According to a 2025 survey by the Japan External Trade Organization (JETRO), Thailand has over 5,700 Japanese restaurants, a decrease for the first time since the survey began in 2007. The industry structure shows that major segments are highly competitive, with sushi leading the way with approximately 1,250 establishments, ramen with 823, while udon and soba groups comprise only 35 establishments.
This opens up growth opportunities for businesses. Udon, with its very small number of outlets compared to sushi and ramen, becomes one of the remaining gaps to be exploited. Thailand's Singha Beer Group has formed a joint venture with Garden ( Japan ) to bring the Yamashita Honki Udon chain, a famous Sanuki udon brand, to Thailand, marking the chain's first market outside of Japan. According to plan, the number of Yamashita Honki Udon restaurants in Thailand could reach 5 within the next 3-5 years, serving both Thai and Japanese customers.
Singha representatives stated that instead of directly competing in the saturated ramen and sushi segments, the joint venture chose premium udon as a different approach to expand the Japanese food market in Thailand. This strategy demonstrates how large businesses are seeking growth in saturated markets by shifting to less competitive segments, rather than continuing to promote already popular business models.
Not only large businesses, but also independent restaurant owners are showing that udon can be made on a small scale. Pongpan Pattapan, 45, who used to work at a hotel in Phuket, quit his job during the pandemic and went to Kagawa, Japan, to learn udon-making techniques in 2022. In 2023, he opened Seto Sanuki Udon on the tourist island of Phuket.
Every morning, Mr. Pongpan personally makes his noodles, adjusting the process to suit Thailand's hot and humid climate. To reduce costs, he uses local ingredients such as wheat flour and dried anchovies to make the broth. With prices ranging from 100 to 200 baht (3 to 6 USD), about 80% of his customers are Thai and return regularly. On peak days, the restaurant serves over 100 bowls of udon, with monthly revenue fluctuating between 300,000 and 500,000 baht, and has never recorded a loss.
The above case shows that udon not only attracts Japanese diners or tourists but can also encourage local customers to return to the restaurant regularly. However, the potential for scaling up the model to a chain level remains unproven.
Expansion will also present the challenge of maintaining quality as the scale increases. While large restaurant chains have the advantage of capital and networks, independent establishments like Seto rely on artisanal production and local ingredients to control costs.
The next challenge for businesses is to transform initial curiosity into regular consumption habits. If successful, udon could gradually move beyond its niche position and become a more popular choice in the Japanese food market in Thailand.
Source: https://baotintuc.vn/mi-udon-co-hoi-moi-cho-am-thuc-nhat-ban-post1391056.html
