Sashimi Concept

Sashimi is not new anymore in Indonesia. That raw fish even initially weird, disgusting, but now it has become a trend as a healthy food. Even for young people in Indonesia, consuming Sashimi is a fashion.

Originally Sashimi was from Japan, about 700 years ago. It was considered low class food. Perhaps because commonly eaten in raw, so the  impression is low class and disgusting foods.

But nowadays, 700 years later,  sashimi is the food that is very prestigious, expensive and high class food. While the  material, raw fish, is still no change and  same as it was

We can learn from this, that  product does not necessary to change to create the good image. We change human mindset.