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Maki-San is a sushi chain founded and based in Singapore. It is known for its customisable sushi, unconventional ingredients and localised menu items. As of June 2020, Maki-San is managed by Alvin Wong in his capacity as the brand's Director.<ref>"[https://www.linkedin.com/in/alvin-wong-13b5a0aa/?originalSubdomain=sg Alvin Wong]". ''LinkedIn.'' Accessed on 12 June 2020.</ref>  
Maki-San is a sushi chain founded and based in Singapore. It is known for its customisable sushi, unconventional ingredients and localised menu items. As of June 2020, Maki-San is managed by Alvin Wong in his capacity as the brand's Director.<ref>"[https://www.linkedin.com/in/alvin-wong-13b5a0aa/?originalSubdomain=sg Alvin Wong]". ''LinkedIn.'' Accessed on 12 June 2020.</ref>  


== Background ==
==Background==
Maki-San was founded in 2012. The brand's concept was inspired by do-it-yourself sushi restaurants in the United States of America.<ref>Chan, Melissa. "[https://vulcanpost.com/636926/maki-san-singapore-diy-sushi/ S'pore DIY Sushi Chain Maki-San Is On A Roll - Sells 5,000 Makis A Day And Has Now Expanded To Japan]". ''Vulcan Post''. April 11, 2018. Accessed on 12 June 2020.</ref><ref>Maureen. "[https://www.misstamchiak.com/maki-san-design-your-own-sushi-salad/ Maki-San : Design Your Own Sushi & Salad]". ''Miss Tam Chiak''. Updated on April 27, 2017. Accessed on 12 June 2020.</ref>  
Maki-San was founded in 2012. The brand's concept was inspired by do-it-yourself sushi restaurants in the United States of America.<ref>Chan, Melissa. "[https://vulcanpost.com/636926/maki-san-singapore-diy-sushi/ S'pore DIY Sushi Chain Maki-San Is On A Roll - Sells 5,000 Makis A Day And Has Now Expanded To Japan]". ''Vulcan Post''. April 11, 2018. Accessed on 12 June 2020.</ref><ref>Maureen. "[https://www.misstamchiak.com/maki-san-design-your-own-sushi-salad/ Maki-San : Design Your Own Sushi & Salad]". ''Miss Tam Chiak''. Updated on April 27, 2017. Accessed on 12 June 2020.</ref>  


=== Current management ===
===Current management===
As of June 2020, Maki-San is a brand associated with The Alchemy Partnership, a creative agency based in Singapore at which Alvin Wong is an executive partner and the Chief Executive Officer.<ref>"[https://www.linkedin.com/in/alvin-wong-13b5a0aa/?originalSubdomain=sg Alvin Wong]". ''LinkedIn.'' Accessed on 12 June 2020.</ref> Alvin joined Maki-San as an official partner in 2013.<ref>Teng, Angela. "[https://www.todayonline.com/business/its-wrap-ad-man-sushi-boss It’s a wrap: From ad man to sushi boss]". ''Today''. December 17, 2016. Accessed on 12 June 2020.</ref> He has been working in the advertising industry since 1999.<ref>"[https://www.linkedin.com/in/alvin-wong-13b5a0aa/?originalSubdomain=sg Alvin Wong]". ''LinkedIn.'' Accessed on 12 June 2020.</ref>
As of June 2020, Maki-San is a brand associated with The Alchemy Partnership, a creative agency based in Singapore at which Alvin Wong is an executive partner and the Chief Executive Officer.<ref>"[https://www.linkedin.com/in/alvin-wong-13b5a0aa/?originalSubdomain=sg Alvin Wong]". ''LinkedIn.'' Accessed on 12 June 2020.</ref> Alvin joined Maki-San as an official partner in 2013.<ref>Teng, Angela. "[https://www.todayonline.com/business/its-wrap-ad-man-sushi-boss It’s a wrap: From ad man to sushi boss]". ''Today''. December 17, 2016. Accessed on 12 June 2020.</ref> He has been working in the advertising industry since 1999.<ref>"[https://www.linkedin.com/in/alvin-wong-13b5a0aa/?originalSubdomain=sg Alvin Wong]". ''LinkedIn.'' Accessed on 12 June 2020.</ref>


