GENKI SUSHI brand expands into Thailand

GENKI SUSHI brand expands into Thailand
Genki Sushi Central World, the first store in Bangkok, opens on October 24th
The catchphrase is "FUEL YOUR GENKI"
An opening event will also be held, making the venue bustling from the very first day!

Our franchisee, GENKISUSHI (THAILAND) CO., LTD., opened its first store in Bangkok, Thailand, "GenkiSushi Central World Store" on Thursday, October 24, 2024. We have attempted to enter Thailand twice since the 1990s, before the food culture of "sushi" spread overseas. About 30 years have passed since then. In 2019, we signed a franchise agreement with GENKI SUSHI (THAILAND) CO., LTD. and supported them as a franchisor for about five years. This is our third attempt, and we aim to succeed in the Thai market, which boasts the second largest economy in the ASEAN region. We will continue to make further efforts to realize our management philosophy, "We provide rich and enjoyable times with a dish made with our heart, and "energize" the world," in Thailand as well.

■Store's Commitment/Concept

The new store opened on the fifth floor of Central World, a large shopping mall in the center of Bangkok. It is directly connected to Chit Lom Station on the Sukhumvit Line of the BTS Skytrain via a skywalk, and is easily accessible, just a seven-minute walk from the station. Popular tourist sites such as Erawan Shrine (Phra Phrom), known as one of Bangkok's most powerful spots, are within walking distance, and the store is expected to attract many tourists as well as local residents.

The interior concept of the store is based on our company's common philosophy of "making the world lively".
While based on the types of restaurants that our franchisees have developed in Southeast Asia, we have adopted a bright, casual store design based on GENKI's color, yellow, with the aim of creating a space where a wide range of customers visiting the mall can enjoy their meals in peace.

■ Menu of "Genki Sushi Central World Store"

To coincide with the opening of the first store in Bangkok, Thailand, the franchisee conducted local research and conducted repeated trial and error to develop a new menu that focuses on salmon, tuna, and shrimp, which are loved by Thai people, as well as hot snacks, rice bowls, and udon noodles.
The original sauce "THAI MARINATED SAUCE" has a slightly spicy flavor and goes perfectly with fresh ingredients such as shrimp and tuna.

Thai Marinated Fresh Salmon Sushi
Made with salmon, which is popular in Thailand, topped with onion, coriander, and a homemade marinade sauce that matches the local Thai flavor.

In addition, the menu features the catchphrase "FUEL YOUR GENKI," which is a localized version of our company philosophy of "Energizing the World." We will strive to promote traditional Japanese food culture while developing menus that are familiar to local customers.

■Opening Event
The opening ceremony for the first store in Bangkok, Thailand was attended by our company's President and CEO, Mitsunori Azuma, and Teera Mongkolkachit, Head of Market of GENKI SUSHI (THAILAND) Co., Ltd. The ceremony, which began with a powerful performance of Japanese drums, was attended by many people and was a grand event that continued with an opening speech by our company's president, a gift exchange, and a ribbon cutting.

■Store Overview

■ Outlook for the future

As a pioneer in the overseas market as a Japanese sushi restaurant chain, it has expanded overseas since opening a directly managed store in Hawaii, USA in September 1993. Currently, it has expanded into a total of 10 countries and regions, including China and Indonesia, and as of October 24, 2024, the number of directly managed and franchised stores overseas will reach a total of 244.
Using the success of our first store in Bangkok, Thailand as a springboard, we hope to develop the Thai market, which has a rich food culture, into an important area in Southeast Asia alongside Singapore and Indonesia. We will continue to work to expand the number of stores through both franchises and directly managed stores.

[Contact for inquiries regarding this matter]

Genki Global Dining Concepts Co., Ltd. Contact: Corporate Planning Department

TEL：03-6824-9200 MAIL: IR@genkisushi.co.jp