<figure id="attachment_425890" class="wp-caption alignnone" style="width: 3254px;" aria-describedby="caption-attachment-425890"><a href="#" data-ident_hash="739b8e7c"><img src="https://res.cloudinary.com/fridaydigital/image/private/t_article_image/wpmedia/2025/05/7ee5ca8d401fced8e5009e38a57ee47d.jpg" alt=""></a><figcaption id="caption-attachment-425890" class="wp-caption-text">Tadayoshi Okura appeared at the scene of his first parent-and-child joint performance.</figcaption></figure>
<h3>A strange change in the store</h3>
The customer base of Torikizoku, a yakitori specialty izakaya chain affectionately nicknamed &#8220;Toriki,&#8221; is undergoing changes.
When a reporter visited a Torikizoku location in Tokyo, a female customer was closely photographing a poster featuring the CEO of the operating company Eternal Hospitality Group (hereafter Eternal Co.), Tadashi Okura (65), and his eldest son, Tadayoshi Okura (40) of the idol group &#8220;SUPER EIGHT.&#8221; Another female customer was also taking pictures with her smartphone in front of a wooden signboard inscribed with &#8220;Unubore-chū&#8221; (meaning in the middle of being conceited), handwritten by Tadayoshi. To commemorate the 40th anniversary of the company’s founding, a special yakitori produced by Tadayoshi was served at each table.
Torikizoku opened its first store in Higashi-Osaka in 1985, the same year Tadayoshi was born. Both are the same age, 40. Although it was widely known that Tadashi and Tadayoshi are father and son, they had never publicly acknowledged it until now. Regarding this sudden collaboration, a representative from Eternal Co.’s PR office commented:
“We planned this parent-child collaboration to mark the special occasion of both Torikizoku and Tadayoshi Okura celebrating their 40th birthday. From our experience, we feel that the number of female customers has increased compared to before. (Regarding sales of Tadayoshi-produced products) We cannot disclose specific figures, but they are well received.”
Since 1989, Toriki had maintained a uniform price of 280 yen for all items, but raised it to 298 yen in 2017. Prices then rose to 350 yen in April 2022, 370 yen in May 2024, and 390 yen this May. While it seemed younger customers might be drifting away, lines still form in front of stores in central Tokyo on weekends.
“After graduating from culinary school and working at a major hotel and yakitori restaurants, Mr. Okura became independent in 1985 at the age of 25 and opened the first Torikizoku store in Higashi-Osaka. Since then, using low and uniform pricing as a weapon, he grew Torikizoku into a huge chain with over 650 stores in just one generation.
Along with the hit of the new chicken tare katsu-don dish, he has started product development that supports Japan’s agriculture, fisheries, and forestry industries, earning respect as a leading figure in the Kansai business community,” said food journalist Junnosuke Nagahama.
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<div data-friday-nextpage-lead="I won't let my son take over."></div>
<figure id="attachment_425891" class="wp-caption alignnone" style="width: 5084px;" aria-describedby="caption-attachment-425891"><a href="#" data-ident_hash="2d02115c"><img src="https://res.cloudinary.com/fridaydigital/image/private/t_article_image/wpmedia/2025/05/bcb7bff2987b51b4fa8c3c870806e2cd.jpg" alt=""></a><figcaption id="caption-attachment-425891" class="wp-caption-text">At the press conference, they showed a synchronized exchange of views.</figcaption></figure>
<h3>Behind the scenes of the parent-child collaboration</h3>
In 2023, the company acquired “Yakitori Daikichi,” which had nearly 600 stores nationwide, and started collaborating with the high-end brand “Yakitori no Hachibei.” They also began partnering with “Yakitori Ichimatsu,” a restaurant that has continuously earned a Michelin one-star rating. In 2024, they opened a new brand called “zoku” in Los Angeles. “zoku” is a luxury establishment where chefs grill dishes like teppanyaki and sushi right in front of customers after ordering.
