Japanese restaurant/JETRO’s research

Editorial staff

The Japan External Trade Organization (JETRO) reveals that the new opening of Japanese restaurants grew by only 2.9% in 2024 compared to the same period last year, according to Kuroda Jun, president of JETRO Bangkok.

Looking into details, sushi restaurant showed its disappointed performance in 2024. 181 sushi restaurants were opened in 2024, but 274 restaurants were closed, according to a survey carried out by JETRO between August 15 and October 31, 2024.

Also, it found that the number of Japanese restaurants in Thailand rose by 2.9% or 165 stores to 5,916 stores in 2024. Of the total, 2,672 stores were in Bangkok and the remaining of 3,244 in upcountry. Japanese restaurants have been available across Thailand since 2020 with major markets are in Bangkok, Chonburi, Nonthaburi, Chiang Mai, Samut Prakan, Pathum Thani, Phuket, Nakhon Pathom, Nakhon Ratchasima, Songkhla, and Khon Kaen, showing the big numbers of openings.

Of the total 5,916 restaurants, 1,439 restaurants are under a full Japanese concept, followed by 1,279, sushi restaurants 802 ramen restaurants 480 Izakaya. It also has 448 sukiyaki and shabu restaurants in Thailand, while yakiniku, café and donburi restaurant are 433,329, and 162 respectively. The rest are rice with curry restaurants, Japanese-style western restaurants, teppanyaki, soba restaurants, etc.

According to the survey, the popularity of izakaya, soba/udon restaurants, is on the rise in Bangkok, while soba/udon restaurants and cafés gain more popularity in Nakhon Prathom, Nonthaburi, Samut Prakarn, Prathum Thani and Samut Sakhon.

Based on JERTO’s report, this is for the first time in 7 years that the number of Japanese restaurants in Thailand has increased at the lowest rate. During 2018-2023, the number of 230-955 new Japanese restaurants were opened yearly.

In addition to a slower pace growth of new Japanese restaurant, it found that the number of sushi restaurants declined to 1,279 outlets, down 6.8% from 2023. In term of number, the full Japanese restaurant concept store was top-ranked with total 1,439 restaurants, up 6.3% from 2023.

More sushi restaurants were closed than opened

According to JETRO’s report, 181 new sushi restaurants were opened in 2024 but 274 restaurants were closed as well.

Kuroda Jun, president of JETRO Bangkok, attributed the declining number of sushi restaurants to the changing behaviors of consumers to premium quality, sending an impact on outlets using priceing strategy to lure customers. Moreover, an oversupply was one of the problems due to the big number of its openings during 2019-2022. Raw materials led to higher operating cost.

In addition, some sushi restaurants did not renew their franchise’s contracts while some sushi restaurant has changed its business to other Japanese restaurant models. One more thing is the concept of some Japanese restaurants such as udon, soba, cafes, izakaya, and ramen are gaining more popularity among customers.

Mr Jun adds that JETRO will continuously organize activities to stimulate the consumption of Japanese food in Thailand. It will also support exporters to export more Japanese fishery and other raw materials to global market, along with promoting tourism to lure more Thais to experience various types of Japanese food.

“The demand of Japanese food in Thailand will continue, despite obstacles such as higher raw materials and labor costs, higher rental fee and intensifying competition. Japanese restaurant operators need to offer menus with suitable price to meet customer demand, provide knowledge and promote them about their menus and raw materials unknown widely to consumers in the country to attract more customers to test Japanese food,” he said.