Carla Chahrour

DUBAI: The United Arab Emirates-based Japanese bakery Yamanote Atelier has launched a campaign entitled “Bake for Beirut” to support victims of the Beirut explosion that ripped through the city on August 4, killing nearly 200 and injuring thousands.

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Yamanote Atelier’s “Bake for Beirut” initiative, characterized by the hashtag “#bakeforbeirut” will donate 15 percent of all the proceeds from baked goods generated between August 16 to August 19 to the victims of the blast, in partnership with Emirates Red Crescent, for the Lebanon Relief Fund and in accordance with Islamic Affairs and Charitable Activities Department.

Signature items baked at Yamanote Atelier, such as the Yamonote croissant, chicken Karaage Bun, and Croque Monsieur have been decorated with the Lebanese flag in representation of their support.

“You can get involved and join us in supporting our fellow patriots by buying some delicious gourmet baked goods – treating yourself but also contributing to a wonderful cause and coming together,” the Japanese Bakery said in a statement.

Customers can purchase baked items at any of its eleven outlets in the country, or place orders through Yamanote Atelier’s Whatsapp delivery service, which is available throughout the UAE and can be reached on +971 52 1275 210.

Founded in 2013, the homegrown brand was curated to deliver the tastes, culture and culinary craft of Japan and France through baked goods and an elegant café culture.