Feel like taking a trip to Japan but can�t afford it? Instead head on up to Yoshinoya at 43 Oxford St. Yoshinoya, Japan�s most popular Gyudon (literally translated as �beef bowl�) restaurant, is now available in Australia.

Throngs of Japanese people flock to the Oxford St store to sample the Japanese food that they are so home-sick for. The connection that Japanese people have with the Yoshinoya brand has been likened to the relationship Aussies have with Vegemite.

Yoshinoya�s signature dish is a Gyudon. It is a bowl of steaming rice topped with tender slices of beef and onions, simmered in a special white wine broth of over 40 different herbs and spices. It will set you back a mere $4.40. Teriyaki Chicken, Salmon, Vegetable and Combo bowls are also available on the menu. Everything is cooked to order, is healthier and more nutritious than the usual fast food on offer, while still maintaining the same price levels.

Yoshinoya has somewhat of a quirky cult following in Japan. Even Sony Playstation has created a game to satisfy the Japanese love for this product. Ever had that crazy, crazy dream of managing and running a beef bowl chain in Japan? The new Sony Playstation game called Yoshinoya allows you to seat customers, take their orders, and make sure "that the beef, onions, and rice come out even.�

Pop singer Miyuki Nakajima, is known for her excessive love of beef bowls. Some of her songs feature lyrics such as: "Sleeping at Yoshinoya before dawn are city girls in smudged makeup and wolves with baby faces." Nakajima is reported to own a Yoshinoya uniform.*

Well-known economic journalist Takuro Morinaga is also a Yoshinoya supporter. "I've been a big fan of Yoshinoya for more than 20 years. Once, I even ate Yoshinoya's beef bowls three times a day for one whole week."**

Today there are well over 1,000 Yoshinoya restaurants in Japan alone. You�ll also find Yoshinoya restaurants in all corners of the globe, including the United States, China, Taiwan, Philippines, Malaysia, Hong Kong, Singapore and now FINALLY Australia.

The Yoshinoya story dates back well over a century to 1899 when Mr Eikichi Matsuda opened a gyudon restaurant in the bustling Tokyo fish markets. He named his restaurant Yoshinoya after the neighbourhood of Yoshino-Cho, his childhood home in Osaka.

* The Guardian � Feb 12, 2004 **Japan Today � Jan 16, 2004

LOCATION: Yoshinoya is located at 43 Oxford St, Darlinghurst � Hyde Park end.

Media Contact: Sally Cowin E: sallyc@cfal.com.au T: 0419 995 363