Pizza 4P's JAPAN Concept

Delivering
Wow,
Sharing
Happiness
Make
theWorld
Smilefor
Peace
Our Vision Our Mission

TheRestaurantConcept
Pizza4P’sJapan

Weallreceivegreatblessingsfromthe
Earth,fromthegreatnature,andthen
weareliving"hereandnow".
Inotherwords,weourselvesare
componentsofthisEarth,and
everythingisconnected.

Feelingthisconnection,enjoyingthisgrandblessing,
Whenwebecomeawareofthe“Wearealivenow",
Feelingsofdeepgratitudeoverflow,
And"Compassion"isborn—asenseofcaringtolivetogether.
Thiscompassionbecomesthepathtoexperiencinghappiness.
Ifwecancreatesuchexperiences,ifwecancreatethese'opportunities',
Webelievethatisthefirststeptowardsourvisionof“MaketheWorldSmileforPeace".
Throughtheconceptof"EarthtoPeople:Oneness",
Facingtheingredientsthatarelivingcreatures,
Acknowledgingallthenaturethatnurturesthem,
Theearth,producersinvolvedinallindustries,
Chefs,servingpeople,expressinggratitudetoallourguests,
Andcompassionforeverything.
Weaimtoprovideaspacethatexpressesthesefeelings,andofferanexperience.

The"Oneness"that4P'saimsfor:
From Earth to People, People to People, Earth to Nature,
Nature to People; everything is connected. Being conscious
of this fact, it may naturally be the catalyst for the birth of
unconditional gratitude from the bottom of our hearts. For
example, even the act of breathing ultimately makes us
aware of our connection with earth, and allows us to feel
that we are composed of something beyond ourselves.
This sense of gratitude naturally gives rise to
"Compassion"—feelings of empathy for living together.
Living with compassion is expected to serve as a support for
feeling more happiness in life. Particularly in such an
unstable world, isn't it essential for us to live with strength,
necessitated by ourselves?
This leads directly to the realization of our vision,
to “Make The World Smile for Peace".

The concept of “Oneness” forms the core of our
restaurant concept, and serves as a critical foundation
when constructing all our products, designs, menus,
etc. A feeling of gratitude for the blessings from the
earth, a feeling of gratitude for the connections
between people, a feeling of gratitude for the
interconnected ingredients. These should be linked to
the earth where we live, undivided by industries or
nations.
Will compassion born from expressing gratitude for
these connections—if felt by more and more people—
change their perspective towards themselves and
their surroundings in a more positive direction?
Similar to our partners, the number of people who feel
this Oneness—who hold this sentiment of not
forgetting gratitude— will gradually increase. This is
the way in which we want to expand the circle of
Oneness to others, at Pizza 4P’s Japan.

The compassion that is born from recognizing this
Oneness, isn't it exactly what Japan needs right now,
and the world needs going forward? Towards our
vision of "Make The World Smile for Peace", through
specific mindsets, environments, situations, and
actions that allow for a greater sense of Oneness,
We aim to realize a world that embodies this vision.

*Referenced from the World Happiness Report
**Data referred from OECD.org
Why do we do Oneness in Japan?
In the 2020 World Happiness Ranking*, Japan's happiness
was at its lowest ever, ranking 62nd out of 156 countries and
regions. Although the ranking rose slightly to 56th in 2021
and 54th in 2022 amidst the COVID-19 pandemic, which is
evidence of being an economically affluent country, the ranking
is overwhelmingly low among advanced countries (G7).
Also, in the 2020 ranking of suicide rates by country**,
Japan ranked 8th, consistently appearing near the top, and
unfortunately tops the list among the G7.
Why do these problems occur in Japan, a country that is
supposed to be so blessed? In starting 4P's in our homeland,
Japan, we thought that we wanted to solve this issue.

