At first glance, Pura may seem like another modern Japanese restaurant in Makati, something the city already has a lot of. But look closely at their short menu and you’ll notice how it distinctly differs from others. Their singular purpose is to showcase premium shrimp at its absolute best.
The concept was born from the owners’ seafood business (Manila HJR Marketing), which has been supplying high quality shrimp to the local market and Japan since 1996. Rather than simply selling the product, they wanted to create a restaurant where diners could fully appreciate its sweetness, texture, and freshness. Thus, Pura was born.
How Pura Reinvented Japanese Shrimp Dishes in Makati
Chef Greg Villalon was given the task of composing a menu to achieve this and for him, the challenge wasn’t obviously deciding what ingredient to highlight but to find the best way to do it.
“In Manila, when people think of shrimp, they immediately think of tempura,” he says. “But there are already so many tempura restaurants so we wanted to offer something different.”
That search led him to Japan’s kakiage specialty restaurants, where a single dish is elevated through meticulous craftsmanship. The idea eventually evolved into Pura’s signature Ebi Tenshin Don—a comforting rice bowl topped with a shrimp and onion kakiage, creamy Japanese-style egg, premium short-grain rice, and a rich, smoky tare sauce finished with the restaurant’s own shrimp seasoning.
Another of Pura’s hero item is the Garlic Shrimp Teppan, a straightforward preparation that allows the quality of the shrimp to take center stage. Cooked on a hot plate with plenty of garlic, it draws inspiration from both Japanese teppanyaki and the Filipino’s love for gambas al ajillo.
Rice remains to be at the heart of Filipino dining hence the menu is composed mostly of rice bowls. But for lighter appetites, there’s the Ebi Toast, which is a cross between Hong Kong-style shrimp toast and Japanese okonomiyaki. Crispy panko-fried bread is topped with premium shrimp, cabbage, Japanese mayonnaise, tonkatsu sauce, and bonito flakes, making it an ideal merienda or starter.
Another alternative is noodles, in the form of Seafood Champon, a hearty noodle dish built on a creamy shrimp broth with freshly made noodles, house-made shrimp balls, cabbage, aonori, leeks, and crunchy tempura flakes.
Why Pura Is Keeping Its Menu Focused on One Exceptional Ingredient
Guests are asked to get their drinks from the vending machine located right before the entrance. Or they can opt for house water.
The concept is pretty simple: “to feature ebi in its best light, complement it with great flavors, and of course, cooking it fast and fresh for our fast and furious office crowd,” says Greg.
As Villalon tries to continue building the menu based on how the market embraces his dishes, he makes sure never to get derailed from the purpose, which is to let exceptional shrimp shine. It’s a focused concept built on quality ingredients, straightforward cooking, and dishes prepared quickly enough for Salcedo Village’s fast-paced office crowd—without ever compromising on flavor.
Pura: Ebi Kitchen is located at the Easton Place Building, CS1 Valero Street corner Rufino Street, Salcedo Village, Makati.
Frequently Asked Questions
Pura Ebi Kitchen is a Japanese restaurant in Salcedo Village, Makati that specializes in premium shrimp dishes.
Pura Ebi Kitchen is located at Easton Place Building, CS1 Valero Street corner Rufino Street, Salcedo Village, Makati.
Popular dishes include the Ebi Tenshin Don, Garlic Shrimp Teppan, Seafood Champon, and Ebi Toast.
Rather than offering an extensive menu, Pura focuses on showcasing premium shrimp through carefully crafted Japanese-inspired dishes.
The menu was developed by Chef Greg Villalon, who drew inspiration from Japan’s kakiage specialty restaurants.
Pura’s owners operate Manila HJR Marketing, a seafood supplier that has been providing premium shrimp locally and to Japan since 1996.
