status: draft created: 2026-05-01 depends_on: Brand Philosophy, Persona docs, Messaging Matrix needs_validation:

• Owner sign-off on brand voice
• Actual dish names for assets 8a/8b/8c
• Confirm English-only or bilingual (NL/EN)

12 Core Copy Assets — Michiu

These are the seed texts. Every ad, every caption, every automation draws from these. Draft status: built from vault brand knowledge. Validate with owner before publishing.

Asset 1 — One-Line Brand Statement

Use on: Google My Business, TheFork, TripAdvisor, email footer, print.

Cantonese-Japanese in Amsterdam. The kitchen is serious. The room is alive.

Why this works: Names the cuisine precisely (not "Asian fusion"), places it geographically, and lands the core positioning in one rhythmic line. No marketing adjectives. The kitchen and the room do the talking.

Asset 2 — Short Brand Paragraph

Use on: website About section, press kit, agency pitches. Target: 80 words.

Michiu is an Asian restaurant in Amsterdam built around one obsession: real Cantonese-Japanese cuisine, served with the warmth of a place that knows you.

Every dish is Cantonese and Japanese in its bones — sourced personally, cooked without compromise. The kitchen takes itself seriously. The room doesn't. You don't dress for it. You don't perform for it. You show up, we remember you, and the food does the rest.

Word count: 75 words.

Asset 3 — Instagram Bio

Use on: Instagram profile. Max 150 characters.

Primary (discovery-focused):

Cantonese-Japanese, Amsterdam. Serious kitchen. Alive room. No dress code. ↓ Reserve your table

Secondary variant (brand voice-forward):

Amsterdam's most personal Asian dining experience. All the craft, none of the performance. Reserve →

Note: Add reservation link in bio (TheFork, website, or direct booking link). Update "↓ Reserve your table" to point to whatever booking system is live.

Asset 4 — Status Builder Hook

Use on: TikTok opening line, Instagram Reels first frame, Story text. Max 5 seconds = ~15 words.

Primary:

"Serious food. Staff who know your name. No attitude required."

Variants to A/B test:

"Real money. Real food. Staff who actually remember you."

"No dress code. No attitude. Just the kind of dinner you talk about."

"Amsterdam's most personal night out — and the food holds its own."

Tone check: Confident, zero judgment, speaks to being recognized. Never uses the word "exclusive."

Asset 5 — Classic Connoisseur Hook

Use on: Facebook posts, email campaigns targeting 45+ segment, LinkedIn.

"There's a moment in a great restaurant when the glass arrives before you ask. When the kitchen anticipates instead of asking. When the room feels less formal than the food deserves — and that's exactly the point.

That's a regular evening at Michiu."

Tone check: Warm but precise. Acknowledges the shift away from formal-dining ritual without apologizing for it. The "less formal than the food deserves" line is the whole brand in eight words. Never mentions Instagram, social media, or status.

Asset 6 — Reservation CTA

Use on: every platform, end of every email, every ad. Three lengths.

Short (for captions, story stickers):

Reserve your evening. We'll take care of everything else.

Medium (for email footer, link-in-bio):

Your table is waiting. Reserve tonight and tell us if there's anything worth knowing before you arrive.

Long (for Facebook event, Google Ads description):

Reserve your table at Michiu. Cantonese-Japanese in Amsterdam — the kitchen takes itself seriously, the room doesn't, and the staff remembers what matters.

Asset 7 — Circle of Michiu Introduction

Use on: loyalty program landing page, post-visit email (after 2nd visit), Circle welcome card.

The Circle of Michiu is for guests who've decided this is their restaurant.

Not a restaurant they visit — theirs.

Members are recognized the moment they walk in. Remembered between visits. Invited to evenings that never appear on the public menu.

There's no application form. You earn your place by coming back.

If you're reading this, you already know if you're in.

Tone check: Godin tribe-building — creates a sense of earned belonging, not reward points. No transactional language, no "earn X points per €1 spent."

Asset 8 — Hero Dish Descriptions (3)

Use on: menu, website, dish spotlight posts, Google Business photos.

Important: These are written from vault knowledge (confirmed ingredients: Hokkaido uni, Cantonese aged soy, A5 Wagyu). Replace [DISH NAME] with actual menu names after owner confirmation.

