Japanese Restaurant/Shabushi

Oishi Holdings makes a major brand refresh of Shabushi

Editorial staff

Oishi Holdings has announced to refresh its Shabushi Japanese restaurant brand as the first time in over two decades, with Wongravee “Sky” Nateetorn and Hirunkit “Nani” Changkham as its first-ever duo presenter, according to Paisarn Aowsathaporn, the company's first vice president chief food business Thailand.

Shabushi is a Japanese restaurant under the Oishi Group and part of ThaiBev’s food business.

Shabushi x Sky – Nani: ALL YOU CAN GREET campaign, will be launched on June 16, capturing the hearts of the young generation, aiming to connect with the young generation, who seek more than just delicious food but also crave memorable and immersive experiences.

This major brand refresh is designed to deeply and sustainably connect Shabushi with the new generation, ensuring continued relevance and resonance in today’s fast-changing market. This partnership enhances the brand’s approachable yet captivating image, making it especially appealing to teens and fandom communities who drive trends across social media.

Shabushi has built strong brand recognition as a leading Japanese buffet restaurant specializing in Shabu-Shabu and sushi for over two decades. Known as one of the pioneers in conveyor belt dining and with a nationwide presence of 190 branches.

Shabushi has remained a memorable brand in the minds of Thai consumers. However, in an era where consumer behavior especially among the younger generation evolves rapidly, a comprehensive brand overhaul has become an urgent mission.

He said that the brand refresh is further reinforced with a marketing strategy built around the concept of emotional experience, leveraging Shabushi’s core strength and brand essence through three key pillars including : quality, creativity, and great moments (engagement).
 

Paisarn Aowsathaporn

The Restaurant Business in a Time of Transition

Under the PASSION 2030 roadmap, ThaiBev’s food business group is committed to driving sustainable growth by expanding its customer base while deepening relationships with existing customers. This strategy is powered by the use of technology and consumer data to enable brands to effectively respond to rapidly changing behaviors — particularly among the younger generation, a key target group in building the brands of the future.
 
“In a time when everything changes rapidly especially consumer behavior. The restaurant business operator must adapt even faster. The strategy can no longer be just about responding, but about becoming a part of consumers’ everyday lives through brands that have personality, emotional connection, and genuine understanding,” he said

Under the PASSION 2030 vision, ThaiBev is committed to empowering its brands for sustainable growth, particularly strategic brands like Shabushi, which we see as having strong potential to connect with the new generation. With its fresh, fun, and ever-evolving image, Shabushi is well-positioned to resonate with young consumers.

“Our goal is not only to grow the brand in terms of business, but also to grow its place in the hearts of consumers — through a new mindset that truly understands the next generation. This brand refresh for Shabushi marks a genuine effort to understand and connect with the new generation of consumers not just on a marketing level, but on a deeper emotional and experiential level. It’s grounded in the belief that today’s restaurants don’t just serve food; they serve as spaces for connection, where shared value and meaningful relationships between the brand and its customers are built,” he said.