The Who 

Beyond Japan’s traditional food scene is a growing community inspired by Los Angeles street food and culture. From taco shops to food trucks, independent businesses are bringing a taste of L.A. to Japan, creating experiences that go beyond the food itself. I work with these businesses to build authentic brand identities that capture the spirit of Los Angeles while connecting with Japanese audiences through design, storytelling, and merchandise.

The What

I take on the role of both creative director and cultural consultant, helping Japanese businesses translate LA culture into thoughtful, authentic brand experiences. Working directly with owners and production partners, I guide creative direction, develop visual identities, and create illustrations, graphics, and merchandise that bridge the two cultures without relying on stereotypes or clichés.

The How

The challenge is translating the energy and authenticity of L.A. street culture into a Japanese market without reducing it to surface level references. Each brand needs to feel culturally credible while remaining approachable and relevant to its local audience. Finding that balance requires more than good design, it takes cultural understanding, clear creative direction, and knowing what feels right on both sides.

I work closely with business owners to understand their vision, identify meaningful cultural references, and establish a clear creative direction. From custom logos and typography to illustration, packaging, and merchandise, I develop cohesive visual identities that reflect the personality of each business. I also guide production decisions to ensure the final products maintain the integrity of the original concepts.

The result is a collection of distinct, culturally informed brands that bring an authentic piece of Los Angeles to Japan. Through thoughtful design and creative guidance, these businesses have developed stronger visual identities and merchandise that connect with local customers while earning credibility with audiences familiar with L.A. culture. Each project becomes more than a restaurant identity, it becomes a bridge between two communities.