If you live in Indonesia, you’ve probably seen HokBen: the Japanese-style fast-food chain famous for its bento boxes, chicken teriyaki, and those addictive egg chicken rolls. 

Founded by an engineer who tried a bento box on a trip to Japan, it has grown to a brand known across Indonesia with over 380 outlets in 77 cities, from Medan in Sumatra to Makassar in Sulawesi. 

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🍱 The early days

Hendra Arifin was an engineer with a cushy job at Astra International. He spent over a decade working in corporate, but after a trip to Japan, he couldn’t shake the memory of how fast, precise, and beautifully simple bento meals were.

He felt like he wanted to start his own business and get out of his comfort zone.

Seeing the  a gap in Indonesia’s food scene, he felt like he had a good idea and took the leap.

He opened the first Hoka Hoka Bento in Jakarta in 1985. He thought it was quick, practical, and perfect for takeaway and delivery.

But the reality? It was rough. Bento boxes were a foreign concept. Early customers were hesitant. Sales were low.

The idea of eating “cold” Japanese boxed meals just didn’t click with Indonesian diners, who craved warmth and spice.

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🇮🇩 Listen, learn, and localize

But instead of giving up, Hendra listened. He realized he needed to meet people where they were.

So, HokBen started tweaking the menu. They added sambal, amped up the flavors, and made sure every meal felt comforting and familiar. Suddenly, the food wasn’t just Japanese—it was Japanese food, Indonesian style.

Sales picked up. Word spread. HokBen became a go-to spot for families, students, and office workers. The brand started to grow, one loyal customer at a time. It worked!

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👑 Building a bento empire

As HokBen’s popularity soared through the 1990s and 2000s, so did their ambition.

New outlets opened across Jakarta, then Bandung, Surabaya, and beyond. By 2010, HokBen operated over 120 outlets, solidifying its place as Indonesia’s leading Japanese-style fast-food chain.

To reach more customers, HokBen introduced drive-thru services starting in 2009 and launched delivery call centers in the early 2010s. They also created special kids’ meals, like Kidzu Bento, to charm younger diners and families.

Behind the scenes, HokBen quietly invested in better IT systems and operational infrastructure, laying the groundwork for future digital transformation.

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📈 Set to scale

HokBen earned its first Halal certification from the Indonesian Ulema Council (MUI) in 2008, a crucial milestone for winning the trust of Muslim families.

The company continued to prioritize quality, achieving ISO 9001:2015 certification in 2019, highlighting its commitment to consistent service and food safety.

Focusing on these helped set them up to scale even further.

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💥 The big rebrand

By 2013, HokBen was ready for its next act.

After nearly 30 years, the brand shortened its name from “Hoka Hoka Bento” to the snappier “HokBen.” The retro logo and interiors were replaced with a fresh, modern look.

Digital became a priority—apps, online ordering, and cashless payments made it easier than ever to enjoy a bento box.

This wasn’t just about looking cool. Consumer surveys showed millennials and Gen Z wanted a brand that felt fun, fresh, and friendly, while still keeping that unmistakable Japanese charm. HokBen nailed it.

But it wasn’t easy. Some customers noticed price increases, but the menu quality stayed consistent, and the new, sleek stores made dining more enjoyable.

By 2015, only about 30% of outlets had the new look. Instead of rushing to open more stores, HokBen focused on upgrading existing ones and relocating spots that weren’t working. 

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😋 Where they are now

Today, HokBen is everywhere—over 380 outlets in 77 cities, from Medan in Sumatra to Makassar in Sulawesi.

They’ve rolled out new concepts like HokBen Kitchen, a delivery and takeaway-only format, and expanded beyond Java and Bali starting in 2018.

And they’re not stopping. We hear they’re looking into franchising and 24-hour stores.