Bánh Mì Xin Chào Okubo on NHK: A story of human connection and honest labor

An image of a pork roll banh mi captured from the NHK Close-up Gendai report. Source: web.nhk

On June 1, 2026, the brand Bánh Mì Xin Chào was honored to appear on the prestigious report program Close-up Gendai on Japan's national broadcaster NHK. Focusing on the blooming "Gachi-gourmet" local food trend in multi-ethnic neighborhoods like Shin-Okubo, the program offered a touching perspective on how expatriates affirm their value through honest labor, thereby connecting kindred spirits and overcoming all cultural barriers.

A panoramic view of empathy from the NHK crew

Through the objective yet humanitarian lens of talented editor Maho Kuwako and insightful analysis from journalist Hirokazu Murohashi, who has spent many years living and bonding with Shin-Okubo to understand its pulse, the NHK report depicted a moving transformation journey of Japanese society.

Reporter Maho Kuwako (left) and journalist Hirokazu Murohashi (right) in the program studio. Source: web.nhk

Amidst tightening residency policies and business conditions for foreigners, it is sincerity, self-effort, and the spirit of honoring decent labor values that serve as the universal key to harmonizing differences. The deep understanding of NHK reporters and speakers helped viewers see a Shin-Okubo that offers not just delicious food, but also sweat, resilient dreams, and warm human connection.

Kindness without borders

This kindness and love are evenly spread through the stories of expatriates from various nations, all portrayed with the utmost respect:

Camaraderie among Nepali friends

The Nepali restaurant of Kim Gurun and Diliram Siwakoti. Source: web.nhk

Viewers were deeply moved by the small eatery run by Mr. Kim Gurun and Mr. Diliram Siwakoti. Driven by compassion and a desire to ease the financial burden of struggling international students, they have served traditional "Dalbhat" (a classic Nepalese meal of lentil soup and rice) at near-zero profit for years, creating a warm, family-like haven in the midst of a bustling Tokyo.

Transformation from local kindness

Kayoko Masuda shared: Nowadays, it is not strange to say that the maintenance of Okubo town is thanks to foreigners. Source: web.nhk

That warmth also spread to native residents like Kayoko Masuda. From initial concerns about cultural differences, the seriousness and hard work of her foreign neighbors helped her change her perspective. Now, Mrs. Masuda treasures them as an inseparable part of the community, working together to create new vitality for the neighborhood.

The diversity of Vietnamese brands

Moving beyond cuisine, the report subtly introduced a fresh perspective on the sharpness and aspirations of Vietnamese people through a nail salon led by store manager Le Thi Van. Having just opened in April 2026 with an entirely Vietnamese team of technicians, the salon quickly attracted customers with eye-catching designs and the meticulous craftsmanship that is a strength of Vietnamese people.

Staff members of Luci Nail. Source: web.nhk

Ms. Van's simple dream of a stable job represents the thousands of young Vietnamese people who dedicate themselves day and night through honest labor in a foreign land.

Bánh Mì Xin Chào Okubo: When trust connects human values

Amidst this cultural convergence, the story of Bánh Mì Xin Chào Okubo shines as a beautiful testament to absolute trust between people. What makes this particular branch unique is that it is directly managed by Mr. Shigeru Onuki, a native Japanese man.

Shigeru Onuki sharing his experience working with Banh Mi Xin Chao. Source: web.nhk

Formerly a transportation worker, Mr. Onuki was completely captivated by the authentic taste of the traditional Vietnamese baguette and decided to sign a franchise agreement to become a business owner himself. Seeing a Japanese man meticulously handling and respecting Vietnamese ingredients brings a profound realization: When a local places absolute trust in a Vietnamese brand, it transcends a mere commercial transaction. It becomes a synchronization of souls and a genuine acknowledgment of serious, hard work.

For me personally, going to another country to work is incredibly difficult. But seeing the way Vietnamese people work, I realized they approach business with extreme seriousness. Being able to work alongside them and learn so much makes me feel very happy.

Shigeru Onuki sharing on Close-up Gendai | NHK

The heartfelt mission of the founder

For Bánh Mì Xin Chào, every milestone of growth and every appearance on major media outlets like NHK is an opportunity to reflect on their core values. As passionately expressed by the co-founder, Mr. Bùi Thanh Duy:

Through culinary culture, I hope to build a better relationship, becoming a solid bridge between Vietnam and Japan.

Bùi Thanh Duy, Co-founder of Banh Mi Xin Chao

This heartfelt confession acts as a guiding compass and a sacred mission for the brand. Bánh Mì Xin Chào is not merely selling a popular street food; it is a brand striving to promote the essence of Vietnamese cuisine and foster a deep cultural connection between Vietnam and Japan. They are delivering affection, connection, and national pride.

Mr. Duy chatting with Shigeru Onuki at the Banh Mi Xin Chao Okubo shop. Source: web.nhk

In days when Japan is experiencing changes in immigration policies that bring a fair share of anxiety, the stories of Bánh Mì Xin Chào Okubo, Ms. Van's nail salon, and the Nepalese friends' eatery serve as a warm spiritual anchor. They prove that as long as we work with kindness, dedicate ourselves to honest labor, and treat each other with love, we will always find wonderful companions on every journey.

Thank you to the NHK reporters and commentators for capturing such valuable documentary footage, and a special thank you to the diners in Okubo who have always opened their hearts to embrace Bánh Mì Xin Chào as a warm part of their daily lives.