8a — The Wagyu

[Wagyu — dish name TBD] A5 Wagyu, dry-aged 45 days. The marbling is the result of patience — fat integrated so deeply into the muscle that the first bite dissolves before you're ready for it to. Finished tableside. Seven portions available each evening.

Sutherland principles applied: Labor illusion (aged 45 days — makes the work visible), scarcity (seven portions), tableside drama. The word "dissolves" does the sensory work without being a cliché.

8b — Uni Course

[Uni — dish name TBD] Hokkaido uni, at the start of its season when the brine is sharpest. Served on a base of Cantonese aged soy cream, reduced for three hours. The contrast is the point — ocean and earth, in one mouthful.

Sutherland principles applied: Seasonal scarcity (start of season), labor visibility (three hours), contrast framing that makes the diner feel intelligent for ordering it.

8c — The Sharing Centrepiece

[Table centrepiece dish — name TBD] Prepared the Cantonese way. Rested overnight, glazed with five-year aged soy, roasted until the skin breaks clean. It's designed for the table — not the plate. The dish people come back for.

Sutherland principles applied: "The dish people come back for" = social proof. "Designed for the table" = positions sharing as intentional rather than informal. Appeals directly to Status Builders (group dining, visible generosity).

Asset 9 — Post-Reservation Email

Use on: automated email sent immediately after booking confirmation.

Subject line: Your table at Michiu — a few things worth knowing

Your reservation is confirmed.

Before you arrive — if there's a celebration, a preference, or someone at the table who needs extra attention, tell us now. We'd rather know in advance than improvise on the night.

Your table will be ready when you arrive. We won't rush you.

We're looking forward to it.

— Michiu

Why this works (Guidara + Kahneman): Removes the friction of "do I have to tell them it's a birthday?" — we invite it. The line "we won't rush you" is a promise that removes a core anxiety for both Connoisseurs and Status Builders. Short. No fluff. Reads like it came from a person, not a system.

Optional personalization layer (when CRM is live):

• Returning guest: add "Good to have you back." before the sign-off
• First visit: no change needed — the base copy already sets the right tone

Asset 10 — Google Ads Copy

Use on: Google Ads RSA (Responsive Search Ads). Mix and match headlines + descriptions.

Headlines (max 30 characters each)

Descriptions (max 90 characters each)

Campaign structure note

• Brand campaign: Headlines 4 + 5, Description 1
• Intent campaign: Headlines 1 + 2 + 3 + 7, Descriptions 1 + 3
• Local campaign: Headlines 5 + 8, Description 2 + 4

Asset 11 — Celebration & Group Booking Pitch

Use on: website private dining page, Facebook event posts, LinkedIn, group booking email.

Michiu is where Amsterdam marks its moments.

Birthdays, deals closed, anniversaries — the evenings that become stories. For groups of six or more, we shape the table around the occasion: dedicated service, a menu built around your preferences, and the kind of attention that makes every guest feel like the evening was made for them.

Tell us what you're celebrating. We'll take it from there.

CTA to append: → enquire for groups of 6+ (link to contact/booking form)

Tone check: Celebrates without listing perks. "Deals closed" speaks directly to Status Builders without alienating couples or families. "Becomes a story" — Seth Godin tribe language. "We'll take it from there" removes friction.

Asset 12 — Brand Story (TikTok / Reels Voiceover)

Use on: hero brand video, pinned TikTok, Instagram Reels "About Us" format. Target: 35–40 seconds spoken.

Michiu is a restaurant in Amsterdam.

The food is Cantonese and Japanese. Pure technique. The kind of ingredients that take three weeks to source and three hours to prepare.

But if you've been here, you know the food isn't the whole story.

It's the part where your name gets remembered. Where the table looks different on your birthday. Where the staff treats you like you've always belonged here.

Because honestly? You kind of do.

Pure Asian taste. Unreasonably personal.

Production notes:

• Open on B-roll: kitchen close-up, knife work, flame, ingredient beauty shot
• Voice: calm, direct, unhurried — not a hype voice, not a documentary whisper
• Cut rhythm: one visual cut per sentence
• End frame: logo + reservation link
• No music with lyrics — instrumental only

What's Still Needed Before These Go Live

Related

• 🍽 Client Profile — Michiu
• 🎨 Brand Guidelines
• 👥 Target Audience Personas
• M-Brand-Strategy-Master-Plan