“The company is trying to spread the culture and value of yakitori worldwide,” points out Hibiki Amemiya, editor-in-chief of the monthly magazine Kindai Shokudo.
“They are aiming to become a multi-brand business catering to a wide range of customers from low to high price points and to build a global brand. They established a subsidiary in Shanghai and opened their first store there in February 2025, with plans to open more within the fiscal year ending July 2025. By expanding Torikizoku into Taiwan and South Korea, they are promoting ‘YAKITORI’ as a global word. Their approach is on a completely different level compared to other chains.”
CEO Tadaji Okura received the “Food Service Business Award 2024” in the “Food Service Operator” category, hosted by the Food Service Industry Reporters Association. Inspired by the founder of Daiei, Isao Nakauchi, he achieved rapid growth through affordable yet hearty yakitori. Eternal Hospitality Group has risen to a level aiming at global expansion.
“I won’t let my three sons take over,”
Okura repeatedly states, denying a family succession. However, Junnosuke Nagahama, previously mentioned, points out, “There has been a change in his attitude.”
“Until now, they did not rely on the popularity of his son, the famous idol Tadayoshi Okura, but on the occasion of the 40th anniversary, products produced by Tadayoshi and signs handwritten by him were unveiled. Considering their previous relationship, this is a complete 180-degree turnaround. At the 40th anniversary event on April 21, they showed a parent-and-child photo together, and with Kansai-style jokes included, it felt like they communicated closely on a regular basis.”
<div data-friday-nextpage-lead="There have been changes in the son Tadayoshi as well. ......"></div>
<figure id="attachment_425883" class="wp-caption alignnone" style="width: 1477px;" aria-describedby="caption-attachment-425883"><a href="#" data-ident_hash="920ac65b"><img src="https://res.cloudinary.com/fridaydigital/image/private/t_article_image/wpmedia/2025/05/7dd076b6280978c8bb7a8c3dff08df91.jpg" alt=""></a><figcaption id="caption-attachment-425883" class="wp-caption-text">The menu item supervised by Tadayoshi is called “Niratama Green.”</figcaption></figure>
<h3>What is the response to the hereditary succession theory?</h3>
Changes can also be seen in Tadayoshi. In 2024, he established a company called “J-pop Legacy,” which focuses on talent development, discovery, and project production, thus becoming a business manager.
On the July 29, 2024 broadcast of Shabekuri 007 (Nippon TV), when “SUPER EIGHT” appeared as guests, Tadayoshi’s father, CEO Tadashi Okura, sent a message to the show as “Okura Papa,” the founder of Torikizoku. During the program, stories were revealed about Tadayoshi’s suspicious behavior, such as asking friends detailed questions about running a restaurant and consulting close people about wanting to carry his father’s bag.
At the 39th anniversary of Torikizoku a year ago, when the company invited public opinions addressed to CEO Tadashi Okura via the official Torikizoku X account, Tadayoshi suddenly mentioned management on his own X account, saying, “I also happen to be 39. I have deep feelings for the first store, could it be revived?”
“Perhaps this was the beginning of the collaboration idea this time. If he achieves results with this production, there’s a high possibility that seasonal products produced by Tadayoshi will appear. If voices arise inside and outside the company suggesting Tadayoshi as a future successor, it could overturn the previous denial of hereditary succession,” said Junnosuke Nagahama, quoted earlier.
Is hereditary succession possible? Eternal Hospitality Group responded to FRIDAY Digital’s inquiry as follows:
“As for the interactions between father and son, our company is not aware. Okura has publicly stated that he will not pursue hereditary succession.”
Although denying hereditary succession, regarding products produced by Tadayoshi, they said:
“Depending on the response this time, there may be a possibility in the future, but at this point, there are no plans.”
A similar inquiry was sent to Tadayoshi’s agency, STARTO ENTERTAINMENT, but no response was received by the deadline.
Spreading “YAKITORI” worldwide — will the day come when the denial of hereditary succession is overturned and Tadayoshi inherits Tadashi Okura’s will?
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