Sun Restaurant Group

Date: April 2008

Client: Sun Restaurant Group

Agency: Media Dimension Pte Ltd

Job: Corporate Portfolio

Copywriting of:
- Executive Biography
- Corporate Profile
- Restaurants write-up

Concepts Copy: See below intro from restaurants' write-up

Why I Wrote What I Wrote:

Client wanted to create a corporate portfolio, the purpose of which is to provide background information on the personality and businesses of the Group to potential landlords of his future business venues. Had the opportunity to have dinner with the boss of the Group at one of his Japanese restaurants; that gave me a clearer idea of him and his businesses. For authenticity's sake, I found out the meaning behind the Japanese name and rather enjoyed reading up on daimyo and shogun.

Honjin:本陣 /troop headquarters /daimyo's inn /exclusive Japanese eateries

Honjin, which can be translated as "Head Inns", originally refers to generals' fortresses. Gradually transformed into temporary lodgings and styled after imperial mansions of Kyoto, they were exclusive lodgings for daimyo and other representatives of the shogunate.

This sophisticated network of honjin began the traditions of extraordinary service and developed a refined level of culture - characteristic of true Japanese establishments.

Like the "Head Inns" of the past, our Honjin restaurants provide the same exclusive and impeccable service to like-minded patrons whose palates crave authenticity, right down to the simplest of seasonings.

Status: Completed