Ms. Sasai Tangdechahirun, Managing Director of Oishi Holding Company Limited, said that on the occasion of the 27th anniversary, the company wants to change the celebration style from giving special privileges to customers to inviting customers to share happiness together. This begins with the “Oishi 9.9” campaign on 9 Sep 2026, held for one day only at 165 participating Oishi Japanese restaurant branches.
The campaign is divided into two formats: buffet where the second guest pays 27 baht when using selected packages, limited to 99 redemptions per branch; and à la carte where the second dish costs 27 baht for designated menu items, also limited to 99 redemptions per branch. Participating outlets include Oishi Grand, Oishi Eaterium, Oishi Buffet, Nikuya, Shabushi, as well as Oishi Ramen, Kakashi, and Oishi Bistro.
The campaign’s highlight is linking the numbers 9.9 and 27 years into a marketing activity. The 27 baht paid by customers each time they redeem the offer will be collected and donated to charity organizations through the “Give” project, making the promotion not only a value deal for customers but also a social contribution.
Oishi views this approach as social marketing that connects promotional activities with creating social benefits. It also aims to establish a new habit for September 9, setting a long-term goal for every 9th of September to be “OISHI DAY,” a day of giving that invites employees, customers, and society to participate in social activities annually.
Ms. Sasai said that over the past 27 years, Oishi has grown thanks to customer support and trust. Therefore, the company wants to transform the anniversary from a day when the brand receives congratulations into a day when the brand and customers share happiness back to society, developing this concept to grow sustainably alongside the business.
The “Oishi 9.9” campaign will take place on 9 Sep 2026, one day only, at 165 participating Oishi Japanese restaurant branches. Customers can enjoy buffet or à la carte offers under specified conditions and contribute funds from these redemptions to be donated to charity organizations.