Sushi King

Sushi King is a Malaysian restaurant brand specializing in conveyor-belt sushi and related Japanese dishes. It was established in 1995 by Japanese pharmacist and entrepreneur Fumihiko Konishi, initially opening at the Yaohan department store in Kuala Lumpur. The original format used a conveyor belt to circulate prepared sushi plates, making Japanese food more accessible and convenient for Malaysian consumers. The first restaurant gained popularity and became the foundation for a national chain. The brand operates as Sushi King Sdn. Bhd., formerly known as Sushi Kin Sdn. Bhd., and is a subsidiary of Malaysian multinational Texchem Resources. Its principal market has been Malaysia, where the chain expanded through shopping malls and other high-traffic retail locations. By 2016, it had reached approximately 100 Malaysian outlets, and its 100th restaurant opened at AEON Mall Shah Alam on 19 March 2016. By August 2024, the chain was reported to have 130 restaurants in Malaysia and two restaurants in Jakarta, Indonesia. A significant part of Sushi King's development involved adapting the Japanese restaurant concept to Malaysia's Muslim-majority market. The company's early customer base was described as predominantly non-Muslim Malaysians, including many Malaysian Chinese customers. Konishi and the company subsequently changed ingredients and preparation practices to broaden the brand's appeal to Malay Muslim consumers. Sushi King discontinued the use of mirin rice wine, reduced alcohol content in other ingredients, and reviewed approximately 150 ingredients for halal compliance. In March 2016, the chain received halal certification from the Department of Islamic Development Malaysia, commonly known as Jakim. The company later reported that Muslim customers represented about 40 percent of its customer base in 2017, compared with 22 percent previously. The chain has also pursued regional expansion. Japanese fast-food company Yoshinoya acquired a 28 percent stake in Sushi King in 2015, but sold that holding in January 2022, citing the economic effects of the COVID-19 pandemic on Malaysia. Texchem established an Indonesian subsidiary in 2017 and later announced plans to develop restaurants in Vietnam. The Vietnamese subsidiary was dissolved in February 2022 after the company cited pandemic-related economic effects and uncertainty in the Vietnamese market. The Indonesian operation was closed during the pandemic but was planned for re-establishment, with two Jakarta outlets targeted for late 2024 and longer-term plans for additional restaurants in Jakarta and other major Indonesian cities. COVID-19 caused a substantial operational contraction. Texchem's restaurant division undertook rationalization measures, including reducing the Malaysian network from approximately 150 stores to 121 and closing Indonesian operations during the pandemic period. After reopening conditions improved, the company pursued a lower-cost and more flexible store model. In 2022 it announced plans for cheaper kiosks and satellite outlets, including 20 kiosks, and allocated RM10 million for expansion initiatives. Sushi King also introduced self-ordering kiosks, robotic trays, new menu items, and intensified marketing to reduce labor requirements and improve restaurant efficiency. The brand's positioning combines accessible Japanese cuisine, a recognizable conveyor-belt dining experience, halal-market adaptation, and broad mall-based reach. Its menu is centered on sushi but also includes other Japanese restaurant items. The business remains active and is associated with Texchem Resources, although detailed current ownership, executive leadership, and financial information are not fully specified in the available reference material.

Sushi King began in 1995 when Japanese pharmacist and entrepreneur Fumihiko Konishi opened a conveyor-belt sushi restaurant at the Yaohan department store in Kuala Lumpur. The format combined Japanese cuisine with a fast, visual, and relatively approachable dining experience. The first location attracted customers and provided the basis for expansion into a Malaysian chain. The brand developed primarily through shopping-mall locations and became one of Malaysia's recognizable Japanese restaurant chains. In 2015, Yoshinoya acquired a 28 percent stake, giving Sushi King a strategic relationship with an established Japanese fast-food operator. By 2016, Sushi King had about 100 Malaysian restaurants. Its 100th outlet opened at AEON Mall Shah Alam on 19 March of that year. At the same time, the company was considering expansion beyond Malaysia, including proposed stores in Vietnam. A major strategic turning point was the chain's effort to serve Malaysia's Muslim-majority market. Sushi King's initial customer base was described as mainly non-Muslim Malaysians, but the company changed its ingredients and preparation practices to meet halal requirements and appeal to a wider audience. It removed mirin rice wine, reduced alcohol in other ingredients, and reviewed approximately 150 ingredients. Jakim granted halal certification in March 2016. The company subsequently reported growth in its Muslim customer share from 22 percent to 40 percent by July 2017. Regional expansion continued with the establishment of PT Sushi King Group Indonesia in April 2017. In 2019, managing director Hiroki Mori discussed increasing the Malaysian network from about 135 to 200 stores over five years. Proposed sites included highway rest-and-relaxation areas, petrol stations, and airports, suggesting an attempt to extend beyond the traditional mall-based model. The COVID-19 pandemic disrupted these plans. Texchem implemented rationalization measures, closed Indonesian operations, and reduced the Malaysian store count from roughly 150 to 121. The restaurant division's tax losses were also reported to have narrowed from RM15 million to RM1.3 million in 2021, although the available reference does not provide a separate financial statement or detailed methodology. Yoshinoya sold its Sushi King stake in January 2022, citing the pandemic's economic effects. The following month, Texchem dissolved its Vietnamese subsidiary, referring to economic impact and market uncertainty. As Malaysia moved into post-pandemic reopening, Sushi King adopted a more flexible cost structure. In April 2022, Texchem announced cheaper kiosk and satellite-store formats, an allocation of RM10 million for new stores, and a plan that included 20 kiosks. The company also introduced self-order kiosks and robotic trays to reduce manpower requirements, while pursuing new menu development and stronger marketing. In December 2022, the brand apologized after a customer circulated a video apparently showing maggots in a shoyu bottle at a restaurant, creating a food-hygiene controversy. Leadership and regional growth remained priorities in the following period. Texchem appointed Elaine Chiew as general manager for marketing in April 2024. By August 2024, Sushi King was reported to have 130 Malaysian restaurants and two Jakarta restaurants. Texchem also announced plans to rebuild the Indonesian business, with a long-term objective of adding stores in Jakarta and other major cities. The available material describes Sushi King as an active Malaysian restaurant brand operating under Texchem Resources, but does not establish a complete current ownership structure, a definitive current executive roster, or a standalone public financial profile.

