For our latest feature, we caught up with Ino Oki, a constant presence in Zurich’s ever-evolving gastro scene and someone who’s always thinking three steps ahead—whether it’s a new pop-up, a fresh concept, or even a design project. An entrepreneur with Japanese roots and a deep connection to his hometown, Ino is a familiar name to anyone who follows the city’s creative and culinary pulse.
We visited Ino and his sister Noi at Ooki Izakaya, their cozy and characterful spot in District 3, to talk about the rhythm of the season, what inspires him right now, and how his heritage continues to shape the way he cooks, serves, and connects with the community. From every plate to every detail of the space, Ino embodies the spirit of Zurich dining—vibrant, forward-thinking, and unmistakably connected to the city he knows so well.
Trunk Talks: Ino and Noi of Ooki Izakaya, Zurich
Could you tell us a little about yourself and your background?
My name is Ino Oki. My mother is from Austria and my father is from Japan. My parents met in Zurich in 1989 while working in a hotel — and they stayed here. I’m the eldest of four children and grew up in Zurich, not far from Paradeplatz.
My father opened his restaurant — the first ramen spot in Zurich — early on in District 4, and my mother worked in the film and fashion industries. Fashion and food were always very important in our household. I remember my mother and father standing out with their style when they picked us up from school.
How has your Japanese heritage influenced the way you approach food, business, or design?
In Japan, there’s a saying, wabi-sabi, which means finding beauty in imperfection and simplicity. This, along with the design principle shibui (subtle and understated elegance), has accompanied me throughout my life. My father lives this philosophy every day, and it continues to guide me in all my decisions — how I dress, how I decorate my restaurant, and even how I spend my holidays. Japanese principles influence my actions in all areas of my life.
What are you currently working on?
By pure chance, we found the perfect location for the Haraiso furniture store — just a few meters from Ooki Izakaya on Zentralstrasse. We’re currently furnishing it and sourcing new vintage goods and ceramics in Japan. The Seefeld location was temporary, but it was so successful and well-received that we decided to continue with a new space to sell Japanese design and more. The opening is planned as soon as possible.
You’ve built a number of well-loved spots here in Zürich — what’s been your focus lately?
I’m currently focusing on quality control at my existing locations. Quality down to the last detail is important to me, and I’m convinced it’s the only way a brand can grow successfully. I want my customers to always have the same Ooki experience — whether it’s an Uber Eats order, a date night at the Ooki Pavilion, or a fun dinner with friends in the tatami room at Ooki Izakaya.
Are there any new projects, openings, or ideas on the horizon that you’re excited about?
I’ve just signed a contract for Ooki to open for the winter season in St. Moritz, which I’m really excited about. It’s a new challenge, but I’m convinced that simple, authentic Japanese food is still missing there — and will be very well-received. The winter mountains have always fascinated me; I get as excited as a child when the first snow falls and love it when the streets are covered in white. There’s something mystical and mysterious about it.
Noi wears the Trunk Goswell Crew Neck Sweater and Mooncastle Short Cashmere Scarf
Can you tell us a bit about your sister Noi and her style?
Noi is one and a half years younger than me and the only girl among the four of us. Perhaps that’s why her style has a somewhat boyish quality. She and I are very similar and share the same taste and sense of style. She has always borrowed clothes from me — and still does! She wears them so confidently and combines them with soft, feminine pieces. I absolutely love her look.
In the photos, you’re wearing pieces from some of our Japanese brands — what draws you to them?
I know many brands through my father, but I also always discover new ones on my annual trips to Japan.
How would you describe your personal style?
Special, authentic. The quality of the pieces is very important to me, and ultimately, an outfit is only perfect if you wear it confidently and know how to combine it. I always break up an elegant outfit — and vice versa — a loud outfit with a classic pair of shoes, for example.
Ino wears the Trunk Cooper Crew Neck Sweatshirt
What does quality mean to you — whether in food, clothing, or business?
As already mentioned, quality is crucial for long-term success in business. The same applies to clothing, where I especially value the origin. I maintain that “Made in Japan” says a lot about quality. Good food doesn’t need 100 special ingredients — just a few, all of excellent quality.
Thank you, Ino and Noi!
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Ino and Noi's Picks
