In honor of the exceptional success of Summit Hinomaru Shokudo, launched last year in Abu Dhabi, Summit Trading is proud to showcase the impressive accomplishments of its newest dining venture. The restaurant has swiftly gained popularity, meeting the increasing demand for Japanese cuisine in the Middle East and underscoring Summit Trading’s commitment to advancing Japanese food culture in the region.
Since its inception in 1977, Summit Trading has stood as a prominent advocate for Japanese culinary traditions in the UAE and the wider Middle East. As the region’s oldest Japanese food distributor, the company has been pivotal in introducing authentic Japanese cuisine, making it a mainstay in both fine dining venues and everyday homes. Under the strategic guidance of representative and managing director Shiro Ohkubo, Summit Trading has continually innovated within the food sector, strengthening the cultural bond between Japan and the Middle East.
Ohkubo, leveraging his unique background and connections, has passionately promoted Japanese food beyond commercial interests. Appointed as the Goodwill Ambassador for Japanese Cuisine by Japan’s Ministry of Agriculture, Forestry and Fisheries, he has spearheaded various initiatives to bring Japan's diverse flavors to the Middle East. His efforts have significantly boosted the number of Japanese restaurants in the region and nurtured a growing fondness for Japanese cuisine among a varied demographic.
Through his participation in organizing and attending Japanese food promotion seminars, large-scale food events, and exhibitions, Ohkubo has greatly enhanced the cultural exchange between Japan and the UAE. His initiatives have positioned Japanese food as a emblem of health, quality, and culinary prowess, resulting in a substantial rise in Japanese restaurants across the UAE. Data from Summit Trading shows a surge from 140 establishments in 2013 to over 420 in 2024, with comparable growth in neighboring countries like Qatar and Saudi Arabia.
Acknowledging the rising interest in Japanese food, Summit Trading introduced Summit Hinomaru Shokudo in Abu Dhabi. This new establishment provides a dining experience where guests can enjoy a variety of traditional Japanese dishes, such as bento boxes, sushi, and ramen. Emphasizing authenticity, the menu at Summit Hinomaru Shokudo is meticulously prepared with premium Japanese ingredients, guaranteeing each dish authentically represents Japan's culinary legacy.
Besides the dine-in option, Summit Hinomaru Shokudo has extended its services through comprehensive home delivery options. Collaborating with leading food delivery platforms, the restaurant ensures residents of Abu Dhabi can relish high-quality Japanese meals at home, reflecting Summit Trading's dedication to fulfilling customer needs while upholding top-tier quality.
In its endeavor to make Japanese food universally accessible, Summit Trading has launched the Summit Web Store. This cutting-edge online marketplace offers over 1,000 varieties of Japanese food ingredients, including meat, fish, fresh fruits, and vegetables. Tailored for a diverse clientele, the Summit Web Store supports multiple languages, including Arabic, and features an intuitive interface for seamless online shopping. The store’s extensive range ensures that both culinary experts and home cooks can source the necessary ingredients for authentic Japanese cooking. Furthermore, the store’s wide delivery network guarantees swift and reliable service throughout the UAE, with convenient online payment options.
As Summit Trading expands its footprint in the UAE and beyond, Ohkubo’s vision of cultivating a profound appreciation for Japanese cuisine in the region is materializing. His relentless efforts have not only enhanced the stature of Japanese food but also fortified the cultural links between Japan and the Middle East, setting the stage for a future where Japanese cuisine is widely celebrated and cherished.
