While more Japanese companies are expanding in the Chinese market, debate over the “China risk” continues. Hama Sushi is rapidly expanding its store network in China to more than 200 locations, while Saizeriya has reached 604 stores. Zensho Holdings has set a target of raising its overseas sales ratio to 30%.
Japanese companies are expanding in China, positioning the market as a pillar of their growth strategies, even as concerns over China-related risks intensify. Amid sluggish personal consumption and deflationary trends, companies are increasingly responding to local needs by emphasizing value for money. In contrast to Kura Sushi, which withdrew from the Chinese market, their strategies highlight a priority on growth in overseas markets.
Hama Sushi is expanding its domestic store network in China from approximately 50 locations at a pace that would take it beyond 200 stores by July 2026, compared with the end of March 2024. Saizeriya, meanwhile, has expanded its store count in China to 604. Both companies are seeking to win over Chinese consumers by emphasizing value for money.
Zensho Holdings aims to raise its overseas sales ratio to 30% under its medium-term plan, pursuing a growth strategy centered on overseas expansion while narrowing the gap with its domestic store openings.
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