Since those in Hong Kong have great Cantonese food to choose from, we needed to give them a good reason to eat Japanese sushi. So we gave them 88 reasons in one site. We also knew that Japanese culture was a big interest to Hong Kong-ese, so we captured not just food, but the Japanese world surrounding Japanese food in a kind of endless and boundless treasure of Japanese culture.

We captured the entire, vast world of Japanese sushi by creating a kind of infinity feel to the website. There was really no end to it, or the world of Japanese sushi, as it was built in a kind of loop or globe that brought you back to your original starting position if you searched far and wide enough. It became, truly, a traveling journey through the world of Japanese sushi. We used a lot of illustration to stand out from the plethora of food photography; and also used iconography to provide a richer, more traditional sense which supports the traditions of Japanese sushi.