• 2024

  Indonesian operations planned for re-establishment

  [1]Sushi Kingen.wikipedia.org

  Texchem announces plans for two Jakarta restaurants and a larger Indonesian expansion program.

• 2022

  Post-pandemic kiosk strategy announced

  [1]Sushi Kingen.wikipedia.org

  Texchem announces lower-cost kiosks, satellite outlets, self-order technology, robotic trays, and a RM10 million expansion allocation.

• 2017

  Indonesian subsidiary established

  [1]Sushi Kingen.wikipedia.org

  Texchem establishes PT Sushi King Group Indonesia as part of the brand's regional expansion.

• 2016

  Halal certification and 100th outlet

  [1]Sushi Kingen.wikipedia.org

  Sushi King receives Jakim halal certification and opens its 100th store at AEON Mall Shah Alam.

• 2015

  Yoshinoya acquires a minority stake

  [1]Sushi Kingen.wikipedia.org

  Yoshinoya acquires a 28 percent interest in Sushi King.

• 1995

  First Sushi King restaurant opens in Kuala Lumpur

  [1]Sushi Kingen.wikipedia.org

  Fumihiko Konishi establishes the first conveyor-belt sushi restaurant at Yaohan department store in Kuala Lumpur.

An accessible, mass-market Japanese restaurant chain built around conveyor-belt sushi, adapted for Malaysia's halal-conscious and Muslim-majority consumer market.

• Sushi · 1995

  Conveyor-belt sushi

  Sushi King is built around conveyor-belt service, in which prepared sushi plates circulate through the dining area for customers to select. The format is the brand's defining operating model and supports quick, casual dining in high-volume locations such as shopping malls.

• Japanese restaurant food

  Japanese cooked dishes

  Alongside sushi, the chain offers a broader selection of Japanese-style cooked food and rice-based dishes. These items help the restaurants serve customers who want a complete meal rather than sushi alone, although the available reference material does not specify a complete current menu.

• Halal Japanese cuisine · 2016

  Halal-certified menu

  The brand adapted ingredients and preparation practices for Malaysia's halal market. Changes included eliminating mirin rice wine, reducing alcohol in other ingredients, and reviewing approximately 150 ingredients before Jakim certification was obtained in 2016.

• Restaurant format · 2022

  Kiosk and satellite-store format

  In response to post-pandemic operating conditions, Sushi King introduced plans for lower-cost kiosks and satellite outlets. The format was intended to broaden the brand's site options and reduce labor needs, supported by self-ordering kiosks and robotic trays.

• 2022

  Maggots reportedly found in shoyu bottle

  Sushi King apologized after a Malaysian customer circulated a TikTok video that appeared to show maggots in a shoyu bottle at one of the chain's restaurants. The available reference does not provide a final regulatory finding or broader assessment of the incident.

  Source

Read more

• 2024

  Re-establish Indonesian operationsStrategy

  Background

  After closing its Indonesian operation during the pandemic, Texchem sought to return to the market.

  Action taken

  The company planned two Jakarta stores for November and December 2024 and discussed adding 10 more stores in Jakarta and other major Indonesian cities, with a longer-term goal of 150 new restaurants over five to ten years.

  Aftermath

  The available reference confirms the plan but does not establish whether all planned outlets opened or whether the long-term target was achieved.

  Source

• 2022

  Yoshinoya exits its Sushi King investmentM&A

  Background

  Yoshinoya Holdings cited the economic impact of the COVID-19 pandemic on Malaysia.

  Action taken

  Yoshinoya Holdings sold its 28 percent stake in Sushi King.

  Aftermath

  Sushi King continued under Texchem Resources, while the available reference does not specify the transaction value or the buyer's detailed ownership position.

  Source

• 2022

  Adopt lower-cost formats and automationStrategy

  Background

  The company sought to benefit from Malaysia's reopening while controlling labor and operating costs.

