Japanese market woos cross-cultural shoppers with ‘cup sushi,’ fish prep, tips

The Japanese market on Harbor Boulevard and Baker Street in Costa Mesa has been redecorated and rebranded with an eye toward the cross-cultural shopper.

The former Marukai market is now Tokyo Central, and since January it has pitched itself as a combination of the “traditional culture passed down in Japan,” the “modernity and excitement of Tokyo” and the “qualities of the California spirit.”

Costa Mesa’s Marukai, part a statewide chain, was the first to reopen as a Tokyo Central as part of the company’s conversion and expansion plan. The second, in West Covina, had its grand-reopening party earlier this month.

In the months since the transformation — it was redecorated in May — the store at 2975 Harbor Blvd. has doubled its workforce from 50 to 100 employees.

Now the market is reporting increased activity from a different clientele: people not of Japanese descent.

As Marukai, which first opened in 2002, an estimated 10% to 20% of shoppers were non-Asian. With the change-over, the number has jumped to as high as 70%, said Hibiki Kariya, marketing manager for Gardena-based Marukai Corp., which owns Tokyo Central.

Tokyo Central is putting an emphasis on appealing to a greater number of shoppers, including offering fusion foods like “Japanese spaghetti” and adding English signage that explains the products or provides tips to consumers who may lack the requisite knowledge of Japanese culture.

“It’s basic information for us, but some Americans may not know it,” Kariya said.

One sign offers definitions of sake — Japanese rice wine — and a checklist for your next “sushi party.”

Just down the way is a sign suggesting consumers can add a pinch of salt to their watermelon, like the Japanese do.

Many Tokyo Central signs are anything but subtle. Large, colorful fonts scream out phrases like “Wow, that is what we call Japanese snack paradise!”

Non-Asians might appreciate other touches throughout the store, like the fish aisle: A special effort has been made to contain the odor, Kariya said.

“Let us prep the fish for you,” a sign reads. “No trouble. No fish smell.”

Tokyo Central sells easy-to-prepare foods targeted toward working parents. They include pre-marinated yellowtail and “cup sushi,” which looks exactly as promised. Pre-packaged sushi comes with instructions — on how to open the wrapper.

The 19,000-square-foot store also carries various kitchen items, like rice cookers and chopsticks, along with Japanese cosmetics.

Tokyo Central is “not only products,” Kariya said, “but an experience.”