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In June 2023, the first store of "Kura Sushi" in mainland China opened in Shanghai; in January this year, "Hama Sushi" from the same group as "Sukiyaya" opened its first store in Beijing, and in April, the Japanese ramen chain brand "Inuya Ramen" also opened its first store in China in Shanghai... In the past year, many Japanese catering brands have entered the Chinese market. On August 19, a reporter from the Beijing News learned that after opening stores in Guangzhou, Shenzhen, Chengdu, Tianjin and other places, the first Beijing store of the conveyor belt sushi brand "Sushiro" will officially open on August 21.

The Beijing News reporter noticed that the "heating up" of the Japanese food market in China is not only from Japanese brands. Over the years, Chinese Japanese food and catering brands including "Zhengxian Conveyor Belt Sushi" and "Murakami Ichiya" have also grown stronger. Industry insiders believe that as Chinese consumers become more familiar with and understand Japanese food, their sense of novelty about the category is also decreasing. Coupled with the more accurate grasp of Chinese consumer demand and high cost-effectiveness of domestic Japanese food brands, the competition in the Japanese food category will become more intense.

"Sushiro" Beijing's first store uses "digital turntable" for the first time

Public information shows that "Sushiro" is a conveyor belt sushi brand founded in Osaka, Japan in 1984. At present, "Sushiro" has opened more than 800 directly-operated stores in Asia. In 2021, "Sushiro" officially entered the Chinese mainland market and has opened more than 40 stores in Guangzhou, Shenzhen, Chengdu, Wuhan, Tianjin and other cities.

In an interview with the Beijing News, Kazuma Matsuda, managing director of Sushiro, said that Sushiro strictly selects ingredients, takes advantage of cold chain transportation technology, controls the freshness of ingredients, and insists on cooking in the store. Based on years of experience and integrating digital creativity, Sushiro also used the original "Digiro Digital Conveyor Belt Sushi System" in its first store in Beijing to improve store operating efficiency and improve customer dining experience. The Beijing News reporter saw that, unlike the traditional physical conveyor system, each table in the first store of Sushiro in Beijing is equipped with an electronic screen, which realizes "digital rotation": the screen is turned into a virtual conveyor belt, and various dishes are transmitted on the screen in a form close to the physical picture. Customers can order food by touching the picture of the dish. After the dish is ordered and made, it will be delivered to the customer's table through the conveyor chain.