=== Founders ===
===Founders===
Maki-San was founded by Omar Marks and Raj Mulani.<ref>Farzanah Farveen. "[https://www.marketing-interactive.com/makisan-founders-start-competitor-brand-wooshi-after-incompatible-views-on-brand-building Maki-San founder starts new sushi brand Wooshi after 'incompatible views' on brand building]". ''Marketing Interactive''. May 14, 2020. Accessed on 12 June 2020.</ref> Omar Marks was born in India and attended the Gujarat University from 1996 to 1999 where he was a student of chemistry.<ref>"[https://www.linkedin.com/in/omar-marks-33063994/?originalSubdomain=sg Omar Marks]". ''LinkedIn''. Accessed on 12 June 2020.</ref> Before founding Maki-San, Omar worked in the advertising industry where he was a copywriter.<ref>Teng, Angela. "[https://www.todayonline.com/business/its-wrap-ad-man-sushi-boss It’s a wrap: From ad man to sushi boss]". ''Today''. December 17, 2016. Accessed on 12 June 2020.</ref> He managed Maki-San as the Chief Executive Officer from 2012 until 2018.<ref>"[https://www.linkedin.com/in/omar-marks-33063994/?originalSubdomain=sg Omar Marks]". ''LinkedIn''. Accessed on 12 June 2020.</ref> In 2020, ''Marketing Interactive'' reported that Omar and Raj left Maki-San due to diverging views with the partners about the brand's future.<ref>Farzanah Farveen. "[https://www.marketing-interactive.com/makisan-founders-start-competitor-brand-wooshi-after-incompatible-views-on-brand-building Maki-San founder starts new sushi brand Wooshi after 'incompatible views' on brand building]". ''Marketing Interactive''. May 14, 2020. Accessed on 12 June 2020.</ref>
Maki-San was founded by Omar Marks and Raj Mulani.<ref>Farzanah Farveen. "[https://www.marketing-interactive.com/makisan-founders-start-competitor-brand-wooshi-after-incompatible-views-on-brand-building Maki-San founder starts new sushi brand Wooshi after 'incompatible views' on brand building]". ''Marketing Interactive''. May 14, 2020. Accessed on 12 June 2020.</ref> Omar Marks was born in India and attended the Gujarat University from 1996 to 1999 where he was a student of chemistry.<ref>"[https://www.linkedin.com/in/omar-marks-33063994/?originalSubdomain=sg Omar Marks]". ''LinkedIn''. Accessed on 12 June 2020.</ref> Before founding Maki-San, Omar worked in the advertising industry where he was a copywriter.<ref>Teng, Angela. "[https://www.todayonline.com/business/its-wrap-ad-man-sushi-boss It’s a wrap: From ad man to sushi boss]". ''Today''. December 17, 2016. Accessed on 12 June 2020.</ref> He managed Maki-San as the Chief Executive Officer from 2012 until 2018.<ref>"[https://www.linkedin.com/in/omar-marks-33063994/?originalSubdomain=sg Omar Marks]". ''LinkedIn''. Accessed on 12 June 2020.</ref> In 2020, ''Marketing Interactive'' reported that Omar and Raj left Maki-San due to diverging views with the partners about the brand's future.<ref>Farzanah Farveen. "[https://www.marketing-interactive.com/makisan-founders-start-competitor-brand-wooshi-after-incompatible-views-on-brand-building Maki-San founder starts new sushi brand Wooshi after 'incompatible views' on brand building]". ''Marketing Interactive''. May 14, 2020. Accessed on 12 June 2020.</ref>


