


DUBAI: When Egyptian UAE-based entrepreneur Ahmad Shoushan visited Japan for the first time in April and tried authentic Japanese sandos in Ginza, he knew he had to bring a similar experience to Dubai, which led him to create BTWN.
“When I was in Japan, I was speaking to the locals and they told me this is a very traditional sandwich they have there,” he told Arab News Japan.
“There are these small moments in your life where you feel like they are locked in your memory very well and you just want to repeat that memory. The entire experience (trying a Japanese sando) was just pitch perfect. I fell in love immediately. At that point, I thought that this was missing in the UAE,” he added.
Established in November, BTWN aims to replicate the founder’s experience in Japan but without leaving the UAE. The pop-up offers Japanese sandos with ingredients that are familiar to Arabs. The menu includes, but is not limited to, an Omanashi sandwich that has cream cheese topped with UAE’s beloved chips Oman.
“I came back to UAE and then I started researching everything. How can I build the recipes? How can I make the sandwich? How do they do it? What’s special about it?” Shoushan said.
In order to create an authentic experience, the pop-up had to come up with its own bread recipe that is similar to the bread in Japan. “Our bread was actually built completely just for us. It was the first ever to be done in the UAE.”
“The recipe is from Japan. The length and width of the bread are not like standard bread. The thickness of it is completely different and the ingredients used in the bread are completely different from any other bread,” Shoushan added.
With its polished container-shaped look and tasty menu, the concept was only developed in approximately six months—something Shoushan said is not easy but ‘very possible.’
“It was a very short time. It shows that if you actually put something in your head and that you want to create, (it’s possible). A lot of people, even your friends, might advise you (against it). The reality of it is that you have to take a risk on your life,” he shared. “Sometimes I stand in front of the booth and I think, ‘This was just an idea six months ago,’ so it makes me really proud.”
While the concept was in development, Shoushan knew he wanted it to be in Alserkal Avenue, as the art district reflects BTWN’s core concept of introducing communities in Dubai to cultures they are not familiar with.
“Alserkal Avenue makes me feel like you are not in Dubai but you are in Dubai. When I first introduced the idea (of BTWN) to them, they wanted to see it. (Alserkal Avenue’s staff) didn’t understand what I mean by Japanese sandos. The feedback from them was amazing; they said they have never tried something like this here before.”
Similar to Alserkal Avenue’s staff, customers also have a positive experience at the pop-up so far. “Most people loved the dishes and the ingredients. There is a customer from Saudi Arabia who passed by and she loved the sandwiches so much she told me that we should bring the brand to Saudi,” the owner said.
Shoushan tries to stay connected with the customers to improve the quality of the food and make sure everyone gets an unforgettable experience. “For the first two weeks, I would go up myself and ask customers for feedback. There was one customer who said the bread needed to be thicker, so we changed the bread to be thicker because that feedback was very valid,” he reflected.
“I want to give customers the same experience that I had (in Japan). It brings me joy when I see them grab a sandwich and eat. When I see their reactions, all I remember is me in April in Ginza having that sandwich and having the same exact feelings they are having. It is such simple things in life that can give you that,” the founder added.
Further reflecting on his experience in Japan, Shoushan said it was one of the greatest countries he has ever seen. “I would definitely move there. The food there was great. Everything I’ve tried was just spectacular. I loved the culture and the people are super nice and smart.”
BTWN is planning to expand its savory and sweet menu as well as introduce seasonal items. “We are working on a lot of new recipes, like the chicken katsu. The chef is also working on something called ‘Demon Eggs,’ which is an egg sandwich, but it is done in a completely different way.”
“We are going to introduce an ice cream sandwich with olive oil and salt (as a seasonal item). I thought it was weird to have such a combination, but I’ve tried it and it was insanely good,” he added.
Additionally, the pop-up is already in talks to expand to other locations in Dubai, such as 77 Valley. Regarding expanding to Saudi Arabia, Shoushan shared he is considering it but needs to do further research. “We don’t want to step into a market we are not aware of, but we do understand that the demand is high.”
BTWN is open from Monday to Thursday from 10:30 AM to 9:30 PM and from Friday to Sunday from 12 PM to 11 PM.