Case Study: Shukuu Izakaya

Shukuu Izakaya is a premium boutique restaurant established in the neighbourhood of Telok Ayer within a stone’s throw from the financial district. Half a year into the business, Shukuu engaged Protegie to craft a marketing strategy for the business moving forward.

At that point of time, the business was barely breaking even partly due to a lack of online presence and a unique selling point.


Therefore, we solidified the identity of Shukuu Izakaya as a brand providing customers with an authentic Izakaya ambience with the best sake and food pairings.

We saw that the existing brand had untapped potential. Based on industry outlook, consumers had a growing appetite for sake and experiential dining.


We increased Shukuu’s Sake product range and visibility on the menu and its online platforms. We also launched the “Sake Testing” Sampler and ‘2 Pax Set’ to ease decision making for new customers.


Sake Sake is an event where Sake lovers could come down to Shukuu to taste and learn more about Sake and Japanese food.

This annual one day event has been very successful in garnering large crowds for the past 3 years. In fact, the number of turnouts have been increasing steadily every year — Sake Sake 2019 saw a total of close to 140 attendees which was the highest thus far.

Proposed branding activities such as certified “Sake Sommeliers”, Sake seminars, and Sake pairing events have proven to be effective in solidifying Shukuu as one of the top Sake bars in Singapore.


  • Revenue has since stabilised to 200% on a monthly average as compared to when we first started
  • Top 5 Japanese restaurants in Singapore (TripAdvisor)
  • Classified as one of the Top Sake Bars / Izakayas in Singapore in various bloggers’ listings
  • 4.5 star rating on Google based on over 800 & counting reviews