Singapore Volume 12

6 8 | S U P E R B R A N D S V O L U M E X I I MARKET Tamago-EN is a Japanese egg specialist restaurant which imports nutritious eggs from Okinawa, creating an eggstravaganza menu with signature dishes such as the Tamago Kake Gohan (TKG), Donburis, Omu Rice, Japanese Soufflé Pancakes, making this concept the first of its kind in Singapore. The brand has broad appeal to all walks of life, from kids to families, groups of friends and business gatherings. The Omu Rice has become extremely popular with many customers. Currently, the brand has thirteen outlets in Singapore with plans to open further branches in the future. In addition to Singapore, the brand also has 6 restaurants in Hong Kong which are located in well known shopping malls such as Langham Place in Mong Kok and plans to expand its business to other SE Asian markets. ACHIEVEMENTS The brand has grown exponentially in the past two years. Tamago-EN is Singapore’s first Japanese egg specialist restaurant, creating an entire menu made using Okinawan eggs. In 2021 the brand was recognised by the Superbrands organisation and was awarded Superbrands Status in Singapore. HISTORY Tamago-En is part of the ENGroup of restaurants, which was first established in Singapore in February 2000. Since then, the company has expanded its businesses with more restaurants opening, both locally and overseas. The brand Tamago-EN was developed and established in the second half of 2019. The Managing Director of EN Group, Raymond Ng, identified a gap in the market and established a supply chain with egg farmers in Okinawa. He knew the nutritious value and the high quality of eggs produced in Okinawa and wanted to take the opportunity to bring awareness of these eggs and other Okinawan produce to Singapore. Eggs are considered a staple in many people dietary and thus more accessible and easier to penetrate in the market. It was challenging to think of so many different dishes that will interest the customers, all made using the eggs. However, over several months, EN Group’s product development head and top- quality chefs, together with the culinary team, undertook extensive research and many food tastings before crafting a diverse and unique menu and, Tamago-EN made its debut. PRODUCTS Tamago-EN believes in serving only the finest and freshest ingredients. The company’s chefs take fresh ingredients imported directly from Japan to create a widely ranged menu that includes traditional Okinawan dishes, which are a rarity outside of the beautiful island. All items from the food menu use high-quality Okinawan eggs, ranging from the side dishes to the main courses and the desserts. From the careful selection of feed at our Japanese farms to the stringent quality controls at every stage of the production process, Tamago-EN takes the utmost effort to ensure the freshest and most delicious eggs are delivered from farm to table. All our eggs go through a process of UV sanitisation for the highest food safety standards and are so fresh that they can be eaten raw. The golden-orange egg yolk makes the dishes