Concept Paper in English for Academic and Professional Purposes

Ōkami Katsu

Argañoza, Iyana — Clarification (Misconceptions)

Bautista, Alexia — Explication (Brainstorming Process)
Daludado, Maxine — Introduction, Definition
Juinio, Ysabel — Explication (Product Features), Conclusion
Manuel, Thea — Definition and Purpose
Melgar, Tana — Explication (Sources of Inspiration, Product Features)
Noroña, Ailey —Definition and Purpose
Siccion, Riana — Clarification (Innovations)

12-Lehmann

Submitted to Ms. Ma Gregoria B. Sadicon

September 2, 2019
 INTRODUCTION

Japan is one of the most culinary-immersed countries in the world. In December of 2013,
UNESCO acknowledged Japan’s traditional cuisine as an ‘Intangible Cultural Heritage Asset’
(UNESCO, 2013). Moreover, Tokyo is deemed as the ‘unofficial culinary capital of the world’,
for they have beaten all other countries in terms of the number of Michelin star restaurants
(Wong, 2018). The global impact of this cuisine has caused different establishments to make
variations of several Japanese dishes to their own preference. Today, a diverse set of dishes has
flourished and has grown to love by many.

Washoku, or “traditional Japanese cooking” is defined as the rules of five. It upholds

three principles to achieve authentic Japanese food. First, the food must make use of the colors
black, white, red, yellow, and green. Secondly, the cooking techniques of serving raw food,
grilling, steaming, boiling, and frying must be observed. Lastly, the food must contain or have
variations of five flavors that are sweet, spicy, salty, sour, and bitter. All these principles are
integrated into a fusion dish that Bukatsu Corporation has crafted through high-quality
ingredients and a deep regard for the Japanese cuisine.

Filipinos have a profound interest in exploring different food cuisines without forgetting
the importance of their own. A part of the Filipino culture is having to eat rice along with every
meal, or along with every ​ulam.​ The Katsushi Burger is a consolidation of ​ulam and ​kanin in the
form of a burger, thus making it convenient for consumption. Another vital part of the Katsushi
is the tonkatsu, which is made out of chicken meat. Chicken meat is prominent in different
traditional Filipino food, such as Adobo, Afritada, Tinola and more. This goes to show how
chicken meat is taken into delight by an immense number of Filipinos. The Katsushi burger is a
dish curated with the essence of the Japanese cuisine while taking into account what will truly
satisfy the Filipino tastebuds.
 DEFINITION AND PURPOSE

Bukatsu Corporation is comprised of eight members from the yellow batch of Miriam
College High School, School Year of 2019-2020. The name ‘Bukatsu’ is a combination of
burger, tonkatsu, and sushi. The name ‘Bukatsu’ is a reflection of what the brand takes pride in,
the Katsushi Burger.

The fusion dish offered by the corporation is the Katsushi burger. The name is derived
from the combination of tonkatsu and sushi rice—the two main components of the dish.
Tonkatsu, a slice of deep-fried pork or chicken cutlet, is a popular Japanese dish. It is used as the
patty of the burger. Instead of having bread buns, Bukatsu Corp. made use of sushi rice and
shaped these into the form of the burgers’ buns. Other fillings of the burger include scrambled
egg, freshly chopped lettuce, the sauce, and nori that functions as the garnish. Three variations
for the sauce are available, namely, Spicy Mayo, Teriyaki and Barbecue.

The number of Filipinos who have taken a keen interest in learning more about Japan’s
culture and visiting Japan has increased over the past few years (Calunsod, 2015). Thus, Bukatsu
Corporation has the goal to make the customers feel as if they are introduced to a dish that entails
the essence of a unique Japanese taste. With this, they can also ideate other products which they
can use in the future if they decide to open a business. In addition, the company’s goal is to be
profitable wherein there will be lesser expenses and higher financial gain.

The corporation’s mission is to provide food of an exceptional quality at a fair-price,

created with high-quality ingredients that truly captures the Japanese taste in one bite. On the
other hand, the corporation’s vision is to offer a meal that is curated for people on-the-go, whilst
gratifying one’s need for the Japanese taste and granting a customer’s desire to modify the dish,
all in all to achieve consumer contentment through the fruits of their service.
 The Bukatsu Corporation has its own objectives that they want to achieve while operating
their business. First and foremost, as students of Miriam College High School, the Bukatsu
Corporation desires to work diligently without neglecting the core values taught to them by their
school. The company aims to commit and integrate these core values into their company while
accomplishing different objectives that they want to achieve. In line with this, other objectives
that the company aspires to prioritize is to make use of their business marketing strategies by
using their creative skills to come up with a variation of promotions. This will attract customers
to buy once again and may also even introduce the business to new potential customers.
Secondly, in order to meet their desired quota for profit, the company must have a clear financial
goal to control the incoming and outgoing cash flow of the business. Last is to avoid conflicts
and maintain an ethical relationship by giving their customers well-mannered service and
practicing to prevent an internal crisis.
 EXPLICATION

