Kumiho
Located in the heart of Parramatta, Kumiho brings a refined yet approachable perspective to modern Japanese dining. Built around quality ingredients, balance and precision, its menu moves from fresh sashimi and handcrafted sushi to signature mains and curated set menus, creating an experience designed to be shared, discovered and remembered.
Vie Studio developed Kumiho’s digital marketing strategy to translate this experience beyond the restaurant, building a stronger online presence that communicates the quality behind the menu while connecting the brand with Parramatta’s evolving dining audience.
In a competitive hospitality landscape, the opportunity was to establish a digital identity that could capture what makes Kumiho distinctive without relying solely on individual dishes or promotions. The strategy centred on the complete Kumiho experience — considered food, refined presentation and an atmosphere suited to everything from lunch and date nights to group dining, celebrations and pre-event occasions.
Content was approached with the same sense of balance that defines the restaurant. Food-led imagery places emphasis on colour, texture and detail, while considered messaging gives audiences a clearer understanding of the experience behind each visit. Together, these elements create a digital presence that feels polished without becoming inaccessible, reflecting Kumiho’s position between everyday dining and more elevated occasions.
Kumiho’s signature seven-course dining experience became an important expression of this positioning. Designed as a curated progression through modern Japanese flavours, the experience provides a natural platform for communicating craftsmanship, premium ingredients and the considered approach behind the menu. Rather than presenting dining as a collection of individual dishes, digital storytelling builds anticipation around the experience as a whole.
The strategy also responds to Kumiho’s place within Parramatta. Located minutes from CommBank Stadium and surrounded by a growing mix of entertainment, business and dining activity, the restaurant has the opportunity to become part of the wider rhythm of the precinct. Occasion-led campaigns connect Kumiho with game days, events, celebrations and seasonal moments, giving customers timely reasons to discover the restaurant while keeping communication relevant throughout the year.
Across social media and digital campaigns, consistency brings these elements together. Menu highlights, dining experiences, promotions and restaurant moments work collectively to build recognition and keep Kumiho connected with both new and returning guests. Each touchpoint is considered as part of a wider customer journey, moving from discovery and interest through to consideration and booking.
Vie Studio’s digital marketing approach gives Kumiho an online presence that reflects the restaurant itself — considered, contemporary and experience-led. By aligning content and campaigns with Kumiho’s food philosophy, signature experiences and Parramatta location, the strategy builds a stronger connection between how the restaurant is discovered online and how it is experienced in person, supporting greater awareness, engagement and long-term growth.
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