=== Origins ===
===Origins===
Maki-San's first outlet was located at The Cathay. In the early days of its operations, the brand contacted bloggers and media sites as a way to market their products.<ref>Chan, Melissa. "[https://vulcanpost.com/636926/maki-san-singapore-diy-sushi/ S'pore DIY Sushi Chain Maki-San Is On A Roll - Sells 5,000 Makis A Day And Has Now Expanded To Japan]". ''Vulcan Post''. April 11, 2018. Accessed on 12 June 2020.</ref> Singaporean food blogs like Daniel Food Diary<ref>"[https://danielfooddiary.com/2012/11/30/makisan/ Maki San – Design Your Own Sushi and Salads. It’s Fun!]". ''Daniel Food Diary''. November 30, 2012. Accessed on 12 June 2020.</ref> and Miss Tam Chiak<ref>Maureen. "[https://www.misstamchiak.com/maki-san-design-your-own-sushi-salad/ Maki-San : Design Your Own Sushi & Salad]". ''Miss Tam Chiak''. Updated on April 27, 2017. Accessed on 12 June 2020.</ref> were among the sites that promoted the debut store at The Cathay. Maki-San proved to be a hit with the younger consumer base that frequented the mall and the business reportedly broke even in 15 months.<ref>Teng, Angela. "[https://www.todayonline.com/business/its-wrap-ad-man-sushi-boss It’s a wrap: From ad man to sushi boss]". ''Today''. December 17, 2016. Accessed on 12 June 2020.</ref>
Maki-San's first outlet was located at The Cathay. In the early days of its operations, the brand contacted bloggers and media sites as a way to market their products.<ref>Chan, Melissa. "[https://vulcanpost.com/636926/maki-san-singapore-diy-sushi/ S'pore DIY Sushi Chain Maki-San Is On A Roll - Sells 5,000 Makis A Day And Has Now Expanded To Japan]". ''Vulcan Post''. April 11, 2018. Accessed on 12 June 2020.</ref> Singaporean food blogs like Daniel Food Diary<ref>"[https://danielfooddiary.com/2012/11/30/makisan/ Maki San – Design Your Own Sushi and Salads. It’s Fun!]". ''Daniel Food Diary''. November 30, 2012. Accessed on 12 June 2020.</ref> and Miss Tam Chiak<ref>Maureen. "[https://www.misstamchiak.com/maki-san-design-your-own-sushi-salad/ Maki-San : Design Your Own Sushi & Salad]". ''Miss Tam Chiak''. Updated on April 27, 2017. Accessed on 12 June 2020.</ref> were among the sites that promoted the debut store at The Cathay. Maki-San proved to be a hit with the younger consumer base that frequented the mall and the business reportedly broke even in 15 months.<ref>Teng, Angela. "[https://www.todayonline.com/business/its-wrap-ad-man-sushi-boss It’s a wrap: From ad man to sushi boss]". ''Today''. December 17, 2016. Accessed on 12 June 2020.</ref>


== Business expansion ==
==Business expansion==


=== Overseas expansion ===
===Overseas expansion===


==== Japan ====
====Japan====
In July 2018, Maki-San opened its first store overseas in Osaka, Japan. Omar and Alvin partnered with Yamamoto Masayoshi (Project Director) and Hitoshi Yokota (Franchise Owner) to secure the expansion.<ref>Chye, Noella. "[https://www.channelnewsasia.com/news/business/makisan-new-outlet-japan-osaka-10528166 It 'felt like we managed to sell ice to the Eskimos': Singapore sushi chain Maki-San on venturing to Japan]". ''Channel News Asia''. July 14, 2018. Accessed on 12 June 2020.</ref> As of June 2020, Google records the store as permanently closed.
In July 2018, Maki-San opened its first store overseas in Osaka, Japan. Omar and Alvin partnered with Yamamoto Masayoshi (Project Director) and Hitoshi Yokota (Franchise Owner) to secure the expansion.<ref>Chye, Noella. "[https://www.channelnewsasia.com/news/business/makisan-new-outlet-japan-osaka-10528166 It 'felt like we managed to sell ice to the Eskimos': Singapore sushi chain Maki-San on venturing to Japan]". ''Channel News Asia''. July 14, 2018. Accessed on 12 June 2020.</ref> As of June 2020, Google records the store as permanently closed.


