• Nna/kyodo


Leading Japanese conveyor-belt sushi chain Sushiro has debuted in Hong Kong as part of its global expansion, tapping big data analysis in an effort to meet fast-moving consumer demand.

The first Hong Kong outlet opened at the Nathan Square commercial complex in the busy shopping district of Kowloon on Tuesday. It is Sushiro Global Holdings Ltd.’s third entry into a foreign market after South Korea and Taiwan.

The new flagship restaurant has a floor space of about 743 square meters with 144 seats, offering some 120 items with prices starting from 12 Hong Kong dollars (¥162) per plate, according to Sushiro Hong Kong Ltd., the wholly owned subsidiary of the Osaka-based operator.

The menu also features nine Hong Kong exclusive dishes, such as shrimp-avocado rolls, the firm said.

The company hopes to expand to 50 stores in the Chinese territory within five years. “We have many opportunities in Hong Kong and are always considering opening a new shop if we find a good location,” Kazuo Aramaki, Sushiro Hong Kong’s president, told reporters at an opening event on Monday.

The local arm has introduced a data-based marketing and product management system to adjust the menu at the outlet based on analysis, as the restaurant is expected to draw a wide range of diners including foreign tourists, Aramaki said.

The local arm plans to introduce new dishes at least once a month, he added.

Genki Sushi, another Japanese sushi brand, opened its first outlet in Hong Kong in 1995 and currently runs about 60 shops, serving about 120 items with prices starting from HK$10.

Sushiro, with more than 530 shops at home and now operating in South Korea, Taiwan and Hong Kong, will also open its first outlet in Singapore next Monday. The firm aims to expand into at least one more country or territory abroad by September 2021.

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