Japan's New Sushi Chain Serves Single Pieces for 77 Yen

Japan's beloved rotating sushi restaurants just got more budget-friendly, and families are celebrating the change.

Sushi Matsu, a new chain launched by the Matsuya restaurant group, is shaking up the conveyor belt sushi world with a simple twist. Instead of forcing customers to buy two pieces per plate like most competitors, they let you order single pieces starting at just 77 yen (about 50 cents).

The strategy is already paying off. Since launching in September 2024, Sushi Matsu has expanded to 20 locations across Japan, including a recent opening in Tokyo's bustling Shinjuku district.

Food industry analyst Takao Shigemori says the timing couldn't be better. "Based on the parent company's strong marketing power, I foresee a lot of room for growth," he told Friday magazine.

The chain also offers crowd-pleasing side dishes like fried horse mackerel and breaded oysters. This mix of affordability and variety is winning over customers who want options beyond traditional sushi.

Meanwhile, Japan's established sushi giants are innovating too. Kura Sushi keeps families coming back with its "Bikkura-pon" game, where kids win toy capsules for every five plates they finish. Sushiro introduces 50 new desserts annually to appeal to all ages and genders.

The Ripple Effect

The competition is pushing the entire industry to get creative. Chains are perfecting their rice temperature (maintained at 36-37 degrees, the same as human skin) and expanding side menus to include everything from ramen to fried chicken.

Even premium brands like Nemuro Hanamaru are joining the conveyor belt format. Analysts note that raising prices from 360 to 400 yen feels less dramatic to customers than jumping from 100 to 140 yen, giving upscale options room to grow.

The innovations mean better value and more choices for everyone. Genki Sushi has grown so popular internationally that its 200-plus overseas locations now outnumber its 180 Japanese restaurants.

Japan's four major chains together operate over 2,000 domestic locations and nearly 500 overseas. They're all adapting to rising seafood costs while keeping quality high and prices reasonable.

These restaurants are proving that healthy competition drives real improvements for customers, one delicious plate at a time.