Oishi Eaterium has taken a major step up by launching the new concept store “All You Can Eat Sakaya,” a comprehensive upgrade beyond food, service, and atmosphere, delivering an unlimited eating, drinking, sharing, and socializing experience tailored for every life moment.
5 Feb 2026 GMT+7 Ms. Sasai Tangdechahirun, Managing Director of Oishi Holdings Co., Ltd. She said, “At Oishi Eaterium, we continuously develop menus, food, service, and in-store experiences to meet customers' evolving needs. Our new concept, OISHI EATERIUM: ALL YOU CAN EATZAKAYA, marks a significant brand refresh connecting with current consumer lifestyles and behaviors by combining premium Japanese cuisine with a relaxed, fun, and friendly eat-drink-share atmosphere, under a concept that lets customers design their meal experience their own way.”
Oishi Eaterium at Samyan Mitrtown is designed as a hybrid restaurant format, allowing customers to choose between “buffet” which is comprehensive and good value, or “à la carte” offering affordable single dishes to suit individual preferences—all within one location. Pricing is flexible to cater to all groups, from those seeking value-filled meals to those who prefer ordering favorite dishes or enjoying leisurely social time without rush.
This new concept not only expands customer choices but also increases visit frequency and enhances brand relationships by delivering experiences that satisfy both practical needs and emotions, reflecting the brand’s focus on the quality of customers’ time spent in-store as much as on the food quality.
Another highlight is the “drink station,” featuring an open drink bar and skilled bartenders ready to craft special beverages one glass at a time, bringing fresh inspiration in a shareable, drinkable form, elevating the eat-drink-share experience and positioning the venue as a lifestyle destination beyond a typical Japanese restaurant.
The atmosphere and decor have been completely redesigned with a bright, open, and comfortable tone reflecting modernity and approachability. The walls are adorned with contemporary Japanese-style graphics combined with neon flex signs that add a fun, lively vibe inspired by authentic Japanese izakayas, making it ideal for photos, sharing, and enjoyable time—whether a quick lunch or an evening hangout with friends.
Oishi Eaterium plans to continue expanding this new concept, prioritizing locations that align with consumer lifestyles rather than size, aiming to elevate the brand into a “shared experience space” that meets new consumer needs, reaffirming its position as a creative Japanese restaurant brand that understands trends and evolves genuinely with its customers.
“We see that today’s eating, drinking, and sharing behaviors are driven not just by taste or price but by feelings, fun, and participation in the moment. Therefore, Oishi Eaterium aims not only to serve excellent Japanese food but also to design an ‘experience space’ where people want to come, share, and return again. That is the true heart of the OISHI EATERIUM: ALL YOU CAN EATZAKAYA concept,” Ms. Sasai concluded.
The launch of the new concept store OISHI EATERIUM: ALL YOU CAN EATZAKAYA is therefore not just a makeover but a communication of the brand’s new vision in an era where “experience” and “emotional connection” are as valuable as the flavor of food. It reflects Oishi Eaterium’s commitment to being a Japanese restaurant brand that stays in consumers’ hearts and grows sustainably in a constantly changing consumer behavior landscape.
