The number of Japanese conveyor-belt sushi restaurants in China is rising sharply. はま寿司 rapidly expanded its locations in China after spring 2024, increasing from around 50 to more than 200 by July.
As relations between Japan and China deteriorate, Japanese restaurant brands have begun capturing demand in the Chinese market. はま寿司, in particular, has gained popularity in China, with its strategy also seen as a fit for local consumers’ preference for economy.
はま寿司 entered China in 2014. It had 12 locations as of 2020. Expansion accelerated from spring 2024. The number of locations in mainland China stood at around 50, but exceeded 200 by July of the same year.
ゼンショー’s strategy in China is said to be based not only on affordable pricing but also on marketing tailored to local consumer trends. While taking into account the risks in Japan-China relations, the company is believed to be seeking to raise brand awareness through local word of mouth and social media.
As China’s economy slows and economic uncertainty grows, including rising youth unemployment, consumer demand for foreign companies in the Chinese market is nonetheless becoming increasingly important. はま寿司’s expansion is attracting attention as one example of a market strategy.