A Bold New Wave: Princess Cruises Doubles Down on Makoto Ocean
Princess Cruises is making major waves in culinary innovation by expanding its acclaimed Makoto Ocean specialty sushi concept, helmed by celebrity Chef Makoto Okuwa, to Diamond Princess and Sapphire Princess starting this Fall 2025. This is a move that underscores an important trend in elevated cruise dining: bespoke, chef-driven experiences that match (or exceed!) high-end restaurants on land.
For food, beverage, and hospitality pros keeping tabs on competitive differentiators, this expansion is a lesson in how brands can leverage star power, authenticity, and localized flavors to create buzz, command premium pricing, and drive brand loyalty—on sea and shore.
Why Chef Makoto Okuwa? The Edomae-Sushi Specialist Setting a New Hospitality Standard
With over 25 years of culinary experience and top-tier credentials—including James Beard Foundation recognition and appearances on Food Network’s Iron Chef America* (chefmakoto.com), Chef Okuwa brings both expertise and brand equity. His restaurants span Miami Beach, Washington D.C., Vail, São Paulo, Madrid, and Panama City, but it’s his uniquely modern take on Edomae-style sushi that’s capturing the imagination of Princess Cruises’ guests and hospitality experts alike.
Edomae-style sushi, rooted in 1820s Tokyo, blends lightly vinegared rice with impeccably fresh, local seafood—a craft requiring significant skill, intuition, and artistry. Chef Okuwa pulls from this tradition, infusing modern presentations and unexpected ingredients, resulting in a menu that’s both rooted in heritage and excitingly contemporary.
“It’s a true honor to bring Makoto Ocean to Diamond and Sapphire Princess as they sail through the waters of my homeland and beyond. Sharing the spirit, tradition, and flavors of Japan with Princess guests is a deeply personal and meaningful opportunity for me.”
— Chef Makoto Okuwa (chefmakoto.com)
Expansion Timeline: From Sun Princess to the Fleet’s Shiniest Jewels
The Makoto Ocean story aboard Princess Cruises started with a test run: first introduced aboard Sun Princess in 2024 (initially as Kai Sushi), it quickly became a favorite. Guest feedback, exceptional demand, and a flawless execution paved the way for expansion—not just in menu, but in culinary philosophy.
- 2024: Kai Sushi by Makoto Okuwa debuts aboard Sun Princess (source: PRNewswire)
- October 2025: Makoto Ocean to launch on Star Princess
- Fall 2025: Expansion to Diamond Princess (replacing original Kai Sushi) and Sapphire Princess
Sami Kohen, Vice President of Food and Beverage for Princess Cruises (princess.com), emphasized, “The expansion of Makoto Ocean is exceptionally meaningful as we bring a guest favorite to those sailing to other regions around the world. Makoto Ocean reflects the elegance and authenticity of Japanese cuisine our guests will enjoy across Japan.”
What’s on the Menu? A Taste of Tradition with Modern Luxury
Makoto Ocean’s menu doesn’t just offer sushi—it presents an edible art gallery, designed to appeal to both adventurous travelers and educated palates:
- Signature Sushi and Sashimi: Spotlighting fresh, regionally sourced seafood, often flown in just for the restaurant
- Specialty Rolls: Featuring Chef Makoto’s trademarks, like truffle salmon, snow crab temaki, and toro tartare
- Innovative Small Plates: Standouts such as Wagyu beef tataki, yuzu-dressed salads, and miso black cod
- Handcrafted Cocktails: Genmai Negroni (a riff on the classic, with Japanese gin, sake, and genmai-cha) and Kodai No Hana (citrusy yuzu juice and Doburoku, an ancient sake)
Every bite merges tradition with playful experimentation—making the restaurant not just an amenity but a destination for international diners.
Why This Matters: Insights for Hospitality Pros and Cruise F&B Teams
1. Premium Upsells in a Bundled World
Princess Cruises is betting that guests are willing to pay for authenticity and exclusivity—even when most meals are included in the cruise price. Makoto Ocean’s $60-per-person upcharge (free for Princess Premier package holders) is priced at parity with high-end land-based sushi establishments. This is “special occasion” dining, but on a ship where every meal can feel special, it takes serious differentiation (and chef reputation) to stand out.
2. Menu Engineering for the Well-Traveled Guest
Cruise guests, especially those sailing to Japan, Antarctica, and Southeast Asia, are motivated by immersive, regional experiences. Makoto Ocean both meets and exceeds this demand by going deeper into Japanese culinary traditions, introducing lesser-known preparations and rare ingredients.
3. The Power of Place—And Storytelling
Locating Makoto Ocean on Deck 7, with an 80-guest capacity, creates a sense of intimacy and exclusivity (mirroring omakase counters in Tokyo or New York).
The Makoto brand narrative—Japanese culinary heritage, a global chef, a menu crafted for sea voyages—becomes an integral part of the Princess guest journey.
4. Leveraging the F&B Halo Effect
High-caliber chefs attract new audiences and media attention. Stories about Makoto Ocean feed into PR, influencer marketing, and cross-promotions—raising overall perception of Princess Cruises as a hospitality innovator.
For more on how brands are transforming their food and beverage offerings, read our coverage of leading chef partnerships in hospitality and high-profile restaurant launches.
What’s Next? Star Princess Launch and the Future of Cruise Dining
The rollout isn’t stopping here. Makoto Ocean is slated for Star Princess in late 2025, and if guest reviews and booking data are any sign, Princess Cruises has found gold at the intersection of authenticity, star talent, and travel immersion.
Hospitality teams: take note—this move is already shifting guest expectations across the industry. Cruisers (and foodies) are now prioritizing onboard dining with the same seriousness as onshore excursions.
Five Takeaways for Food, Beverage & Hospitality Leaders
- Signature chef concepts drive up engagement and onboard revenue—especially when rooted in authenticity and storytelling.
- Premium pricing only works if the experience is unique, limited, and delivers on quality.
- Locally-inspired menus make a difference, particularly for international sailings.
- Personal narrative and brand alignment (Chef Makoto’s heritage + Princess routes through Japan) build deep guest loyalty.
- Innovation in F&B should be matched with operational excellence—from sourcing to service to experience design.
Links, Resources, and Action Steps
- Read more about Makoto Ocean and Chef Makoto Okuwa
- Get the full Princess Cruises restaurant lineup
- To explore further innovation in cruise and hospitality F&B, visit our Food & Beverage Magazine newsroom
Want more insights into smart F&B partnerships and culinary innovation? Catch up on trending industry analysis at Food & Beverage Magazine.
What are your thoughts? Is cruise dining the next frontier for chef-driven restaurant concepts? Drop a comment below with your experience or ideas!
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
