CHAPTER I

BACKGROUND OF THE STUDY

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INTRODUCTION
We delving into the cultural and gastronomic aspects, we aim to analyze how this
restaurant contributes to the broader tourism landscape, revealing the culinary
masterpiece that is the mixture of three cuisines that make it a must visit destination for
both local and international visitors. The location of our JapKorFil Asian Bites is beside
Balay Ni Doroy, Tupi, South Cotabato.

Nowadays, people loves to explore new cuisines due to their curiosity in order to
provide their cravings People sometimes find comfort and relief in food. It can be a
source of joy and satisfaction in their lives. This implies that people find a joy and
satisfaction through eating a good quality and tasty food, which can act as a stress
reliever for them at times.” The relationship between food choices and emotional
satisfaction: An Exploration of Consumer behavior.”(Martinez, L.A (2016) Gastronomy
and Food Science, 4(3), 123-138). We embark on an exploration of JapKorFil
Restaurants, An intriguing culinary venture that seamlessly integrates Korean,
Japanese, Filipino flavors under one roof. “Managing culinary Diversity: Strategies for
success in multicultural restaurants” (Tanaka, Y.(2017) International journal of
hospitality management, 25(3) 321-336)

JapKorFil Asian Bites is the ultimate destination for all of your culinary cravings.
Boasting authentic fusion cuisine, JapKorFil Asian Bites is the perfect balance of all
three cuisines under one roof, with its mouth-watering dishes like the Japanese sushi,
creamy Korean noodles and succulent Filipino adobo, Japkorfil promises to satisfy
every people who wants to try it. One of the crucial aspects of the JapKorFil Asian Bites
is the interior design, which captures the essence of the three cuisines and creates an
authentic dining experience for its patrons.

1.2 OBJECTIVES:

Providing and offer an authentic dining experience by blending the unique and
tasty cuisines of Japan, Korea and Philippines. Additionally we aim to establish and
operate a successful JapKorFil Asian Bites that is profitable and satisfying for our
customers and stakeholders as well as caters the demand of the local community to
create a brand image of trustworthiness and authenticity that encourages our customers
to return to our JapKorFil Asian Bites.

1.3SCOPE AND DELIMITATION

This study aims to assess the viability of establishing a multicultural restaurant

that specializes Japanese, Korean, and Filipino cuisines. It is located along the highway
and its strategic position ensures high visibility and accessibility to both local residents
and passing travelers. This location can attract a diverse customer base, including
commuters, tourists, and locals, seeking convenient dining options. The area is 1,944
square meters and located at Purok 1, Poblacion, Tupi, South Cotabato. The area is
spacious enough to accommodate multiple dining zones, a well-equipped kitchen,
accessible restrooms, and a storage space for supplies and inventory.

Moreover, this study is delimited to a specific geographical area, namely Tupi,

South Cotabato and will primarily concentrate on the local market within the immediate
vicinity of the proposed location, rather than extensively examining broader regional or
national market trends.
1.4 LOCALE OF THE STUDY

Tupi is a first class municipality in the province of South Cotabato. According to

the 2015 census, it has a population of 69,976 people.

The restaurant is located at Purok 1, Poblacion, Tupi, South Cotabato. It is

near to Balay ni Doroy and situated across from Santos Hill Elementary School. It is

along the highway, providing convenient access and visibility for potential customers or

clients.

1.5 BENEFITS

To the Tourist
people visiting a city or town are often looking for a place to eat that is representative of
the local area. They may be interested in trying new foods or cuisines that they are not
familiar with. Visitors, especially those on vacation or business trips, often have a higher
budget for dining out and are willing to spend more on food and drinks.

To the People looking for a specific cuisine

People who want to eat a cuisine that they are not able to cook at home and looking for
a specific cuisine nearby their location.

To the Students

Students are often looking for affordable and quick options. They may be looking for a
place to study or do homework, as well as somewhere to eat.

To the Food Enthusiast

Food enthusiast always seeks new food experiences as a hobby rather than simply
eating out of convenience or hunger.” Food Enthusiast who are likely pursue new and
specific foods for fun, not to simply fill their bellies.

1.6 DEFINITION OF TERMS

Multicultural Restaurant – cross-cultural restaurants, also known as multi-ethnic restaurants,

provide many opportunities for one-of-a-kind combinations and exciting eating experiences, a
different variety of food in one establishment.
Asian cuisine – is local, authentic, and traditional. It is rich in flavor and taste from the
herbs and spices used in the preparations. Asian cuisine features multicultural dishes
from diverse cultures and origins from southeast Asia, Europe, America, and around the
globe.

Korean food or hansik – is characterized by a clear distinction between the main dish
(rice, noodles, etc.) and the side dish (called banchan), diverse recipes, a balanced mix
of animal and plant products, and refined fermented foods created with great care over
long periods.

Japanese cuisine – uses locally sourced fresh ingredients and utilizes special cooking
techniques and utensils to bring out the natural flavors.

Filipino cuisine – centers around the combination of sweet (tamis), sour (asim), and
salty (alat), although in Bicol, the Cordilleras and among Muslim Filipinos, spicy
(anghang) is a base of cooking flavor.

Vision

The JapKorFil Asian Bites aims to be the leading multi-cultural restaurant offering
great variety of Asian foods, entertainment, luxury experience in every bite, and to
promote inclusivity.

Mission

We, at JapKorFil Asian Bites is committed to provide a quality service, positive

environment and to provide flavorful taste in every bite and a new experience, a wide
variety of selection of foods experiencing every culture in the food we serve, and aslo
brings diverse voices in every people.
 Goal

Promote cultural diversity by offering a variety of cuisine styles and showcasing

inclusivity providing each of every individual a quality service and quality taste in foods
we serve.