A Modern Japanese Concept Built With Intention
Omoté has always been more than just a place to eat. In Singapore, it built its name on a fresh interpretation of modern Japanese dining, with bold flavors, generous chirashi bowls, and a brand personality that feels creative, contemporary, and genuinely enjoyable. It is the kind of concept that naturally attracts a loyal following because every part of the experience feels intentionally crafted. The food execution, the visuals, the marketing, and the energy behind the brand all work together to create something memorable.
However, taking a concept like Omoté into a new country is not simply about having great food. International expansion requires structure, clarity, and the right market-entry strategy, especially across competitive F&B markets in Southeast Asia. This is where we stepped in to support the next phase of Omoté’s growth.
Using the MRA Grant to Build a Clear Expansion Roadmap
By tapping into the Market Readiness Assistance (MRA) Grant from Enterprise Singapore, we supported Omoté to build a strong regional expansion roadmap. This included refining the brand’s overseas positioning, identifying suitable target markets, and conducting business-matching activities to find the right franchise partner. The MRA grant plays an important role in supporting Singapore brands that are entering new markets because it reduces early-stage risk, supports market research and helps brands begin their internationalization journey with more confidence.
Through this process, Astreem successfully matched Omoté with a franchise partner in the Philippines and laid the foundation for the brand’s entry into Metro Manila. The upcoming opening represents more than a single expansion milestone. It reflects what happens when a strong brand aligns its vision with structured market-entry support.
Why Omoté Works in Overseas Markets
What makes Omoté especially compelling in overseas markets is the universality of its concept. Its modern Japanese flavors travel well. Its brand identity is creative and relatable. Its combination of authenticity, marketing innovation, and strong food execution allows it to stand out in any dining landscape. This is the type of brand that enters a market, builds momentum, and creates a community around its identity.
Ready to Take Your Brand Overseas
For Singapore brands that aspire to go international, Omoté’s journey is a reassuring example that expansion does not need to feel overwhelming. With Astreem’s guidance and the support of the MRA Grant, brands gain clearer roadmap, stronger market insights and access to qualified partners who can grow the concept with integrity.
If you are exploring overseas expansion, whether within Southeast Asia or beyond, Astreem can help you define your strategy, identify aligned franchise partners and leverage the MRA Grant to make your market-entry journey smoother, faster and far more achievable.
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