Thailand’s conveyor-belt sushi market has grown rapidly from under Bt1 billion (US$30.8 million) in 2019 to around Bt 8 billion (US$246 million) in 2025, although the overall Japanese restaurant sector shows its first decline in the country since 2007.
Japan External Trade Organisation (JETRO) Bangkok published its 2025 survey of Japanese restaurants in Thailand, identifying a total of 5,781 outlets, down 135 from the previous survey. This marks the first decline since the survey started in 2007.
According to Jakkrit Saisomboon, CEO and Co-founder of Maguro Group, the industry is entering a ‘leaf-shedding’ phase – where old formats are replaced by new ones as consumer lifestyles evolve. Jakrit highlighted that most of the stores closed are located in shopping centres due to fierce competition and rising costs, and consumers are also seeking new variety and unique offerings. Traditional sushi outlets are declining but replaced with the conveyor-belt sushi (Kaiten sushi) business model.
This new model allows consumers to choose how much they want to spend based on affordability. Another driver is the influence of children who seems to enjoy this conveyor-belt experience.
Currently, there are 5 major players in the conveyor-belt sushi market and they include Sushiro (40 stores) which is the market leader followed by Katsu Midori (4 stores), Hama Sushi (1), Genki Sushi (1) and Kaiten Sushi Ginza Onodera which offers premium-ingredients kaiten sushi and is set to open its first store in 3rd quarter 2026 in CentralWorld, which will also be its first outlet in Southeast Asia. It will open under a franchise agreement with Maguro Group. One of its major signature is the use of premium quality tuna in its sushi products.
