YANGON, MYANMAR – A Japanese information technology venture in Myanmar has launched a gourmet information app assisted by artificial intelligence technology to cater to growing numbers of smartphone users in the country. World Street Myanmar Yathar Co., established by Aichi Prefecture-based advertising agency Nagata Co. as a major shareholder, says it recently kicked off an app named Yathar, which means taste in the Myanmar language, to offer personalized recommendations at eateries and post customer feedback. Shunsuke Ichikawa, CEO of the local venture, told NNA his firm is introducing the foodie platform in Myanmar because it is good timing to invest in the emerging economy in light of recent developments in its telecommunications infrastructure. The nation's telecom market liberalization in 2013 sharply boosted the smartphone penetration rate from 2 percent in 2011 to 95.6 percent in 2016, according to International Telecommunication Union data cited by the IT venture. Ichikawa said Yathar will provide users with fair and supportive information based on reviews of food services ranging from high-end restaurants to stall vendors.