Through Oneness, Japan can become more happy.
4P's is founded on the vision of "Make the Smile for Peace",
and we are on the mission of "Delivering Wow, Sharing
Happiness”. We have always strived to enhance the tranquility
and happiness in peoples’ hearts—called "Inner Peace”—through
our business operations in Vietnam.
As we open in our homeland, Japan, we have taken the
opportunity to appreciate and reaffirm the beauty and abundant
sources of happiness in Japan, an appreciation that was deepened
by our time abroad.We aspire to create opportunities for as many
people as possible to sincerely feel that they are truly fortunate.
We believe that the concept of Oneness could help people feel
more content and happy in Japan and we are committed to
wholeheartedly realizing this worldview in our store. We have
decided to dedicate all our efforts to bring this vision to life
in this venue.

EarthtoPeoplethroughOnenessat4P’s:
•Gratitudeandrespectfortheearthandnature,whilealsoconstantly
learningfromthem(wecallthis‘edutainment’)
•Sustainabilityasawaytoachieveourgoals.
•Havingaglobalmindset,notjustfocusingonJapan.
•Valuesthatencourageustorespecteachotherandourland,promotingpeace.
•Beinggenuineandsimple,butalsothoughtful.
•Notaimingforadrasticreturntothepast(likebecomingcompletely
veganorlivinglikeoldtimes).
•Instead,weproposeacomfortablelifestylethatminimizesenvironmentalimpact.
•Utilizingcreativityandtechnologytogivepeopleafeelingofrichnessandcomfort.
•Creatingpositivemomentsthatleadtohappinessthroughourcustomerjourney.
•Acommunityandcommunicationthatinspirechangesinbehavior
evenoutsideofourstore.

The way to Oneness
Every living thing on Earth benefits from a part of the earth, and at Pizza 4P’s
Japan, there is no exception. The thoughts of people in various industries, the
sustainable ideas and foundations in their backgrounds, and their awareness
of Oneness. There are actually many people across Japan who have the same
thoughts, regardless of their industry. We have set a framework to share the
same aspiration, and decided on the direction for selecting partners,
choosing materials, designing and conceptualizing. Our partners are
summarized in the following indistries:
Fisheries Farming
(Dairy)
Farming
(Agriculture)
Design &
Construction
Forestry
Seaweed
Protection

Feeling Real
We visit each and every supplier, listening to their
stories and understanding them, which confirms
their commitment and passion. We communicate
our vision to them, and increase our partnership
by sharing the same goals. We want more people
to know about the "things" and "actions" that
these suppliers and creators have poured their
passion and compassion into. We want more
people to know about the intensity of what we've
experienced ourselves, through visiting, seeing,
and touching. We hope to bring this to life
through our 4P’s Japan store.

Bringing Oneness to the World
"Earth to People: Oneness" ultimately means that
we believe we should approach things from a
global perspective—not just limited to “Japan"—
but on a global scale. We’re always considering
traditions, cultures, and craftsmanship from
different countries, regardless of being labelled a
developing or developed country, we select what
is excellent and what we want to leave for future
generations. This leads to creativity. In order to
make the guests who visit and those involved feel
the awareness of Oneness in every detail, we are
building our stores with the utmost commitment
in collaboration with these partners.

CustomerJourney
Pizza4P’sJapan

Creating Compassion:
Customer Journey with ‘Oneness’
“Tokyo” is of course the center of Japan, and
here in Azabudai—in the heart of the city
center—we have created a town that is like
plaza surrounded by greenery, bringing people
together. Azabudai was created as a ‘plaza-
like' town surrounded by plants and living
things, connecting people with each other.
Even in the middle of the city, you can feel a
connection with nature. This is the reason
why this project was created, as this allowed
us to create an environment where people can
feel a sense of oneness with nature, without
being disconnected from it, even when they
step into the store.

When you step into our store, the first thing
that catches your eye is our cheese room.
Making fresh house-made cheese, (which is
the signature of Pizza 4P’s) is something we
will do here in Azabudai, made from fresh milk
and delivered every morning. Our aim is not
only to provide fresh and delicious cheese, but
also to offer an opportunity for people to
become more aware of the origins of food
production. This includes the raw ingredients
that make up the dishes in our restaurant.
That was our thought process behind this.
The pizza oven can be seen from the entrance
to the back of the restaurant. With a counter
in front, leading to the open kitchen. Each is
filled with fresh ingredients delivered from
growers who nurture their produce with love
and enthusiasm.

