"THE 10," a premium local breakfast supervised by Yoko Shibata, will be fully launched at ANA Crowne Plaza Hotels & Resorts nationwide from June.
Under the theme of "Breakfasts where you'll say, 'Ah, this is delicious!'", 19 hotels across Japan are offering local menus.
IHG Hotels & Resorts (Headquarters: UK, Japan: Minato-ku, Tokyo, Japan; Domestic operating company: IHG ANA Hotels Group Japan LLC; Representative: Abijay Sandilya, Managing Director of IHG Hotels & Resorts Japan & Micronesia and CEO of IHG ANA Hotels Group Japan LLC; hereinafter referred to as IHG) is pleased to announce the full-scale launch of the new signature breakfast for the ANA Crowne Plaza brand, "THE 10: A Premium Breakfast Experience – 10 Recommended Breakfasts from ANA Crowne Plaza Hotels & Resorts," at 19 ANA Crowne Plaza brand hotels nationwide. This program, which has been under development since November 2024 under the supervision of brand producer Yoko Shibata, now features local menus at all 19 hotels and will be rolled out sequentially.
What is "THE 10"?
This is a new concept breakfast buffet from the ANA Crowne Plaza brand, themed around "A breakfast where you encounter 'Ah, delicious!'" Under the supervision of Yoko Shibata, the buffet reconstructs a premium breakfast experience that combines a lively atmosphere, regional characteristics, healthiness, and the joy of choosing. With "local," "creativity," and "discovery" as keywords, the buffet centers around 10 signature dishes developed in collaboration with chefs from ANA Crowne Plaza Hotels & Resorts nationwide. It offers local gourmet dishes and special omelets finished in the live kitchen, freshly made "reward rice balls," and regional soups that showcase local food culture, delivering flavors unique to each area, all crafted with the chefs' dedication. In addition, a wide variety of colorful wellness menus are available, such as a "15-item salad buffet that your body will love" and "energy shot smoothies," perfect for starting your day off right.
For more details, please visit: www.ihg.com/THE-10-Breakfast
THE 10's signature menu
1. Local Gourmet Live Kitchen 2. ANA Crowne Plaza Special Omelet Live Kitchen 3. Reward Rice Ball Live Kitchen 4. 15-Item Salad Buffet for Your Body 5. Chef's Special Curry 6. 15 Ultimate Rice Accompaniments 7. 15 Ultimate Bread Accompaniments 8. Local Specialty Soup 9. Energy Fruit Salad Yogurt 10. Energy Shot Smoothie
From the diverse menus available in each region, we introduce recommended items from the general managers of each hotel.
ANA Crowne Plaza Hotel Chitose
"Namara Donburi" – a dish where you can fully enjoy the bounty of Hokkaido's sea.
Comment from General Manager Yuji Shiraki
"Namara means 'very' in the Hokkaido dialect. The Namara Donburi, a hearty bowl of rice generously using Hokkaido ingredients, is a dish you can enjoy by adding your favorite toppings. Start your day off right by creating your own original Namara Donburi at the 'Ultimate Rice Accompaniment' corner. Also popular are the Sapporo Butter Corn Miso Ramen and Hakodate Salt Ramen, which are offered daily at the 'Local Gourmet Live Kitchen,' and the hotel's special soup curry, which is an arrangement of Hokkaido specialties by the head chef."
Breakfast details: https://www.anacrowneplaza-chitose.jp/restaurant/haskap/breakfast/
ANA Crowne Plaza Hotel Akita
Reward Onigiri Live Kitchen
Comment from General Manager Tomoyuki Abe
"Akita Prefecture is known as one of Japan's leading rice-producing regions, and its exceptionally soft water and abundant nature cultivate rice with outstanding flavor. At our hotel, we offer a 'Reward Rice Ball Live Kitchen' using Akita-grown 'Akitakomachi,' which is ideal for rice balls due to its chewy texture and clean aftertaste, and 'Sakihokore,' a rare and highly prized A-grade rice considered a masterpiece of Akita rice. The appeal lies in being able to enjoy freshly made, warm rice balls, each carefully formed from high-quality rice produced in Akita's climate. Please savor the natural sweetness and elegant aroma of the rice, brought out by the pure water, during your morning."
Breakfast details: https://www.anacpakita.jp/breakfast/
ANA Crowne Plaza Hotel Niigata
Niigata's soul food: Tare Katsu Don (pork cutlet rice bowl with sauce)
General Manager Kazufumi Hachimura's Comment
"At our 'Local Gourmet Live Kitchen,' we offer Tare Katsu Don, a soul food of Niigata. Thinly sliced, crispy pork cutlet is dipped in a special sweet and savory soy sauce-based sauce and placed on top of piping hot rice—a style unique to Niigata. The simple flavor, without the egg, pairs perfectly with Niigata-grown Koshihikari rice. You can easily enjoy this timeless deliciousness, which has been loved by locals for many years, for breakfast."
