In May, the conveyor-belt sushi chain Kura Sushi opened its first overseas flagship store in Kaohsiung, Taiwan, as part of a new global expansion strategy. This is the chain's 51st store in Taiwan and, boasting a vast area of 2,000 tsubo (6,612 square meters) and 288 seats, it is the largest Kura Sushi in the world. The store was designed by art director Kashiwa Sato, and features a space where visitors can savor a Japanese atmosphere, including 100 Japanese-style lanterns on display. To allow visitors to enjoy both sightseeing and dining, a new concept called "SightEating" has been incorporated.

Kura Sushi’s Overseas Expansion and Growth Potential in the Taiwanese Market

Kura Sushi entered the Taiwanese market in 2014 and achieved its target of opening 50 stores. Building on that success, it has now decided to open this new overseas flagship store. Given the vibrancy of Taiwan's tourism and restaurant industries, it can be said that Kura Sushi has identified further growth potential in the Taiwanese market. Kura Sushi also operates four global flagship stores in Tokyo and Osaka, and has 46 stores in the United States. Furthermore, it plans to open its first store in Shanghai within this year. As a clear strategy, the company is actively pursuing overseas expansion, aiming to increase its number of overseas stores to 400 by 2030 from its current figure. The new store in Taiwan concretely demonstrates the great potential Kura Sushi sees in the Taiwanese market, even as many foreign restaurants withdrew amid COVID-19 restrictions. Although the price per plate ranges from 40 NT dollars (about 180 yen) to 60 NT dollars (about 240 yen), roughly 60% higher than in Japan, the store is so popular that the lines never end, making a major contribution to the company's sales.

A Fusion of Local Character and Entertainment: The New Store’s Initiatives and Future Outlook

The new store also offers a locally exclusive menu, providing fresh surprises and enjoyment for customers. The limited menu features many creative sushi dishes and desserts that incorporate local flavors, such as "Shiratama Kintoki Monaka Mochi" and "Soft-Shell Crab Tempura Nori Rolls," with flavors that can only be tasted here drawing in customers. At the Kaohsiung store, visitors can also obtain festival tickets from gachapon capsule machines at the in-store game corner and win exclusive Japanese-style gifts. Gifts that can be obtained through games, such as "Maneki-neko Coasters" and "Japanese-Style Shopping Bags," have become a new attraction for visitors, offering entertainment as well as dining. Furthermore, the entrance lined with paper lanterns and the interior design, which gives a modern twist to dining scenes from the Edo period, blends Japan's traditional culture with the features of contemporary architecture, offering visitors a new experience.

Kura Sushi’s Overseas Expansion and the Spread of Sushi Culture

These new initiatives represent Kura Sushi's challenge of spreading sushi culture overseas in new ways, unbound by existing restaurant formats. While inheriting Japan's traditional dining style, its locally focused approach—such as developing menus that incorporate local culture and ingredients and providing in-store entertainment—holds the potential to lead to success not only in the Taiwanese market but in its overall overseas expansion going forward. The opening of this new flagship store will likely be an important step in further raising Kura Sushi's name recognition and popularity overseas. We look forward to the further spread of sushi culture in Taiwan in the years to come.