While Thailand's restaurant sector in 2025 faced major economic challenges with declining consumer spending causing many outlets to close or delay expansion, Sushiro GH (Thailand) Co., Ltd., owner of the Sushiro brand in Thailand, has bucked the trend with remarkable financial performance, highlighting the potential in the Japanese food market, especially "sushi" in Thailand, where there remains opportunity for those who excel in operational efficiency.
the latest financial reports show Sushiro Thailand not just surviving but accelerating growth continuously over three years. Data from the Department of Business Development reveals that
More notable than revenue is the net profit margin, which rose from 9.1% in 2023 to 15.4% in 2025, an exceptionally high figure for the restaurant industry amid rising raw material and labor costs.
are evident when tracing Sushiro’s journey in Thailand, showcasing a business model blending global brand trust with tailored adaptation to Thai consumer preferences.
Originally founded in Osaka, Japan in 1984, Sushiro opened its first Thai branch at CentralWorld in March 2021, managed by Sushiro GH (Thailand) Co., Ltd., a joint venture with Food & Life Companies Ltd., the direct Japanese parent company, to closely control standards of food quality, conveyor technology, and service experience identical to Japan, a crucial element behind its global success.
Sushiro entered Thailand during the challenging COVID-19 period, yet its CentralWorld branch, the largest in ASEAN, consistently drew full queues all day. With travel to Japan restricted, Sushiro filled the gap by offering an authentic Japanese sushi dining experience — including greeting calls, conveyor belt system, and Osaka-style flavors.
Sushiro positioned itself as premium-quality sushi at accessible prices, emphasizing consistent taste and freshness. Its global sourcing system with the Japanese parent company lowered costs below smaller competitors, while delivering superior quality at comparable prices. Additionally, monthly-changing special menus encouraged frequent returns (high repeat orders) as customers sought limited-time offerings.
Another key strength is smart pricing structure. Sushiro prices dishes by plate color, ranging from 40 to 120 baht, allowing customers to control budgets comfortably and often select multiple inexpensive plates, resulting in average bills exceeding initial expectations.
Branch expansion focused on prime shopping malls, reinforcing a premium yet accessible brand image and reaching a broad audience including families and working adults — not just premium customers but also value-seeking mass market segments.
Sushiro operates not merely as a restaurant but as a data-driven company investing seriously in technology, enabling better labor cost control than traditional restaurants. This shift from cost to profit is a crucial factor.
Sushiro was among the first Thai brands to popularize queue reservations via an app, solving the major pain point of long waits, helping customers manage their time, reducing lost sales opportunities, and enabling data collection for targeted promotions.
Sushiro's entry into Thailand was through direct investment from its Japanese parent, not franchising to local investors. Experienced executives from Sushiro, including Managing Director Mr. Masato Moriwaki and senior executive Mr. Tsukasa Yoshida, have closely overseen system setup and quality control, driving branch expansion and success over the past five years.
Their international restaurant business expertise shaped global and Thai market strategies. Within five years, Sushiro expanded to over 40 branches across Bangkok, its suburbs, and major cities. Profits have surged to 728 million baht, proving that precise strategy combined with strong systems and clear branding can turn economic downturns into golden opportunities. This explains why Sushiro has established a "high-quality conveyor belt sushi model" that wins the hearts of Thai consumers.
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