Breakfast details: https://www.anacrowneplaza-niigata.jp/stay/breakfast.php
ANA Crowne Plaza Hotel Fukuoka
Hakata Tonkotsu Ramen, Hakata Motsunabe, etc.
Comment from General Manager Akira Shibayama
"When you think of Fukuoka, you think of the local specialty, Hakata Tonkotsu Ramen. You can freely customize it with your favorite toppings such as the classic pickled ginger, spicy pickled mustard greens, and char siu pork, and enjoy the authentic taste. Furthermore, you can fully enjoy the flavors of Fukuoka from breakfast onwards with our 'Hometown Local Soup,' which offers Hakata Mizutaki (chicken hot pot) and Hakata Motsunabe (offal hot pot) on a rotating basis, and our '15 Ultimate Rice Accompaniments,' which includes a tasting of three types of mentaiko (spicy cod roe): spicy mentaiko, salmon mentaiko, and squid mentaiko."
Breakfast details: https://www.anacrowneplaza-fukuoka.jp/stay/breakfast/
Comment from Yoko Shibata, who supervised "THE 10"
"Breakfast is a highlight of the hotel experience. At 'THE 10,' we focused on ensuring that guests feel the joy of being in this region right from the start of their day. Through local flavors, the immersive experience of our live kitchen, and healthy menus perfect for the morning, we hope you'll experience moments where you spontaneously think, 'Ah, this is delicious!' Whether it's an exciting morning before sightseeing or a limited morning during a business trip, why not take a moment to relax and savor the start of your day while experiencing the local atmosphere?"
Crowne Plaza is a premium hotel brand that offers unique local experiences around the world, catering to business travelers, leisure travelers, and those seeking a new kind of travel where these two types of journeys intersect, all with an imaginative approach. In Japan, by August 2026, "ANA Crowne Plaza Hotel Chiryu," "ANA Crowne Plaza Hotel Hamamatsu," and "ANA Crowne Plaza Hotel Kochi" will open, and "THE 10" will be rolled out sequentially thereafter.
For a morning of travel, we invite you to visit any ANA Crowne Plaza Hotel & Resorts across Japan to experience the joy of discovering a new place and savor comforting, delicious cuisine.
List of ANA Crowne Plaza Hotels & Resorts currently offering "THE 10"
ANA Crowne Plaza Hotel Sapporo
ANA Crowne Plaza Hotel Kushiro, ANA Crowne Plaza Hotel Chitose, ANA Crowne Plaza Resort Appi Kogen, ANA Crowne Plaza Hotel Akita, ANA Crowne Plaza Hotel Niigata, ANA Crowne Plaza Hotel Toyama, ANA Crowne Plaza Hotel Kanazawa, ANA Crowne Plaza Hotel Narita, ANA Crowne Plaza Hotel Grand Court Nagoya, ANA Crowne Plaza Hotel Kobe, ANA Crowne Plaza Hotel Okayama, ANA Crowne Plaza Hotel Yonago, ANA Crowne Plaza Hotel Hiroshima, ANA Crowne Plaza Hotel Matsuyama, ANA Crowne Plaza Hotel Fukuoka, ANA Crowne Plaza Hotel Nagasaki Gloverhill, ANA Crowne Plaza Hotel Kumamoto New Sky, ANA Crowne Plaza Resort Okinawa Uruma Hills
List of ANA Crowne Plaza Hotels & Resorts planned for "THE 10"
ANA Crowne Plaza Hotel Chiryu [Opening June 1, 2026]
ANA Crowne Plaza Hotel Hamamatsu [Scheduled to open July 1, 2026]
ANA Crowne Plaza Hotel Kochi [Scheduled to open August 1, 2026]
*All images shown are for illustrative purposes only.
About Crowne Plaza® Hotels & Resorts:
Crowne Plaza, one of the world's leading premium hotel brands, operates hotels in a variety of locations and prime spots, including cities, airports, resorts, and suburbs. Whether for business, leisure, or a new kind of travel that blends the two, we meet the needs of modern guests with innovative ideas. In Japan, the ANA Crowne Plaza brand currently operates over 5,000 rooms in 21 cities nationwide (Kushiro, Chitose, Sapporo, Akita, Appi Kogen, Niigata, Toyama, Kanazawa, Narita, Nagoya, Chiryu, Kyoto, Kobe, Okayama, Hiroshima, Yonago, Matsuyama, Fukuoka, Nagasaki, Kumamoto, and Okinawa), and its network continues to expand.
For more details, please visit the brand's official website : www.crowneplaza.com .
Please check out our official social media accounts: https://www.facebook.com/Crowne.Plaza and www.instagram.com/crowneplaza .
About IHG Hotels & Resorts:
IHG Hotels & Resorts [LON:IHG, NYSE:IHG (ADRs)] is a global hospitality company that delivers True Hospitality for Good. With 21 hotel brands and IHG OneRewards , one of the world's largest loyalty programs with 160 million members, IHG operates more than 7,000 hotels in operation, more than 1 million rooms, and has a pipeline of more than 2,300 properties under development in over 100 countries.
PR TIMES press release: https://prtimes.jp/