The counter in front of the oven, the tiles
surrounding the pizza oven, and all the
materials that make up the restaurant, all have
a story behind them. We have carefully
designed each item to make you feel this
connection to the earth.

We want to convey our message everywhere,
from the table settings to the menu book.
We will tell the stories of the many things we
have visited, seen and touched. From this,
when we serve dishes on the plate in front
of you, we believe the familiar ingredients
you're accustomed to eating may feel a little
different. Perhaps you'll find them even
more delicious.
We hope to transform your perception of food,
giving it new depth and appreciation. The
feelings of gratitude and compassion that
arise from this will spread to people in front of
you and your friends and loved ones will smile
and enjoy each other's company. This is how
Oneness creates brings us closer to our vision
to Make the World Smile for Peace. This is the
customer journey that we want to provide.

Pizza 4P’s for you:
We actively host events that go beyond the scope of
the restaurant, incorporating information from
producers and partners, to creating opportunities for
customers to feel a sense of oneness.
Our ultimate goal is to design a customer journey that
has a positive impact on the actions and mindset of
customers who have visited our store, even after they
leave. By learning about and becoming interested in
the earth and nature, as well as our suppliers and
creators, we hope to spark a small feeling of gratitude
and trigger compassion. We believe that these
experiences can lead to bigger actions for a better
world.
(1) Eating, (2) Experiencing, (3) Understanding the
environment and its habitats, (4) Practicing
mindfulness and being compassionate,
(6) Understanding what is good for the earth,
(7) Getting to know food producers and growers,
(8) Innovating products that make a positive change

‘Oneness’Design
Pizza4P’sJapan

"Oneness" through design:
When designing for the concept of 'Earth to People: Oneness’,
we questioned what would help us to realize that we ourselves
are a part of the Earth? We aimed to select materials that would
easily convey a sense of respect and gratitude towards the earth
and nature. Our partners are have resonated with our concept
and strive with us to realize it. In terms of design direction,
instead of coolness or novelty, we pursued a universal creativity
aimed at achieving Oneness. Through design, we wanted to
create a space where people can appreciate the importance of
"what is here and now". Each thing in the earth is filled with
gratitude and compassion.
By creating this space with the cooperation of many people,
we aimed for a design that would produce interactions that
transcends the barriers between the store, the staff, and the
customers. We believe that through such a communal effort,
we can generate a space where mutual understanding and
connection flourish.

Material Selection for Oneness
We choose materials carefully so that we can
understand their origins. Where do they come
from? Who are the people that made it? What
kinds of thought went into their creation. By
choosing all materials ourselves rather than
leaving it up to someone else, we aim to select
materials that will allow people to feel respect
and gratitude towards the Earth and nature.

Material Examples
Stones found while walking along the
riverside. A natural form created by nature.
Connected to nature and to the power of the
earth, seemingly from such a normal life.
Compassion is born from such things in
everyday life, and we have transformed this
into design.

Clear and mindful space with lots of
freedom of movement for guests.
The colors are
warm, taken
from nature.
Natural light to
cast real shadows.

‘Oneness’ Creators
It is not about who benefits from the creation of a thing. Will
someone be better by making it? Think about the way paper
should be, as a creator. If I were just living on my own, I would
not think of making it. Ask again what you want to achieve.
This will help us recognize oneness and should influence our
future creative activities.

Design and cuisine are also connected.
The value that comes from mutual
respect and necessary communication.
Our Lampshades express the
possibilities of seaweed.
Food waste is used to plaster walls
and create dye for cushions.
Everything must be connected.