==== Indonesia ====
====Indonesia====


=== Retail timeline ===
===Retail timeline===
As of June 2020, Maki-san has 19 outlets across Singapore. In an interview with ''Vulcan Post'' that was published in April 2018, former co-founder Omar shared: <blockquote>"For us, suburbs with a density of schools, universities and residences, as well as a sprinkling of office spaces work best."<ref>Chan, Melissa. "[https://vulcanpost.com/636926/maki-san-singapore-diy-sushi/ S'pore DIY Sushi Chain Maki-San Is On A Roll - Sells 5,000 Makis A Day And Has Now Expanded To Japan]". ''Vulcan Post''. April 11, 2018. Accessed on 12 June 2020.</ref></blockquote>
As of June 2020, Maki-san has 19 outlets across Singapore. In an interview with ''Vulcan Post'' that was published in April 2018, former co-founder Omar shared: <blockquote>"For us, suburbs with a density of schools, universities and residences, as well as a sprinkling of office spaces work best."<ref>Chan, Melissa. "[https://vulcanpost.com/636926/maki-san-singapore-diy-sushi/ S'pore DIY Sushi Chain Maki-San Is On A Roll - Sells 5,000 Makis A Day And Has Now Expanded To Japan]". ''Vulcan Post''. April 11, 2018. Accessed on 12 June 2020.</ref></blockquote>
{| class="wikitable"
!Year
!Outlet
!Refs.
|-
|
|SingPost Centre
|
|-
|
|
|
|-
|
|Oasis Terraces
|
|-
|
|Parkway Parade
|
|-
|
|NorthPoint City
|
|-
|
|Lot 1 Shoppers' Mall
|
|-
|
|Katong Square Mall
|
|-
|
|Jurong Point Shopping Central
|
|-
|
|Junction 8
|
|-
|
|JEM
|
|-
|
|Hillion Mall
|
|-
|
|Compass One
|
|-
|
|The Clementi Mall
|
|-
|
|Cineleisure Orchard
|
|-
|
|Century Square
|
|-
|
|Bedok Town Square
|
|-
|2012
|The Cathay
|
|}
Jurong Point Shopping Central, 1 Jurong West Central 2 #03-54/55
Kampung Admiralty, 676 Woodlands Drive 71 #01-04
SingPost Centre #B1-165/166
Tiong Bahru Plaza, 302 Tiong Bahru Rd, #01-159
Woodgrove, 30 Woodlands Ave 1, #01-05


=== Product timeline ===
=== Product timeline ===
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In 2017, Maki-san collaborated with Spectra Secondary School to retail a sushi recipe created by three students. The roll was marketed as the 'Maki-Kita' and was sold in celebration of Singapore's 52nd birthday.<ref>Tay, Tiffany Fumiko. "[https://www.straitstimes.com/singapore/students-roll-out-local-themed-sushi-to-mark-national-day Students roll out local-themed sushi to mark National Day]". ''The Straits Times''. August 2, 2017. Accessed on 12 June 2020.</ref> The 'Maki-Kita' featured the following ingredients - char siew, egg, cucumber, fried shallots and coriander mayonnaise.
In 2017, Maki-san collaborated with Spectra Secondary School to retail a sushi recipe created by three students. The roll was marketed as the 'Maki-Kita' and was sold in celebration of Singapore's 52nd birthday.<ref>Tay, Tiffany Fumiko. "[https://www.straitstimes.com/singapore/students-roll-out-local-themed-sushi-to-mark-national-day Students roll out local-themed sushi to mark National Day]". ''The Straits Times''. August 2, 2017. Accessed on 12 June 2020.</ref> The 'Maki-Kita' featured the following ingredients - char siew, egg, cucumber, fried shallots and coriander mayonnaise.


