SUSHIRO opens its first store in mainland China’s capital, Beijing. “SUSHIRO Xidan Joy City Store” opens on Wednesday, August 21st ~ “Digiro” currently available in Japan will also be introduced~

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FOOD & LIFE COMPANIES, Inc. (Headquarters: Suita City, Osaka Prefecture; President and CEO: Mizutome Koichi; hereinafter referred to as F&LC) continues to expand its overseas business in order to realize its vision of "Change the taste of everyday life. Spread joy to the world." We are pleased to announce that on Wednesday, August 21st, Sushiro opened its first store in mainland China, the capital of Beijing, "Sushiro Xidan Joy City Store." With the aim of delivering Sushiro's deliciousness, fun, and value beyond the price, we will work with local staff to create a store that will please as many customers in Beijing as possible.

What happened on the day

On the day of the opening, a commemorative ceremony was held in front of the store. In addition to greetings from the company representative, there was a lion dance and drum show, and the store manager announced the opening, and the store was off to a grand start in the presence of many customers. F&LC Executive Officer in charge of overseas business in Greater China, Kazuo Aratani, and General Manager of Beijing Sushi-Ro Catering Co., Ltd., a local subsidiary, attended the ceremony. In his opening remarks, Matsuda expressed his enthusiasm, saying, "Here at our first Beijing store, we are committed to the quality and freshness of our ingredients and the cooking in the store, and will welcome our customers with the same quality sushi as at Sushiro in Japan. We want to enrich our customers' lives through food."
The store was packed with customers, and two hours after opening, more than 600 groups had made reservations. Customers who visited the store praised Sushiro's "taste," the variety of sushi toppings, service, and Dejiro.

The exterior of the Sushiro Xidan Joy City store

A line of customers waiting for the store to open

How the store opened in Beijing and features of the first store

Sushiro, which opened its first store in mainland China in 2021, began its expansion in Guangzhou in southern China, and has since expanded its bases to Shenzhen and Chengdu, before moving north. Following Tianjin in May, the company has now opened its first store in the capital, Beijing. Beijing is a vibrant city that is a center of politics, culture, history, and international business and tourism. It is a fusion of tradition and modernity, and is a gathering place for food cultures from all over the world. People are looking for not only the taste of the food, but also the quality and speed of the food, which Sushiro believes is in line with its commitment to "deliciousness" and its efficient store operations, so the company decided to open this store.
One of the features of the first Beijing store is the introduction of "DigiLo (Digital Sushiro Vision)," which combines a new digital vision with a conveyor belt. As Sushiro celebrates its 40th anniversary in Japan in September 2023, this initiative is aimed at proposing "conveyor belt sushi one step ahead" by digitally recreating the "fun of conveyor belt sushi." DigiLo has already been well received at the Tianjin store, and we are confident that the innovativeness and entertainment value of DigiLo will be well received by Beijing customers, who are highly interested in cutting-edge digital technology, so we decided to introduce it (as of August 21, the number of stores that have introduced DigiLo is 13 in Japan and 2 overseas).

Accelerating overseas expansion of F&LC

F&LC began its overseas expansion in 2011, and currently operates conveyor belt sushi restaurant "Sushiro" in seven areas (Korea, Taiwan, Hong Kong, Singapore, Thailand, Mainland China, and Indonesia) and popular sushi izakaya "Sugidama" in two areas (Hong Kong and the United States). The number of stores is steadily expanding, to 38 stores as of the end of the fiscal year ending September 2020, and 135 stores as of the end of the fiscal year ending September 2023. When opening Sushiro stores, it is important to deliver Sushiro's delicious sushi in its original form to local customers, and is committed to "direct management" of stores, menu composition, pricing, in-store cooking, utilization of technology, hygiene management, and human resource development.
In the "FY24-26 Medium-term Management Plan," we consider strengthening overseas expansion to be one of our key priorities. Currently, in mainland China, we are opening new stores in carefully selected areas.

■Store Overview

Store name:

Sushiro Xidan Joy City Branch

location:

7F-01, Xidan Dayue City, No. 131, Xidan Bei Street, Xicheng District, Beijing

Opening date:

Wednesday, August 21, 2024 11:30 (Beijing time)

Opening hours:

Monday to Friday 11:00 to 22:00, Saturdays, Sundays and holidays 10:30 to 22:00 (Beijing time)

Number of seats:

234 seats (6-seat tables x 36, 2-seat tables x 8, 1-seat tables x 2)

Private room:

2 rooms for 6 people, 2 rooms for 10 people

menu:

Over 200 types (approximately 120 types of sushi, approximately 40 types of side dishes, approximately 10 types of desserts, approximately 20 types of drinks)

WeChat official account:https://mp.weixin.qq.com/s/x-8IOwvbl1MYQCap_pVsBQ

"Dejiro" offers an unprecedented store experience

Private rooms introduced in mainland China to accommodate large group dining culture

Press Release PDF

<Contact for media inquiries regarding this matter>

FOOD & LIFE COMPANIES, Inc. Public Relations Department, Public Relations Division
TEL: 06-6368-1063 (weekdays excluding weekends and holidays)
MAIL: press@food-and-life.co.jp
URL:https://www.food-and-life.co.jp