Food waste is used to plaster walls
and create dye for cushions.
House-made Cheese Room
Electric composing and planting

Art installations through a Peace Gallery
Hand-made tiles
Glass and dish waste with riverside stone
used to create counter-tops
Furniture made by Japanese and
Vietnamese craftsmen

Instruction and story telling about the
origins of paper
Natural indigo-dyed walls
Plastic waste bench made of upcycled
materials

Coasters made of
recycled plastic
Indian waste cloth made
of naturally dyed fabric
Vietnamese clay
tableware
Cutlery rest made
of Japanese wood
Cutlery made of discarded
Cambodian bullets
A global and sustainable oneness that is
expressed at the table. Because, like food, it
is the closest thing to our hands that we
touch, We choose each item with care and
with the awareness of the oneness we aim
to achieve, We carefully select each item
with the awareness of oneness that we aim
for. We have visited our partners and made
the tableware together with them.

Menu Story
We Incorporate the best from around the world, unbounded
by borders. Emphasizing pizza at the core, we introduce
global ingredients and food cultures that mutually respect
each other, aiming for Borderless, Pizzas for Peace, at an
international level for food creation. New and sustainable
ingredients that are visible, making you feel one with nature.
Each menu item has a story we want to convey about these
ingredients. We visited each producer, spending time
together, talking, and alongside the atmosphere of the place,
we tell a story with carefully chosen words.
We also include this story as an audio file in the menu.

Food of
Oneness
Food
Producers

Menu Direction
International food that expresses Peace without
being limited to Italian cuisine, inspired by cuisines
from all over the world. (including Japan)
Mixing cultures aims for fusion of ingredients,
cooking techniques, and cuisine.
Ingredients and homemade seasonings that are
safe and secure.
Respectful and honest work with related to the
ingredients, facing the issue of food loss/zero waste.
"Relaxing" cuisine elements that families can enjoy.
(food education, workshops, etc)
Cuisine that is not junk, but food with a touch of comfort.

Drinks
Original beers that express sustainability.
Natural wines that allow you to meet the
producer and origin.
Non-alcoholic products that can
create new value.
4P's original Kombucha.
Healthy and creative craft colas.
Cafe 4P’s x ONIBUS original blended coffee.
Naturally farmed herbal tea.

Sustainable Drink Pairing
Many portions are inevitably wasted
during cooking. We propose a new form
of sustainable pairing by making good
use of that part of the food.
For example, scraps of vegetables or pizza
dough that has been fermented incorrectly,
or whey from cheese production that can
be reused creatively.

Communicating‘Oneness’
Pizza4P’sJapan

‘Dictionary’ of Pizza 4P’s Japan
Each menu book also published as a regular
book (or ‘dictionary’) Each menu item is
introduced with a photo, a text, and an
introduction to the ingredients with a QR code
for the producer's audio file.
The menu book is placed on each table and the
book is also available for purchase at our Market
4P’s. Normal menus are inevitably thrown away,
they don't stay. They make garbage. But as a
book, they remain.
We want to create such a sustainable landscape.

Audio Guide
We will also offer an audio guide of interviews
and other information from visiting each
producer. The sound of the land and the
atmosphere are also felt through the guide. A
guide for Mindful Eating, available for casually
eating or while waiting for ordering. Even
available when you are ordering, this guide
reminds people of the place and its people.
The sounds of not only Japan but also Vietnam,
Cambodia, and India, each sound is unique to a
place that bridges you to the people who live
there. A new feeling of Oneness is born from
imagination.

Market 4P’s (products)
• Fresh homemade cheese made in the
restaurant.
• Sustainable beer made from wheat.
• Original T-shirts with BUAISOU using
the concept color indigo.
• Original T-shirts with BUAISOU
• Original craft gin with MAWSIM of
Cambodia, which won a gold award.
• Photo book introducing 4P's in Vietnam
• Cutlery made from recycled bullets,
which is also used in the store
• Coasters made from plastic waste
This place expresses the concept of 4P's and
exists as a place to feel the concept of Earth
To People, and to be a place where you can
take your experience home and give it as a gift
of happiness.

Collaborationswithlocalschoolsandthecommunity

Pizza 4P’s Japan Project Team
To be added

Let’smaketheworldsmileforpeace!

Pizza 4P's JAPAN Concept

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