Our Story
WHERE TRADITION MEETS INNOVATION
What is the meaning of
ZEN
Describes our core, the sum of Wakei Seijyaku
SHI
An abbreviated word for sushi
Combined, ZENSHI® is an easy word to understand, pronounce and remember.
ZENSHI SEIGAHA
The Seigaiha, is a pattern made of layered circles that create arches in a scalloped fashion depicting “waves of the blue sea”. We use this pattern in the rice color for the ZENSHI® Seigaiha as it represents the rice field blowing in the wind, symbolizing quiet strength and good FORTUNE.
ZENSHI SEIGAHA
Sea and waves, are popular patterns that are seen in Japanese art. Being an island, the Japanese say the sea is never far away. This wave pattern symbolizes the forces of nature as people both fear and revere the sea. Imbedded in the ZENSHI® Nami is the ZENSHI® logomark, making it completely distinct.
BRANDMARK
The ZENSHI brandmark was inspired by mitsudomoe, a design of 3 swirls that symbolize water. Mitsudomoe is found on kawara, the traditional roof tiles found throughout Japan on houses, buildings, and temples.
Our brandmark represents the body of water our core ingredients are sourced, pays homage to our past AFC brand, Southern Tsunami, and symbolizes our strength and leadership role in the market. The three intersecting waves signify the fluidity between the past, present, and future.
We anticipate future trends by crafting new recipes and understanding our consumers’ and partners’ needs. We conduct ourselves in the present, treating our relationships with integrity and passion. We honor our past by upholding our core values in everything we do.
Wakei Seijaku
Wa: HARMONY (和)
We aim to build a team that works in harmony with each other and our partners.
We create unique recipes that delight customers by combining distinct flavors and ingredients that work harmoniously together.
Wakei Seijaku
kei: RESPECT (敬)
We aim to build a team that works in harmony with each other and our partners.
We create unique recipes that delight customers by combining distinct flavors and ingredients that work harmoniously together.
Wakei Seijaku
Sei: PURITY (清)
We aim to build a team that works in harmony with each other and our partners.
We create unique recipes that delight customers by combining distinct flavors and ingredients that work harmoniously together.
Wakei Seijaku
jaku: TRANQUILITY (寂)
We show respect for tradition and our heritage while acknowledging the need for continuous growth to meet the needs of the American palate. We show respect to each other, our partners and our consumers, the food we make, and the space we work in.
Our
Story
WHERE TRADITION MEETS INNOVATION
Wakei Seijaku
Wa: HARMONY (和)
We aim to build a team that works in harmony with each other and our partners.
We create unique recipes that delight customers by combining distinct flavors and ingredients that work harmoniously together.
Wakei Seijaku
kei: RESPECT (敬)
We show respect for tradition and our heritage while acknowledging the need for continuous growth to meet the needs of the American palate. We show respect to each other, our partners and our consumers, the food we make, and the space we work in.
Wakei Seijaku
Sei: PURITY (清)
We aim to build a team that works in harmony with each other and our partners.
We create unique recipes that delight customers by combining distinct flavors and ingredients that work harmoniously together.
Wakei Seijaku
jaku: TRANQUILITY (寂)
We aim to build a team that works in harmony with each other and our partners.
We create unique recipes that delight customers by combining distinct flavors and ingredients that work harmoniously together.
BRANDMARK
The ZENSHI brandmark was inspired by mitsudomoe, a design of 3 swirls that symbolize water. Mitsudomoe is found on kawara, the traditional roof tiles found throughout Japan on houses, buildings, and temples.
Our brandmark represents the body of water our core ingredients are sourced, pays homage to our past AFC brand, Southern Tsunami, and symbolizes our strength and leadership role in the market. The three intersecting waves signify the fluidity between the past, present, and future.
We anticipate future trends by crafting new recipes and understanding our consumers’ and partners’ needs. We conduct ourselves in the present, treating our relationships with integrity and passion. We honor our past by upholding our core values in everything we do.
What is the meaning of
ZENSHI
ZEN describes our core, the sum of Wakei Seijyaku
SHI is an abbreviated word for sushi
Combined, ZENSHI is an easy word to understand, pronounce and remember
What is the meaning of
ZEN SHI
Describes our core, the sum of Wakei Seijyaku
An abbreviated word for sushi
Combined, ZENSHI® is an easy word to understand, pronounce and remember.
CORE VALUES
ZENSHI’s history is rooted deep in Japanese heritage and tradition. As part of this tradition, AFC’s culture reflects the concept of “Wakei Seijyaku” a school of thought based on the combination of HARMONY, RESPECT, PURITY, and TRANQUILITY to create a ZEN ideology. We have taken this ZEN ideology to define who we are.
The meaning and application of these four concepts are as follow:
ZENSHI SEIGAHA
The Seigaiha, is a pattern made of layered circles that create arches in a scalloped fashion depicting “waves of the blue sea”. We use this pattern in the rice color for the ZENSHI® Seigaiha as it represents the rice field blowing in the wind, symbolizing quiet strength and good FORTUNE.
ZENSHI NAMI
Sea and waves, are popular patterns that are seen in Japanese art. Being an island, the Japanese say the sea is never far away. This wave pattern symbolizes the forces of nature as people both fear and revere the sea. Imbedded in the ZENSHI® Nami is the ZENSHI® logomark, making it completely distinct.
ZENSHI WAGARA
Waves Represent
FLOW & CHANGE
The ZENSHI Wagara is a pattern that combine ZENSHI Seigaiha and ZENSHI Nami for a unique Wagara patter representing rice fields and the sea in all of its manifestations, from quiet peacefulness to a force to be feared.