Sources of Inspiration
The brand name, entitled “​Ō​kami Katsu” is the result of the combination of two Japanese
words which are “​Ō​kami” and “Katsu”. The word “​Ō​kami” is from the Japanese Mythological
god Inari ​Ō​kami, which is the Shinto god of rice, harvest, agriculture, and fertility
(Encyclopædia Britannica Inc, 2018). Inari ​Ō​kami is also known for having titles such as the
protector of food and the carrier of prosperity in Japan. To fully understand the origin of the
Japanese words Inari ​Ō​kami, the etymology of each word is briefly defined in the following
sentences. ​Ō​kami means “wolf”, while Inari is the title and name of the god. When the two
words are combined, the title becomes “Oinari”. If the Japanese honorific term “-san” is added,
then “Oinari” becomes “Oinari-san”. In Japan, the wolf symbolizes protection and independence,
therefore making the wolf a mythological symbol for the messenger of the gods (Cartwright,
2017). The next word, Katsu means “deep-fried cutlet”. When the company was deliberating
about the brand name, the title “​Ō​kami Katsu” eventually surfaced and paved the way for a new
beginning.

The Katsushi burger consists of two sushi rice buns that hold the other ingredients in
place—they are a vital part of the burger. Since the ancient times of Japan, rice has been
essential to every social class, from the farmer to the emperors themselves (Cartwright, 2017). Its
role in the history of Japan helped develop Japan’s social structure and harmony among the
people (​Demetriou, 2011)​. In the Philippines, rice is also important in almost every meal and is
usually eaten with a separate dish. Since rice in Japan symbolizes harmony and balance, the
company incorporated this underlying basis into the product in hopes of attracting good fortune
starting with a simple school event.
Brainstorming Process
In order to guarantee the success of a product, it must possess the qualities that exceed
consumers’ expectations. Bukatsu Corporation wanted to create a product that meets the
preferred taste of their market through the innovation of certain dishes from the Japanese cuisine.
In addition, the corporation needed to take into consideration the feasibility of producing large
batches of the said product due to the nature of their market: the Miriam College High School
community. In the previous years, Japanese food sold in the Tindasitas event had numerous
buyers; the corporation wanted to take advantage of that. Dishes such as sushi and karaage were
extremely popular, which subsequently became the basis of the company’s product. The
corporation decided to create the Katsushi burger to differentiate itself from the previous
products.

Since the Katsushi burger is already an existing recipe, the corporation modified the
product through the creation of three variations of sauces. The first flavor is Spicy Mayo, it is
simply Japanese mayo and cayenne pepper blended together for a creamy and mildly spicy
sauce. Second is the Teriyaki sauce, a pre-made sauce is used to save time and resources,
however white sesame seeds were added for additional flavor. The final flavor which is the
Barbecue sauce gives the overall dish a sweet and savory fusion. In order to craft the Katsushi
burger itself, one of the most important steps is to purchase fresh and high-quality ingredients.
The chicken katsu must provide the customers with a scrumptious flavor. Skinless and boneless
chicken thigh is used to produce a juicy patty, while the soy sauce marinade is what truly brings
out the savory essence of the chicken. The chicken is then fried until it is golden brown for a
crispy and well-cooked patty. Japanese rice mixed with sugar and mirin—a type of rice wine for
cooking—to give the buns an authentic sushi rice flavor. Black sesame seeds are also blended
into the sushi rice to add more flavor, color, and texture. Spicy Mayo, Teriyaki sauce, and
Barbecue sauce; these were the three sauces previously mentioned that customers can choose
from to customize the Katsushi burger according to their own personal preference. Chopped
lettuce and scrambled egg are layered to provide additional texture and nutrition to the overall
dish. Cheese is an optional choice to amp up the flavor of the product. For garnish, nori flakes
are added on top to make the product more appealing to customers.

Bukatsu Corporation wanted to create a dish that is not only satisfying to the Filipino
palate but is also easy and fast to produce. Therefore, the company resorted to serving fried food
which is not complicated to make. In addition, they had to take into consideration the cost of the
ingredients as well as the availability. Due to the limited capital provided by the school, cheap
but high-quality ingredients were used to maintain the quality of the product. The company
assures that every aspect of the Katsushi burger captures the essence of the Japanese cuisine.