== Branding ==
==Branding==


=== Packaging ===
===Packaging===
In 2019, Maki-San was featured as a part of National Gallery Singapore's exhibition programme titled 'Packaging Matters: Singapore’s Food Packaging Story from the Early 20th Century'.<ref>National Gallery Singapore. ''Facebook''. April 23, 2019. Accessed on 12 June 2020. Retrieved from : https://www.facebook.com/National.Museum.of.Singapore/posts/in-the-first-a-lighter-side-of-history-programme-held-in-conjunction-with-nms-la/2249503691776997/</ref> Alvin Wong had been invited to speak about the brand's product packaging.
In 2019, Maki-San was featured as a part of National Gallery Singapore's exhibition programme titled 'Packaging Matters: Singapore’s Food Packaging Story from the Early 20th Century'.<ref>National Gallery Singapore. ''Facebook''. April 23, 2019. Accessed on 12 June 2020. Retrieved from : https://www.facebook.com/National.Museum.of.Singapore/posts/in-the-first-a-lighter-side-of-history-programme-held-in-conjunction-with-nms-la/2249503691776997/</ref> Alvin Wong had been invited to speak about the brand's product packaging.


=== Social media presence ===
===Social media presence===
As of June 2020, Maki-San has 13,500 followers on [https://www.instagram.com/rollwithmakisan/?hl=en Instagram].  
As of June 2020, Maki-San has 13,500 followers on [https://www.instagram.com/rollwithmakisan/?hl=en Instagram].  


== References/ Citations ==
==References/ Citations==
[[Category:Singapore Brands]]
[[Category:Singapore Brands]]
<references />

Revision as of 14:17, 12 June 2020

Maki-San is a sushi chain founded and based in Singapore. It is known for its customisable sushi, unconventional ingredients and localised menu items. As of June 2020, Maki-San is managed by Alvin Wong in his capacity as the brand's Director.[1]

Background

Maki-San was founded in 2012. The brand's concept was inspired by do-it-yourself sushi restaurants in the United States of America.[2][3]

Current management

As of June 2020, Maki-San is a brand associated with The Alchemy Partnership, a creative agency based in Singapore at which Alvin Wong is an executive partner and the Chief Executive Officer.[4] Alvin joined Maki-San as an official partner in 2013.[5] He has been working in the advertising industry since 1999.[6]

Founders

Maki-San was founded by Omar Marks and Raj Mulani.[7] Omar Marks was born in India and attended the Gujarat University from 1996 to 1999 where he was a student of chemistry.[8] Before founding Maki-San, Omar worked in the advertising industry where he was a copywriter.[9] He managed Maki-San as the Chief Executive Officer from 2012 until 2018.[10] In 2020, Marketing Interactive reported that Omar and Raj left Maki-San due to diverging views with the partners about the brand's future.[11]

Origins

Maki-San's first outlet was located at The Cathay. In the early days of its operations, the brand contacted bloggers and media sites as a way to market their products.[12] Singaporean food blogs like Daniel Food Diary[13] and Miss Tam Chiak[14] were among the sites that promoted the debut store at The Cathay. Maki-San proved to be a hit with the younger consumer base that frequented the mall and the business reportedly broke even in 15 months.[15]

Business expansion

Overseas expansion

Japan

In July 2018, Maki-San opened its first store overseas in Osaka, Japan. Omar and Alvin partnered with Yamamoto Masayoshi (Project Director) and Hitoshi Yokota (Franchise Owner) to secure the expansion.[16] As of June 2020, Google records the store as permanently closed.

Indonesia

Retail timeline

As of June 2020, Maki-san has 19 outlets across Singapore. In an interview with Vulcan Post that was published in April 2018, former co-founder Omar shared:

"For us, suburbs with a density of schools, universities and residences, as well as a sprinkling of office spaces work best."[17]

Product timeline

Over the years, Maki-san has offered unconventional sushi ingredients like tandoori chicken, chili crab sauce and satay sauce.[18]


In 2017, Maki-san collaborated with Spectra Secondary School to retail a sushi recipe created by three students. The roll was marketed as the 'Maki-Kita' and was sold in celebration of Singapore's 52nd birthday.[19] The 'Maki-Kita' featured the following ingredients - char siew, egg, cucumber, fried shallots and coriander mayonnaise.

