Lede: Tuen Mun’s Japanese eel restaurant “Manmaru,” which opened its doors last year, has introduced a revamped menu featuring whole-eel tempura and eel curry starting at just HK$80. To attract both regulars and new diners, the restaurant is also running two limited-time promotions: a buy-one-get-one-free offer on select appetisers and a free children’s meal for families who share their visit on social media.
Body: The restaurant, a Japanese import known for its Kansai-style charcoal-grilled unagi, is now expanding beyond traditional kabayaki (glazed grilled eel) and shira-yaki (simply salted grilled eel). Its new headline dishes include the Japanese Eel Tempura Rice Bowl – a whole live eel fried to order, served with a soft-boiled egg and vegetable tempura – and the Japanese Eel Vegetable Curry Rice, which pairs a house-made Japanese curry with the same whole-eel tempura. Both preparations are rare in Hong Kong’s eel scene, offering a crisp, less-sweet alternative to the classic grilled versions.
Other new menu additions include Japanese Eel Tempura Soba Noodles, Manmaru Vegetable Curry Rice, and Tempura Soba Noodles, catering to diners who prefer lighter or plant-based options.
The promotions run from now until 30 September. Families dining with children can receive a complimentary Japanese Kids’ Meal by posting an Instagram story of their meal and tagging @manmaru_hk. The kids’ set includes deep-fried shrimp, meatballs, chicken nuggets, Japanese-style napolitan spaghetti, vegetables, a signature charcoal-grilled eel portion, rice, and a drink. One redemption per table is allowed.
Separately, the buy-one-get-one-free offer applies to ebi ten (shrimp tempura) or tebasaki (chicken wings) for lunch dine-in customers at the same limit of once per table.
Context and Analysis: Manmaru’s strategy follows a broader trend of Japanese eel specialists in Hong Kong diversifying their menus to remain competitive. While grilled eel remains a staple, the introduction of tempura styles allows the restaurant to differentiate itself from rivals such as Unagi Ya and Unatoto. The pricing – from HK$80 for a tempura bowl – positions the restaurant in the affordable mid-range, accessible to Tuen Mun’s family-oriented clientele.
The limited-time offers also reflect a post-pandemic push to rebuild foot traffic and encourage social media engagement. By requiring an Instagram tag for the free kids’ meal, Manmaru leverages user-generated content for organic marketing – a tactic increasingly common among Hong Kong eateries.
Broader Impact: For Tuen Mun residents, the new menu and promotions provide a reason to revisit the town’s evolving dining landscape. As more Japanese “ryu” (chain) restaurants open in New Territories malls, Manmaru’s focus on whole-eel tempura could set a precedent for how traditional specialists adapt to local tastes. Diners interested in trying these dishes should note the restaurant’s opening hours (Monday–Friday 11:30–15:00, 17:00–22:00; weekends until 15:30) as the eel tempura is made fresh to order.
Where to go: Manmaru is located at Shop 19–22, UG/F, Phase 2, Tuen Mun Town Plaza. For reservations, call 3462 3556.