Product Features
There is more than what meets the eye in the product made by the corporation. The
ingredients of the Katsushi burger does not only deliver satisfaction, but also yields high
nutritional value. Tonkatsu, which is a great source of protein, helps preserve healthy metabolism
(Frey, 2019). Furthermore, the sushi rice bun contains a substantial amount of protein and
calcium, and is an abundant source of fiber (Retno, 2018). The creators behind this product
ensure that the product delivers the utmost satisfaction for the customers’ cravings while
possessing a great amount of nutrients at the same time. In addition, the burger contains lettuce
which is a rich source of vitamin K and A (Whelan, 2017), an egg which is another good source
for protein (Gunnars, 2018), and cheese which is a source of calcium that can strengthen one’s
bones (Schaefer, 2018).
 CLARIFICATION

Misconceptions
First impression reviews of the Katsushi Burger from randomly selected students were
gathered to detect misconceptions of the product. Since Bukatsu Corp. promotes the Japanese
taste, a series of doubts followed. The most common uncertainty from the collected reviews
focused on the entire Japanese authenticity of the main course. The origin of the ingredients was
deemed questionable by some students, contemplating whether the food elements come from
local or Japanese food industries. In response to this, Bukatsu Corp. ensures that all of the
selected ingredients come from Japanese brands. The main ingredients are as follows: Gassho
Mirin, Kikkoman, Kewpie Mayo, Mt. Fujikoshihikari Rice, and Japanese Chicken Katsu.

The next common misconception is the possibility of the breaking down of the sushi rice
buns when taking a bite. The corporation has foreseen this concern and has refined the recipe of
the rice buns for better stability when eating the actual dish. To prevent a collapse from
happening, the company has devised a recipe solely made for the rice buns to withstand the right
amount of pressure. Bukatsu corp. guarantees the solidity of the sushi rice buns’ to be
long-standing.

The students who participated also thinks that the final price will be costly. However, the
Katsushi burger’s estimated pricing range does not exceed 150 pesos. The ingredients used in
production were selected not only based on the Japanese authenticity and quality but the
company also considers the prices combined to be adequate. Bukatsu corp. assures that the price
will be student-friendly, reasonable and fair.

Lastly, a few students had questioned the originality of the product concept. The creation
of the Katsushi took inspiration from a Japanese dish known as sushi burger. Ōkami has added
several new adjustments that make Katsushi distinct from all the other sushi burgers. Bukatsu
Corp. confirms that the Katsushi burger is not simply a duplication of a regular dish, but a
concocted product with special alterations.

Innovations
The Bukatsu Corp. wanted to create a combination of people’s common favorites such as
the burger, sushi, and katsu. The company introduced the concept of Katsushi Burger to fellow
Filipinos which used to be obscure in the Philippines. This inspired the business to produce this
dish in the country. The company included minor adjustments to the product and added a variety
of options for different customers’ preferences.

Most of the online recipes of katsu make use of pork meat, however, the business
decided to use chicken meat which is a lot cheaper and flavorful. Bukatsu Corp. ensures that the
chicken meat completely absorbs the marinade by soaking the meat for one to two hours. The
part of the chicken that the company decided to use is the thighs due to its health benefits, flavor,
and price convenience. According to Kamnetz (2018), chicken thighs contain monounsaturated
fat that can lower the risk of any health disease and lessen cholesterol levels.

The packaging of the product is an eco-friendly box that is made from biodegradable and
compostable materials such as bagasse, corn starch, palm leaf and wood pulp (Shortall, 2017).
Bukatsu Corp. wanted to utilize recyclable food packaging to lessen the company’s carbon
footprint and to preserve natural resources of the environment. These have lower costs compared
to conventional packaging that make use of styrofoam. As a food company, it is essential to give
importance to lessening the amount of waste packaging.

The Bukatsu Corp. used online recipes for reference in producing the Katsushi burger and
as a guide to creating a unique recipe. The sauces mentioned earlier are originally made from
producers of the business itself. The producers altered some of the ingredients specifically the
meat and sauces.
 CONCLUSION

Okami Katsu’s Katsushi burger is created with authenticity and is made with high-quality
ingredients. The Bukatsu corporation integrated this product with the traditional Japanese
cooking, or also known as “Washoku” to incorporate the genuine taste of Japanese food. To
ensure that customers truly experience Japan with every bite, the main ingredients of this product
came from original Japanese brands which are Gassho, Kikkoman, Kewpie, and Mt.
Fujikoshihikari rice. In consideration of the target market, the company incorporated Filipino
culture wherein there is rice in every meal, to the product. The concept of having rice as the buns
of the burger and including chicken meat was inspired by the culture itself which is prominent in
many traditional Filipino dishes. Although this product may seem costly due to its high-quality
ingredients, the Bukatsu corporation assures that this product’s price will be student-friendly and
affordable. In addition, the Katsushi burger is not just made to satisfy cravings but also to sustain
one’s healthy lifestyle as it includes nutritious ingredients that are rich in vitamins. Moreover, the
product caters three sauce flavors which are spicy mayo, teriyaki sauce, and barbecue. Add-ons
are also catered with this product such as sesame seeds as toppings, and cheese, fresh chopped
lettuce, and a scrambled egg in order to add more twist and flavor to the burger.

All in all, the Bukatsu corporation envisions to reach and even exceed customers’
expectations through the products’ exceptional overall quality and fulfill satisfaction through its
service and production. The company wishes to make every customer feel a different aspect of
Japanese taste through this fusion dish and desires to influence entrepreneurs to invest in this
food industry for stronger connections. With that being said, the company wishes to open up
more avenues for fusion cuisine to grow, be explored, and be enjoyed.
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