TakaHisa:
Connecting a Michelin-Star Table with China's Elite Diners
A two-Michelin-star Omakase experience — leveraging Rednote to engage with discerning palates and convert high-level interest into direct reservations.
Nestled within the serene enclave of Bluewaters Island, crowned with accolades from the Michelin Guide and Gault&Millau, and earning a coveted spot on the MENA’s 50 Best Restaurants list, TakaHisa offers an intimate culinary dialogue to true connoisseurs seeking not just a meal, but an appreciation for the very soul of Japan’s finest ingredients.
To connect this story of mastery with China’s most discerning palates, TakaHisa partnered with CMEA to build its authoritative presence on RedNote.
Challenges
Connecting with China’s culinary elite in Dubai’s competitive market required overcoming key challenges:
- Translating Price into Value: The need for a narrative that could translate the premium price point of Omakase into a compelling story of unparalleled value, craftsmanship, and experience.
- Engaging True Connoisseurs: Reaching a niche audience of discerning, high-spending HNWIs who value authenticity and seek genuine culinary mastery.
- Conveying the Story of Ingredients: The challenge of educating a sophisticated audience on the rarity and provenance of ingredients, turning this knowledge into a core part of the aspirational luxury experience.
- Cutting Through a Competitive Landscape: Building a distinct brand image to stand out in Dubai’s hyper-competitive luxury dining scene and become a “must-visit” destination for the target audience.
Our Role:
Connect with China’s most discerning palates
CMEA took charge of building TakaHisa’s brand strategy for Chinese social platforms. Our role was to translate the chef’s profound mastery, the quality of the Omakase, and the story of its rare ingredients into a compelling digital narrative—connecting this world of artistry with the market that would most appreciate it.
Narrative-Driven Storytelling
We explored the narrative behind each course—from the provenance of its rare ingredients to the profound mastery of the chefs. Our content was designed to transform a meal from a dish into a profound cultural experience, revealing the soul of Japanese cuisine and the ultimate craftsmanship of TakaHisa.
Localized Campaign Activation
We didn’t just translate promotions; we culturally adapted them. Every campaign was re-imagined with headlines, copy, and visuals specifically crafted to align with Chinese social media preferences, ensuring maximum relevance and engagement during key moments.
Visual Production
Our team is skilled at capturing your unique charm with minimal disruption, focusing on capturing the restaurant’s soul—the art-like quality of the dishes, the quiet intensity of the chefs, and the serene ambiance—creating a library of stunning visual assets for all digital channels.
A Vision for Growth
From a Standing Start to Accelerating Momentum: The strategy quickly translated into significant, measurable growth across all key metrics. Within a single quarter, TakaHisa’s new Rednote presence evolved from start into a powerful engine for building brand authority and attracting a high-value audience, with momentum accelerating month over month.
Explosive Growth in Reach & Exposure
The campaign achieved rapid audience growth, culminating in a breakout final quarter. Monthly impressions grew nearly 300%, establishing TakaHisa as a prominent voice in Dubai’s luxury dining scene on the platform.
Deep & High-Value Engagement
Engagement metrics showed a clear trend of growing community interest and content value. Monthly likes surged by 390%, while “Saves”—a key indicator of high user intent—grew by over 420%. This demonstrated that the content was not just seen, but highly valued by the target audience.
From Viewers to Potential Diners
Most importantly, online buzz translated directly into business intent. Profile visits grew by 270%, with the profile-to-follower conversion rate steadily increasing, proving the strategy was attracting an increasingly qualified and engaged audience.
