TERUZUSHI

Overview

A case study of establishing the head chef as an IP, designing global outreach through non-verbal × high-quality video content, achieving 200 million total SNS views and 600,000 followers, generating tens of millions of yen in sales through viral success.

At “TERUZUSHI,” a sushi restaurant in Kitakyushu, we designed a content strategy positioning the head chef himself as an IP.
Focusing on the global affinity of Japanese cuisine and sushi as a theme, we created non-verbal content that does not depend on language. Through impactful editing that combines high-quality video production with international music, we achieved SNS distribution that reaches wide audiences both domestically and internationally.

Strategy

Establish the head chef as an IP and design outreach to a wide range of audiences including international markets through non-verbal × high-quality video content.

Focusing on the global affinity of sushi as a theme, we created non-verbal content that does not depend on language. We concentrated on impactful editing that combines video quality with international music, pursuing content that resonates regardless of nationality. Additionally, to avoid relying solely on ingredient appeal, we went through repeated trial and error to incorporate the head chef himself as an IP in the videos, evolving into a design capable of continuously generating viral success. By repurposing content created on TikTok to other SNS platforms such as Instagram, we achieved simultaneous expansion of followers and sales.

Results

Achieved 200 million total SNS views and 600,000 followers. Viral success directly translated into actual demand generating tens of millions of yen in sales, growing into a restaurant visited by VIPs from around the world.

TikTok content recorded an average of over 2 million views, achieving 400,000 TikTok followers in just six months. Total SNS views reached 200 million. Instagram followers also expanded through repurposing TikTok videos to other SNS platforms, making the restaurant with a 40,000 yen price point difficult to book. Sales of Teru Sushi knives also surged rapidly, with viral success directly translating into tens of millions of yen in sales. Pop-up store openings in Hawaii, Singapore, Saudi Arabia, and other locations were also realized, growing into a restaurant visited by VIPs from around the world.