Kampachi Restaurants Sdn. Bhd. has officially announced a rather intriguing, and, quite frankly, deeply immersive, cultural experience that is set to redefine how we engage with Japanese culinary heritage.

It is called 47in27, and the whole concept of it is to introduce the 47 unique prefectures of Japan through a curated journey spanning 27 months. To mark the occasion, a landmark ceremony was recently officiated by His Excellency Noriyuki Shikata, Ambassador Extraordinary and Plenipotentiary of Japan to Malaysia, alongside Kampachi’s Managing Director, Mr Donald Lim, and a gathering of distinguished partners.

What makes this initiative particularly grand in scale is that it extends across Equatorial Group’s full spectrum of hospitality excellence. Rather than being confined to a single venue, the experience will come to life across a diverse portfolio of brands, including Kampachi, IPPUDO, MAiSEN, Sky51, Sabayon, EQ, and Equatorial.

The Specialties of Japan, None Left Behind

To give some more context on 47in27, the campaign is driven by one singular purpose: to further uplift Japanese culture and cuisine. Now, one could easily argue that Japanese cuisine is plenty popular already. After all, who amongst us doesn’t know of sushi or ramen? But what is truly special about 47in27 is how it intentionally highlights all the prefectures of Japan.

The goal is to shed light on some of the lesser-known regions, which may often have been overshadowed by more popular destinations like the Kanto or Kansai regions. Instead of sticking strictly to the familiar, 47in27 encourages guests to discover the hidden gems that cannot usually be found in the big cities, offering a much more immersive geographical journey of Japan. What’s more, you don’t even have to go to Japan to know Japan. As they say, one of the best ways to truly get to know a place is through its food. By embarking on this 27-month journey and exploring the distinct flavours of each prefecture, you will likely come to know Japan like the back of your hand.

The Authentic Soul of Japan, Curated for 47in27

Leading this culinary odyssey is Executive Chef Koji Tamaru of Kampachi. Chef Tamaru will be personally sourcing Japan’s finest seasonal harvests as well as curating the specific menus for the initiative. Through this hands-on approach, he aims to ensure that the soul of each prefecture is captured perfectly, delivering an authentic Japanese flavour in each dish served across all the participating brands of the Equatorial Group.

A Fun Game for a Fun Culinary Journey

Now, comes the real fun part.

47in27 isn’t just a regular dining journey. Sure, you go to a restaurant, enjoy the food, and leave enlightened by new flavours and cultures. But it is also an interactive experience — one where guests can play a sort of game. To make this happen, Kampachi has introduced a physical reward ecosystem. You complete “missions”, gain experience, and win rewards.

So, how does one begin to participate?

Upon a guest’s first participation in a prefecture-related promotion with a minimum spend of RM100, they will officially be designated as Voyagers and presented with a complimentary Prefecture Card, along with an exclusive inaugural Prefecture Pin.

As the whole campaign and journey goes on, and the Voyagers dine across different participating dining venues, they can collect unique pins. Achieving seasonal milestones is a core part of the experience. Collect four unique pins within a specific regional season, and earn a limited-edition Milestone Plushie.

But, if you don’t have the time to really participate in the entire programme and you still want that cute plushie, fret not. These plushies are also available for purchase, ensuring you don’t miss out on the fun.

For more information, click here.