Branding

Packaging

In 2019, Maki-San was featured as a part of National Gallery Singapore's exhibition programme titled 'Packaging Matters: Singapore’s Food Packaging Story from the Early 20th Century'.[20] Alvin Wong had been invited to speak about the brand's product packaging.

Social media presence

As of June 2020, Maki-San has 13,500 followers on Instagram.

References/ Citations

  1. "Alvin Wong". LinkedIn. Accessed on 12 June 2020.
  2. Chan, Melissa. "S'pore DIY Sushi Chain Maki-San Is On A Roll - Sells 5,000 Makis A Day And Has Now Expanded To Japan". Vulcan Post. April 11, 2018. Accessed on 12 June 2020.
  3. Maureen. "Maki-San : Design Your Own Sushi & Salad". Miss Tam Chiak. Updated on April 27, 2017. Accessed on 12 June 2020.
  4. "Alvin Wong". LinkedIn. Accessed on 12 June 2020.
  5. Teng, Angela. "It’s a wrap: From ad man to sushi boss". Today. December 17, 2016. Accessed on 12 June 2020.
  6. "Alvin Wong". LinkedIn. Accessed on 12 June 2020.
  7. Farzanah Farveen. "Maki-San founder starts new sushi brand Wooshi after 'incompatible views' on brand building". Marketing Interactive. May 14, 2020. Accessed on 12 June 2020.
  8. "Omar Marks". LinkedIn. Accessed on 12 June 2020.
  9. Teng, Angela. "It’s a wrap: From ad man to sushi boss". Today. December 17, 2016. Accessed on 12 June 2020.
  10. "Omar Marks". LinkedIn. Accessed on 12 June 2020.
  11. Farzanah Farveen. "Maki-San founder starts new sushi brand Wooshi after 'incompatible views' on brand building". Marketing Interactive. May 14, 2020. Accessed on 12 June 2020.
  12. Chan, Melissa. "S'pore DIY Sushi Chain Maki-San Is On A Roll - Sells 5,000 Makis A Day And Has Now Expanded To Japan". Vulcan Post. April 11, 2018. Accessed on 12 June 2020.
  13. "Maki San – Design Your Own Sushi and Salads. It’s Fun!". Daniel Food Diary. November 30, 2012. Accessed on 12 June 2020.
  14. Maureen. "Maki-San : Design Your Own Sushi & Salad". Miss Tam Chiak. Updated on April 27, 2017. Accessed on 12 June 2020.
  15. Teng, Angela. "It’s a wrap: From ad man to sushi boss". Today. December 17, 2016. Accessed on 12 June 2020.
  16. Chye, Noella. "It 'felt like we managed to sell ice to the Eskimos': Singapore sushi chain Maki-San on venturing to Japan". Channel News Asia. July 14, 2018. Accessed on 12 June 2020.
  17. Chan, Melissa. "S'pore DIY Sushi Chain Maki-San Is On A Roll - Sells 5,000 Makis A Day And Has Now Expanded To Japan". Vulcan Post. April 11, 2018. Accessed on 12 June 2020.
  18. Teng, Angela. "It’s a wrap: From ad man to sushi boss". Today. December 17, 2016. Accessed on 12 June 2020.
  19. Tay, Tiffany Fumiko. "Students roll out local-themed sushi to mark National Day". The Straits Times. August 2, 2017. Accessed on 12 June 2020.
  20. National Gallery Singapore. Facebook. April 23, 2019. Accessed on 12 June 2020. Retrieved from : https://www.facebook.com/National.Museum.of.Singapore/posts/in-the-first-a-lighter-side-of-history-programme-held-in-conjunction-with-nms-la/2249503691776997/