Equatorial Is Taking Malaysia Across Japan, One Prefecture At A Time

Over the next 27 months, Equatorial Group will spotlight every prefecture in Japan through specially curated menus, cultural activations, and plenty of reasons to keep coming back.

For most travellers, Japan begins with Tokyo, Kyoto, and Osaka. But what about the places in between? The prefectures known for exceptional seafood, centuries-old traditions, mountain-grown produce, and regional dishes that rarely make it onto international menus? That’s exactly what The Equatorial Group’s new 47in27 campaign hopes to change.

Led mainly by the Kampachi Restaurants brand, the ambitious initiative will take diners on a culinary journey through all 47 prefectures of Japan over the next 27 months. More than just a series of seasonal promotions, ‘47in27’ aims to spotlight the lesser-known corners of the country, introducing Malaysians to regional flavours, ingredients, and cultural stories often overshadowed by Japan’s biggest cities.

Leading the charge is Chef Koji Tamaru, Kampachi’s long-serving Executive Chef, whose role extends far beyond menu creation. From sourcing seasonal ingredients to curating dishes that reflect the character of each prefecture, Chef Tamaru will work closely across the Equatorial Group’s hospitality portfolio to ensure every stop on the journey feels authentic.

And this isn’t happening at Kampachi alone. The campaign extends across multiple brands within the Equatorial Group, including Kampachi, Ippudo, Maisen, Sabayon, and Sky 51, creating a broader Japanese experience that stretches across restaurants, bars, and hospitality venues.

To make things even more interactive, guests can collect Prefecture Cards and exclusive Prefecture Pins with qualifying purchases. Those who collect four unique pins within a regional season will unlock a limited-edition Milestone Plushie, effectively turning every meal into part dinner, part treasure hunt.

It’s a refreshingly ambitious idea. Instead of asking diners to travel thousands of kilometres across Japan, 47in27 brings Japan’s regional diversity to KL. Over the next two years, diners can expect a rotating showcase of ingredients, stories, traditions, and flavours that reveal just how much of Japan remains undiscovered.

Photo courtesy of EQ KL.