi Fugetsu into the territory.

As part of the collaboration, Aeon Stores will develop the Tsuruhashi Fugetsu brand in Hong Kong, strengthen its characteristics, and promote store expansion.

With a history of more than 70 years in Japan, Tsuruhashi Fugetsu specialises in Okonomiyaki, offering unique flavour, fresh ingredients, and healthy recipes. The chain has expanded to the US, South Korea, Thailand, and Taiwan. 

Takenori Nagashima, MD of Aeon Stores, said the strategic cooperation will help the company accelerate its development and enhance competitiveness in the catering chain store sector.

The company will continue to expand its store network and introduce more well-known Japanese brands to Hong Kong, added Nagashima.

Aeon Stores operates 10 general merchandise stores (GMS), two independent supermarkets, 33 Living Plaza by Aeon locations, 30 Daiso Japan stores, and one Bento Express by Aeon in Hong Kong. It also opened 21 GMS and 15 independent supermarkets in Guangdong.