遺産と再生の間に永遠のLienを鍛え上げる精神で、BDP+Partnersは2023年に、ハノイの大切な本格日本料理の砦であるまんぷく亭（Manpukutei）の、長らく待たれていた完全リブランディングを実行しました。このレストランは、市内で最も長く続く料理の名所の一つとして、10年にわたり忠実に街に奉仕してきました。この総資産変革は、レストランの永続的な遺産を尊重し—その名が会席や居酒屋の心温まるソウルフードを通じた「満腹の満足」を喚起する—ながら、それを優しく新時代へ推進しました。私たちはManpukuteiを「ハノイの隠れた調和」として再ポジショニングし、禅の抑制と微妙なベトナム的温かみをシームレスに融合させた刷新されたビジュアルアイデンティティを通じて：竹の静けさと提灯の輝きを融合させた洗練されたロゴ、江戸風タイポグラフィ、そして深い藍、米紙の白、桜のアクセントのパレット。包括的なロールアウトは、BDP+Partnersが細心の注意を払ってデザインした三言語メニュー（日本語、英語、ベトナム語）を優雅でインタラクティブなスクロール形式で展開、タタミを思わせるインテリアの洗練、バイリンガルデジタルプレゼンス、そしてインフルエンサー主導の「満足ストーリー」ソーシャルサージを網羅しました。復活は即時的で深遠でした：来客数は250%急増、在住外国人と地元民の間で威信が深まり、Manpukuteiはハノイのクロスカルチャーな美食の喜びのプレミアサンクチュアリとして王座を奪還—これにより、最も愛されるクラシックでさえ、正確な戦略的洞察と結びつくことで、再び花開くことを改めて証明しました。
まんぷく亭 Rebranding, Hanoi
In the spirit of forging timeless Liens between heritage and renewal, BDP+Partners executed a long-overdue complete rebranding in 2023 for まんぷく亭 (Manpukutei) – Hanoi’s cherished bastion of authentic Japanese cuisine, which had faithfully served the city for a full decade as one of its longest-running culinary institutions. This total asset transformation honoured the restaurant’s enduring legacy – its name evoking “full satisfaction” through hearty kaiseki and izakaya soul-food, while gently propelling it into a new era.
We re-positioned Manpukutei as “Hanoi’s Hidden Harmony,” seamlessly blending Zen restraint with subtle Vietnamese warmth via a refreshed visual identity: a refined logo merging bamboo serenity with lantern glow, Edo-inspired typography, and a palette of deep indigo, rice-paper white, and cherry-blossom accents. The comprehensive rollout spanned trilingual menus (Japanese, English, Vietnamese) meticulously designed by BDP+Partners as elegant, interactive scrolls, tatami-evoking interior refinements, a bilingual digital presence, and an influencer-led “Satisfaction Stories” social surge. The revival was immediate and profound: footfall soared 250 %, prestige deepened among expats and locals alike, and Manpukutei reclaimed its throne as Hanoi’s premier sanctuary of cross-cultural epicurean joy – proving once more that even the most beloved classics, when linked with precise strategic insight, blossom anew.
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ちらし寿司とは、新鮮な魚介や卵焼き、旬の宝石のような具材を酢飯の上に美しく「散らす」日本の優美な伝統料理であり、調和・旬・無駄のない美を体現し、桜の儚さを祝う春の1週間限定の風物詩。2023年より毎年春、BDP+Partnersは名門寿司店のちらし寿司キャンペーンを総指揮。「食用ジュエリー」として昇華し、散らしの喜びを爆発的に彩る鮮やか写真撮影、米を舞うシネマティックReels、KOL限定「散らし体験」、VIPプレビューを展開 — 結果、数百万インプレッションのソーシャル爆発、各年1,500セット即完売、春の究極の贅沢としてのブランド格上げを達成し、本物の日本文化を世界水準の戦略で結びつけることで、季節限定の圧倒的な欲求を生み出すことを毎年証明している。
ちらし寿司 Campaign, Tokyo
Chirashizushi – the exquisite Japanese tradition of “scattered sushi” where pristine slices of raw fish, tamago ribbons, and vibrant seasonal treasures are artfully scattered over vinegar-seasoned rice – represents Japan’s celebration of harmony, freshness, and effortless elegance, traditionally enjoyed only during a fleeting spring week to honour cherry-blossom ephemerality.
