Hamburger steak, widely enjoyed in Japan, is rapidly gaining popularity in China. A Western-style restaurant in Shanghai has attracted attention with a service style that allows customers to choose how well done they want their hamburger steak cooked. Japanese companies’ strategy is reportedly influencing its popularity locally.
Hamburger steak, popular among a wide range of age groups in Japan, is rapidly gaining popularity in China. A Western-style restaurant in Shanghai has attracted attention with its “freshly cooked to order” style, which allows customers to choose how well done they want their hamburger steak cooked, drawing interest from local customers. The restaurant operator explains that foreign tourists account for the majority of its customers.
Comments from customers who visited the restaurant indicate that they value the juiciness of the meat and the opportunity to enjoy its natural flavor. While some restaurants offer lunch for around ¥500 amid China’s prevailing price levels, a hamburger steak on its own costs around ¥1,600, giving some customers a sense of indulgence.
This article focuses on how Japanese companies’ approach is suggested as one factor behind the popularity of hamburger steak in the Chinese market. It does not discuss other factors or future developments.