The phenomenon of luxury brands stepping into the dining world is gaining momentum globally. From flagship cafés to Michelin-starred collaborations, these ventures blend haute couture with haute cuisine, but do they truly result in a win-win synergy between brand and chef, or is the harmony more elusive than it seems?

I’ve always loved trying fusion cuisine, but sometimes it goes wrong—novelty for novelty’s sake. Crony is the opposite: rooted firmly in French technique, showcasing Japanese produce, and taking inspiration from Nordic elements.

I've always loved sushi. Being in Niigata Prefecture, the “Land of Rice and Fish”, sushi was definitely not to be missed. Even more so, our destination that day was no ordinary sushi joint, but “Sushi Tokiwa,” a Michelin one-star establishment that’s notoriously difficult to book.

Located in Sanjo, Niigata, Uozen stands quietly amidst rice fields and rural landscapes. It was once a traditional Japanese eatery run by Chef Inoue’s father-in-law. In 2013, the couple took over the space and transformed it into a French restaurant rooted in the land’s essence.