Agemono Express founder Roberto Capulong. JONATHAN YBERA/EXPAT MEDIA

Agemono Express, one of the UAE’s most familiar Filipino-Japanese restaurant brands, marked a major milestone this week as it celebrated its 20th anniversary in the country. On Tuesday (January 27), the restaurant chain marked the occasion with a staff celebration — a rare pause that highlighted just how significant the moment was for the business and its people. “We pause our operations to celebrate this incredible milestone made possible because of YOU—our loyal customers, partners, and friends,” Agemono Express said in a statement. “From day one until today, thank you for your continued love, support, and trust. We’ll be back to serve you again on January 28, with the same passion and flavors you’ve come to love. Twenty years strong, and this is just the beginning.” Behind the brand is Roberto Capulong, a Filipino entrepreneur who describes himself as an “accidental sushi chef”, and whose journey mirrors that of many overseas Filipinos who took risks to build a life in the UAE. In a previous interview with Expat Media, Capulong said he arrived in Dubai at just 19 years old, initially working as a hotel waiter. Coming from a family of entrepreneurs, he was determined to carve his own path. “I’m no stranger to taking risks,” he said. “I knew early on that I wanted to build something of my own.” Roberto Capulong is the owner of Agemono Express Capulong joined Agemono in 2006, when the brand was still growing. As operations manager overseeing seven branches, he found himself learning every aspect of the business — including how to make sushi. “I was the operations manager, but since we were just starting at that time, I also had to learn how to make sushi,” he said with a laugh. “That’s why my staff still calls me ‘chef’.” After more than a decade with the company, an opportunity arose for Capulong to take over the business. He did not hesitate. “I believe in Agemono,” he said simply. Together with his wife, Capulong took out a loan, rebranded the chain as Agemono Express, and moved away from the buffet concept in favour of a more focused à la carte menu; a decision that would shape the brand’s success. Today, Agemono Express is known for delivering quality Asian comfort food at affordable prices, a combination that has earned it a loyal following across the UAE. Bestsellers include Japanese street food favourites like ramen and takoyaki, alongside Filipino classics such as bulalo, kare-kare and desserts like halo-halo and leche flan. The brand has also expanded into packaged snacks, including crispy garlic peanuts and crispy chicken skin in sour cream flavour. Innovation remains central to the business. “We launched chilled taho,” Capulong said. “It was a hit. Asked about the secret to staying relevant for decades in a competitive food scene, Capulong kept it simple. “People’s taste buds change,” he said. “You need to adapt.” ICA/Expat Media
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