The Japanese restaurant market in Thailand continues to expand steadily. According to a survey by JETRO Bangkok in 2024, the number of Japanese restaurants reached 5,916, an increase of 165 restaurants, representing a 2.9% growth from the previous year. The number of Japanese restaurants has been growing not only in Bangkok and its metropolitan areas but also in other provinces. This expansion is driven by the strong popularity of Japanese cuisine among Thai consumers, the increasing presence of Japanese franchise businesses, and changing consumer behavior favoring healthier food choices. As a result, Japanese restaurants, ranging from sushi and ramen shops to izakayas and premium dining establishments, continue to increase in number.
1. Overview of the Japanese Restaurant Market in Thailand
In recent years, the number of Japanese restaurants in Thailand has grown significantly, especially in major cities such as Bangkok, Chiang Mai, and Phuket. Japanese restaurants have gained popularity among both Thai and foreign customers due to their fresh ingredients, high-quality standards, and excellent service. Today, Japanese cuisine is not only favored by the Japanese expatriate community in Thailand but also enjoys widespread appeal among Thai consumers across different age groups.
Although the number of Japanese restaurants is increasing, the growth rate has slowed due to economic conditions, reduced consumer purchasing power, and increased competition from various dining establishments. Consequently, Japanese restaurant operators must find ways to gain a competitive edge, such as launching promotional campaigns, adjusting menu offerings, and setting more accessible price points.
2. Growth of Japanese Restaurants in Thailand
The Japanese restaurant market in Thailand continues to expand, driven by the growing demand for diverse Japanese cuisine, including sushi, ramen, teppanyaki, and yakitori. These dishes are easily accessible to Thai consumers and are offered at reasonable prices. The expansion is evident from the continuous opening of new Japanese restaurants across the country.
Additionally, Thai consumers have shown an increasing preference for authentic Japanese dining experiences, leading to the success of various Japanese restaurant chains in Thailand. Examples of new Japanese restaurant openings such as ;
- TONKATSU AOKI – A famous tonkatsu restaurant from Japan, opened its first branch in Thailand on December 20, 2024, at CentralWorld.
- Katsu Midori Sushi – Tokyo’s No.1 conveyor belt sushi restaurant, opened its first Thai branch at CentralWorld.
- Fatboy Izakaya – A trendy izakaya gaining popularity.
- Hikiniku To Come – A restaurant famous for serving large hamburg steak portions.
3. Challenges and Opportunities in the Market
Despite rapid growth, Japanese restaurants in Thailand face several challenges, such as:
- Intense competition – Many new Japanese restaurants are opening, making the market highly competitive.
- Sourcing high-quality ingredients – Maintaining Japanese food standards requires premium ingredients, which can be challenging to obtain.
- Adapting to changing consumer behavior – Operators must continuously innovate to meet evolving customer preferences.
However, there are still numerous opportunities in the market:
- Expanding into less saturated areas – Opening restaurants in locations with fewer Japanese dining options.
- Developing new menu offerings – Creating innovative dishes to cater to diverse customer preferences.
- Creating unique restaurant concepts – Differentiating through themed dining experiences and specialty offerings.
4. Future Trends
In 2025, the Japanese restaurant market in Thailand is expected to continue growing. Although competition remains high, demand from Thai consumers remains strong. The trend is further fueled by increased travel to Japan, which enhances Thai consumers’ appreciation of authentic Japanese cuisine. Restaurants catering to younger generations seeking high-quality dining experiences and new food trends will likely see success.
Employment in Japanese Restaurants in Thailand
With the growing number of Japanese restaurants in Thailand, demand for skilled labor has also increased. According to the Japanese Restaurant Association of Thailand (JRAT), over 5,000 Japanese restaurants operate in Thailand, with the number rising annually. As a result, employment opportunities in this sector are expanding, with high demand for positions such as:
- Japanese chefs (sushi chefs, teppanyaki chefs, ramen chefs)
- Kitchen staff (assistant chefs, ingredient preparers)
- Service staff (waiters, hostesses)
- Restaurant managers
Premium Japanese restaurants, in particular, seek highly skilled chefs, often preferring those with experience from Japan.
Challenges in Hiring for Japanese Restaurants Despite high demand, the industry faces several employment challenges:
- Shortage of skilled workers – Experienced Japanese chefs are rare and require additional training.
- Rising labor costs – Increasing wages add to operational costs.
- High turnover rates – Restaurant jobs can be demanding, leading to frequent staff changes.
- Visa restrictions for Japanese workers – Some restaurants prefer hiring Japanese chefs but face legal barriers.
Adaptation Strategies for Japanese Restaurant Operators To address labor shortages, restaurant owners are implementing various strategies, such as:
- Enhancing employee benefits and wages – Offering competitive salaries and perks to attract talent.
- Utilizing technology – Implementing automated ordering systems and service robots to reduce labor dependency.
- In-house training programs – Developing chefs and staff through internal training initiatives.
- Hiring foreign workers – Recruiting from neighboring countries like Myanmar and Laos.
Despite challenges, the Japanese restaurant market in Thailand remains full of opportunities for growth, innovation, and job creation.
Source : https://www.jetro.go.jp/thailand/topics/_532176.html
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