  Action taken

  Texchem planned cheaper kiosks and satellite outlets, including 20 kiosks, and introduced self-ordering kiosks, robotic trays, new menu creations, and more intensive marketing.

  Aftermath

  The strategy supported renewed expansion, with the chain reported to have 130 Malaysian restaurants by August 2024.

  Planned expansion allocation. RM10 million (2022)

  Source

• 2022

  Dissolve Vietnamese subsidiaryStrategy

  Background

  Texchem cited the economic impact of the COVID-19 pandemic and uncertainty in the Vietnamese market.

  Action taken

  Texchem dissolved Sushi King Co Ltd in Vietnam.

  Aftermath

  The available material does not document further Vietnamese operations.

  Source

• 2021

  Rationalize the restaurant network during COVID-19Strategy

  Background

  Pandemic restrictions and weaker restaurant demand placed pressure on the restaurant division.

  Action taken

  Texchem closed Indonesian operations and reduced the Malaysian network from approximately 150 stores to 121.

  Aftermath

  The restaurant division's reported tax losses decreased from RM15 million to RM1.3 million in 2021.

  Restaurant division tax losses. RM15 million → RM1.3 million (2021)

  Source

• 2019

  Plan expansion to 200 Malaysian storesStrategy

  Background

  Management sought to extend the chain's reach beyond its existing mall-heavy footprint.

  Action taken

  Managing director Hiroki Mori discussed increasing the Malaysian network from approximately 135 to 200 locations and exploring highway rest areas, petrol stations, and airports.

  Aftermath

  The plan was disrupted by the COVID-19 pandemic and subsequent store rationalization.

  Source

• 2017

  Create Indonesian operating subsidiaryStrategy

  Background

  Sushi King pursued regional expansion beyond its established Malaysian network.

  Action taken

  Texchem established PT Sushi King Group Indonesia.

  Aftermath

  The Indonesian operation was later closed during the COVID-19 period, with re-entry plans announced for 2024.

  Source

• 2016

  Adapt ingredients for halal certificationStrategy

  Background

  The chain sought to expand beyond its initially concentrated non-Muslim customer base in Malaysia's Muslim-majority market.

  Action taken

  Sushi King removed mirin rice wine, reduced alcohol in other ingredients, screened approximately 150 ingredients, and pursued Jakim certification.

  Aftermath

  The brand received halal certification in March 2016 and later reported an increase in Muslim customers from 22 percent to 40 percent.

  Source

• 2024

  Elaine Chiew joins Sushi King marketing leadership[1]Sushi Kingen.wikipedia.org

  Leadership change

  Texchem appointed former Nando's Malaysia marketing head Elaine Chiew as Sushi King's general manager for marketing.

• 2024

  Sushi King announces planned return to Indonesia[1]Sushi Kingen.wikipedia.org

  Other

  Texchem announced plans to re-establish Indonesian operations, with two Jakarta restaurants targeted for November and December and further expansion planned.

• 2022

  Yoshinoya Holdings sells its Sushi King stake[1]Sushi Kingen.wikipedia.org

  M&A

  Yoshinoya Holdings sold its 28 percent interest in Sushi King, citing the economic impact of the COVID-19 pandemic on Malaysia.

• 2022

  Texchem dissolves Vietnamese Sushi King subsidiary[1]Sushi Kingen.wikipedia.org

  Other

  Texchem dissolved Sushi King Co Ltd in Vietnam, citing pandemic-related economic effects and uncertainty in the Vietnamese market.

• 2022

  Sushi King plans lower-cost kiosks and technology-assisted outlets[1]Sushi Kingen.wikipedia.org

  Product launch

  Texchem announced investment in kiosk and satellite formats, self-ordering kiosks, robotic trays, menu development, and additional marketing as Malaysia reopened.

• 2021

  Pandemic rationalization reduces Sushi King store network[1]Sushi Kingen.wikipedia.org

  Other

  Texchem reduced the Malaysian restaurant network and closed Indonesian operations as part of pandemic-era rationalization.

• 2019

  Sushi King outlines Malaysian expansion plans[1]Sushi Kingen.wikipedia.org

  Other

  Management discussed increasing the Malaysian store network from approximately 135 to 200 outlets and exploring locations at highway rest areas, petrol stations, and airports.

• 2017

  Sushi King establishes Indonesian subsidiary[1]Sushi Kingen.wikipedia.org

  M&A · Other

  Texchem created PT Sushi King Group Indonesia to support regional expansion.

• 2016

  Sushi King receives Malaysian halal certification[1]Sushi Kingen.wikipedia.org

  Regulation

  The chain received halal certification from the Department of Islamic Development Malaysia after reviewing ingredients and changing the use of alcohol-related ingredients.

• 2016

  Sushi King opens its 100th Malaysian restaurant[1]Sushi Kingen.wikipedia.org

  Other

  The 100th outlet opened at AEON Mall Shah Alam in March, marking the chain's national expansion milestone.

1. 1Sushi Kingen.wikipedia.org