Kappa Sushi is entering Vietnam, while Sushizanmai is expanding into Hong Kong. Hama Sushi surpasses Sukiya for the first time in global sales through its expansion in China. Japanese conveyor-belt sushi chains are stepping up their expansion into Asian markets.
Amid a mature domestic market and rising logistics costs, Japan’s major conveyor-belt sushi chains are accelerating their expansion into Asian markets. KAPPA・CREATE CO.,LTD. plans to open its first Kappa Sushi location in Vietnam, “Kappa Sushi Hikari,” on 24 September 2026, and is developing a store concept focused on entertainment for local customers. Meanwhile, Sushizanmai has put up temporary construction fencing for its first Asian location in Tsim Sha Tsui, Hong Kong, and aims to open it soon.
Hama Sushi, a subsidiary of Zensho Holdings, continues its rapid expansion in China, surpassing Sukiya in global sales for the first time after exceeding 200 locations there. This is supported by a strategy combining localization with an affordable price range, with average spending per customer set at approximately ¥86 to encourage everyday use.
Kappa Sushi aims to attract local families by offering experience-based attractions in Vietnam, including tuna-cutting demonstrations, live tempura preparation and all-you-can-eat plans starting at approximately ¥3,400 (550,000 VND). Localization is also progressing through the introduction of aburi-style and locally inspired menu items.
The article as a whole presents a fact-based overview of Japanese restaurant chains’ efforts to pursue a “platform-style restaurant business” in Asian markets. The moves by Kappa Sushi, Hama Sushi and Sushizanmai are attracting attention as examples of potential overseas expansion.