Kampachi Restaurants And Equatorial Group Introduce The 47in27 Campaign

Over the course of the next 27 months, Kampachi Restaurants and the Equatorial Group invite you to go beyond the well-trodden paths of Tokyo, Osaka, and Kyoto to discover even more things to love about all 47 Japanese prefectures. Instead of short-term seasonal promotions, this initiative will celebrate the depth and diversity of every single prefecture equally and over an extended period of time. This will allow guests to authentically immerse themselves in centuries of the arts, culture, traditions, and cuisine of every Japanese prefecture, from Hokkaido to Okinawa and everything in between.

Executive chef of Kampachi, Koji Tamaru, will be leading the 47in27 campaign by curating the menus of all participating outlets and establishments: Kampachi, Ippudo, Maisen, Sky51, Sabayon, EQ Kuala Lumpur Hotel, and the Equatorial Group. Besides sourcing only the finest ingredients from Japanese harvests throughout the 27 months, his passion for and expertise in curating genuine Japanese experiences mean that patrons will personally and deeply appreciate the Japanese essential spirit of harmony—among all 47 prefectures, among all restaurants, and between the Japanese and Malaysian peoples.

“The idea of this 47in27 promotion is really about trying to give a sense of awareness to Malaysians that Japan is a very big and diverse country,” said Donald Lim, CEO of Equatorial Group and managing director of Kampachi Restaurants, during the launch event. “Just like Malaysia, with the kind of cultural and food diversity that the whole country offers, I think that 47in27 is going to be something that we can identify with as Malaysians, because we ourselves are a very diverse country. It’s all of the little differences that make it very interesting. So, over the next 27 months, we will explore all 47 prefectures and we will do so with an array of incredible brands that are part of our group.”

Some of the experiences that will be hosted as part of 47in27 include bluefin tuna cutting and then enjoying a Bluefin Trilogy showcase of Akami, Chutoro, and Otoro cuts of tuna; Sashimi Moriawase preparation and tasting; wagyu dinner pairings with boutique sakes; authentic ramen and tonkatsu experiences at Ippudo and Maisen restaurants, respectively; and more to be announced soon.

In addition, there are several incentives for customers to earn and enjoy. For starters, you’ll be gifted a complimentary Prefecture Card, Prefecture Pin, and be hailed as a ‘Bojiā’ (meaning ‘voyages’) when you first participate in this campaign (with a minimum spend of RM100). Collect more pins at all of the dining venues and, when you’ve got four within a specific regional season, you’re entitled to a limited-edition Milestone Plushie. They’re also available for purchase, just in case you want the kawaii companions that intensely.

“From Hokkaido to Okinawa, each region of Japan possesses its own unique climate, history, traditions, and culinary heritage. These local food cultures are closely connected with the seasons, local ingredients, craftsmanship, festivals, and everyday lives of local communities in Japan—the equivalent of kampung in Japan,” said His Excellency Noriyuki Shikata, ambassador extraordinary and plenipotentiary of Japan to Malaysia, during the launch event. “This rich diversity is one of Japan’s greatest charms and attractions. So, what makes this project particularly significant is that it goes far beyond the introduction of Japanese cuisine. It shines a spotlight on lesser-known regional specialties and local cultures, offering new discoveries, even to those already familiar with Japan.

“Through food, people can encounter not only new flavours, but also the unique stories, traditions, and ways of life of the various regions in Japan where those dishes have been created,” Shikata added. “By highlighting hidden gems beyond Japan’s major cities, this initiative also resonates strongly with Japan’s broad efforts to promote regional revitalisation and cultural diversity.”