Since 2023, BDP+Partners has orchestrated the annual spring Chirashizushi campaign, transforming this limited ritual into “edible jewellery” through exuberant, colourful photoshoots capturing the joyful spirit of scattered abundance in full bloom, cinematic Reels of gentle rice-tossing, exclusive KOL “scatter sessions,” and VIP preview evenings – generating explosive social buzz with millions of impressions, instant sold-out status for the 1,500 limited sets each year, elevated brand prestige as the ultimate spring indulgence, and proving, once again, that cultural authenticity linked with visionary strategy creates irresistible, seasonal desire.
しゃぶしゃぶとは、極薄にスライスした最高級和牛や豚肉を昆布出汁で「しゃぶしゃぶ」と軽く泳がせ、ポン酢や濃厚ごまダレで味わう、日本が誇る洗練された鍋文化。その繊細さと共有する喜びは、日本人の美意識そのものです。
2023年より、BDP+Partnersは京都の名門しゃぶしゃぶ専門店のハノイ・ホーチミン店において、毎年ブランド昇華キャンペーンを指揮。
主な実行内容：
ポジショニング：「マインドフルな贅沢」として再定義
ビジュアル：湯気と霜降りを捉えたパリ×東京風撮影
展開：Instagram Reels・Douyinティザー、ベトナムKOL実食、VIP「初しゃぶ」レセプション
成果：毎年予約300%超増、週内満席継続、ベトナムの現地日系メディアにより「最もインスタ映えする日本食ダイニング」に君臨
BDP+Partnersは今回も、日本の本質を世界基準の戦略で結びつけ、圧倒的な価値を生み出しました。
しゃぶしゃぶ Campaign
Hanoi, Ho Chi Minh City
Shabu-shabu – Japan’s elegant hot-pot tradition where paper-thin slices of premium beef or pork are swished (“shabu-shabu”) through simmering kombu broth, then dipped in citrusy ponzu or nutty goma sauce – is more than a meal; it is a ritual of precision, freshness, and shared intimacy deeply rooted in Japanese culture.
Since 2023, BDP+Partners has orchestrated annual brand elevation campaigns for Kyoto’s legendary shabu-shabu maison across its outposts in Hanoi and Ho Chi Minh City.
Execution highlights:
Positioning: Re-framed as “mindful indulgence” – sophisticated yet approachable luxury.
Visuals: Paris-Tokyo inspired photoshoots with wagyu marble, steam choreography, and minimalist table theatre.
Channels: Instagram Reels & Douyin teasers, Vietnamese KOL on-table experiences, and “First Swish” VIP nights.
Results: Consistent 300%+ reservation surges, full occupancy within weeks, and crowned “most Instagrammable Japanese dining” by local Japanese media in Vietnam.
Once again, BDP+Partners proves that authentic Japanese tradition, linked with razor-sharp strategy, creates exponential desire.
À la croisée du savoir-faire ancestral et de l’innovation ludique naît l’art subtil des expériences inoubliables. Depuis 2023, BDP+Partners a l’honneur d’entretenir une collaboration discrète et continue avec Louis Vuitton France, dont la touche poétique s’est particulièrement illustrée lors des reprises évocatrices du restaurant White 1921 à Saint-Tropez.
LV By The Pool Campaign, St. Tropez
At the intersection of heritage craftsmanship and playful innovation lies the subtle art of unforgettable guest experiences. Since 2023, BDP+Partners has been privileged to maintain a discreet, ongoing collaboration with Louis Vuitton France, with our most poetic contribution reaching new heights during the Maison’s evocative takeovers of White 1921 restaurant in Saint-Tropez. Our precisely calibrated role: seamlessly integrating the state-of-the-art EVEBOT Coffee Printer into the service ritual, enabling Arnaud Donckele and Maxime Frédéric’s sublime creations to be crowned in real time with edible Louis Vuitton monograms and Damier motifs rendered in edible precision. This understated technological gesture transformed every coffee and dessert into a private atelier moment, harmonising perfectly with the dreamlike blue-and-white universe of the LV By The Pool collections while upholding the effortless sophistication synonymous with the Maison. Once again, a masterfully placed Lien elevates exceptional hospitality into a fully immersive Louis Vuitton memory.
Notre rôle, finement calibré : intégrer en toute fluidité l’imprimante café EVEBOT au rituel de service, permettant aux créations sublimes d’Arnaud Donckele et Maxime Frédéric d’être couronnées en temps réel de monogrammes et motifs Damier Louis Vuitton comestibles.
Ce geste technologique understated a métamorphosé chaque café et dessert en instant d’atelier privé, en parfaite harmonie avec l’univers onirique bleu et blanc des collections LV By The Pool, tout en préservant la sophistication naturelle chère à la Maison. Preuve, une nouvelle fois, qu’un Lien savamment placé transmute une hospitalité d’exception en souvenir intégralement Louis Vuitton.
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