Sushiro
A major Japanese conveyor-belt sushi chain offering broad, value-oriented sushi and Japanese dishes through a large domestic and international restaurant network.
Last updated August 21, 2026
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Overview
Sushiro, also known as Akindo Sushiro, is a Japanese multinational restaurant brand specializing in conveyor-belt sushi. The chain is headquartered in Suita, Osaka, and operates under FOOD & LIFE COMPANIES, the listed group associated with the Sushiro business. Its format combines rotating sushi plates, made-to-order items delivered through in-store conveyor systems, and a wide menu of side dishes and desserts. The model is designed to make sushi accessible to a broad customer base through standardized operations, high restaurant throughput, frequent menu changes, and promotional offerings. The brand was established in 1984 and became one of Japan’s leading conveyor-belt sushi operators. Its domestic network grew to more than 500 restaurants, giving Sushiro substantial scale in purchasing, menu development, store operations, and brand marketing. The chain’s proposition centers on variety and affordability rather than formal dining: customers can choose from conventional sushi, seasonal seafood, cooked toppings, rolls, side dishes, drinks, and desserts in a casual setting. Digital ordering and automated delivery features have also become important parts of the modern conveyor-belt format, although the specific technologies and services vary by market. Sushiro began international expansion with a restaurant in Seoul, South Korea. It subsequently established a Taiwan subsidiary and opened its first Taipei restaurant in June 2018. Hong Kong and Singapore followed in August 2019, Bangkok became the first Thai location in March 2021, and the chain entered mainland China with a Guangzhou restaurant in September 2021. Sushiro Indonesia began operating its first Jakarta branch in November 2023. In 2024, the company established a local entity in Malaysia to evaluate expansion, with an initial Malaysian outlet scheduled to open in February 2025. The brand has also faced operational and reputational challenges. A 2022 Japanese Consumer Affairs Agency report criticized advertising for limited-time sea urchin and crab sushi when many restaurants reportedly lacked the promoted items. In early 2023, a widely circulated hygiene-related prank video filmed at a Sushiro restaurant triggered public concern about conveyor-belt food safety and caused a sharp fall in the market value of the parent company. Sushiro later withdrew its lawsuit against the student involved after reaching an agreement described as reasonable and acknowledging responsibility. Outside Japan, a Taiwan promotion that offered free sushi to people whose names included “salmon” produced a widely reported name-change phenomenon, while a Guangzhou language-policy controversy prompted an apology after criticism and boycotts. Sushiro remains an active international restaurant brand. Its principal competitive strengths are its recognizable conveyor-belt format, scale in Japan, broad menu, frequent promotions, and ability to adapt the restaurant concept to local markets. Its principal operating risks include seafood supply and freshness, food-safety controls, advertising accuracy, labor and service consistency, cultural localization, and reputational exposure from customer-generated content.
History
Sushiro was established in Japan in 1984 as a conveyor-belt sushi business. Its growth followed the wider development of kaiten-zushi, a restaurant format that uses a moving belt to present prepared sushi while allowing customers to select items directly or order them from the kitchen. Compared with traditional sushi restaurants, the format supports faster service, standardized preparation, larger dining capacity, and a more accessible price structure. Over time, Sushiro developed into one of Japan’s largest conveyor-belt sushi chains. Its domestic expansion produced a network of more than 500 restaurants and made the brand a major national operator by turnover. The business became associated with broad menu choice, rotating seasonal items, promotional pricing, and a combination of belt-served and individually ordered dishes. The concept also expanded beyond sushi to include cooked food, noodles or other Japanese dishes, drinks, and desserts, helping the restaurants appeal to families and mixed groups. Sushiro’s overseas expansion began in South Korea, where it opened its first international branch in Seoul. The company established Taiwan Sushiro Co., Ltd. in 2017 and opened its first Taipei restaurant on 15 June 2018. In August 2019 it entered Hong Kong and Singapore. Thailand followed in March 2021 with a first Bangkok location. In September of the same year, Sushiro opened its first mainland Chinese restaurant in Guangzhou. These markets required adaptation to local dining habits, seafood preferences, language environments, and regulatory conditions while retaining the recognizable conveyor-belt format. In November 2023, Sushiro Indonesia began operations with a first restaurant in Jakarta. In April 2024, reports indicated that the group had created a Malaysian local company to study market entry, with an outlet planned for public opening in February 2025. The international network therefore became an important extension of the Japanese business, particularly across East and Southeast Asia. The brand’s history also includes several controversies. In June 2022, a Japanese Consumer Affairs Agency report criticized Sushiro’s promotion of limited-time sea urchin and crab sushi when many restaurants reportedly had no stock. The incident raised questions about advertising accuracy and inventory planning. In January 2023, a video filmed at the Gifu Masakiten restaurant showed a 17-year-old student licking a soy-sauce bottle and cup, touching sushi on the conveyor belt, and then returning the items to service. The video caused widespread public concern about hygiene at open conveyor-belt restaurants and contributed to a steep fall in the share value of FOOD & LIFE COMPANIES. Sushiro later withdrew its lawsuit against the student after reaching an agreement and stating that responsibility had been acknowledged. Sushiro has also experienced controversies unrelated to food safety. A Taiwan promotion in early 2021 offered free sushi to customers whose names contained the word “salmon,” prompting many people to change their names and generating extensive media attention. In Guangzhou, the company faced criticism after supervisors reportedly prohibited Cantonese in employee online chat groups. Sushiro apologized after the controversy and local boycotts. These episodes illustrate both the reach of the brand’s promotional campaigns and the reputational risks of operating a highly visible international chain. Sushiro remains active under FOOD & LIFE COMPANIES, with its identity grounded in casual, standardized, value-oriented conveyor-belt sushi.
- 2024
Malaysia expansion is evaluated
[1]A Malaysian local company is reportedly established to consider expansion, with an initial outlet planned for February 2025.
- 2023
First Indonesian restaurant opens
[1]Sushiro Indonesia begins operations with a restaurant in Jakarta.
- 2021
Thailand and mainland China entries
[1]Sushiro opens its first Bangkok location in March and enters mainland China with a Guangzhou restaurant in September.
- 2019
Expansion into Hong Kong and Singapore
[1]The chain opens its first branches in Hong Kong and Singapore during August.
- 2018
First Taipei restaurant opens
[1]Sushiro opens its first Taipei restaurant on 15 June.
- 2017
Taiwan Sushiro is established
[1]The company establishes Taiwan Sushiro Co., Ltd. ahead of local restaurant expansion.
- 1984
Sushiro is established in Japan
[1]The Sushiro business is founded as a Japanese conveyor-belt sushi operator.
Products and positioning
Accessible, high-volume, casual Japanese dining focused on variety, convenience, and value.
Core restaurant format · 1984
Conveyor-belt sushi
Sushiro’s central offering is a kaiten-zushi dining format in which sushi plates circulate through the restaurant and customers select items at their seats. The format emphasizes speed, visual choice, standardized quality, and approachable pricing. Restaurants may combine belt-served items with direct digital or staff-assisted ordering.
Sushi
Nigiri and seafood sushi
The menu includes conventional nigiri and other seafood sushi using a range of fish, shellfish, roe, and seasonal ingredients. Availability and pricing vary by market and supply conditions. Limited-time seafood promotions are an important part of the brand’s menu and marketing activity.
Sushi
Rolls and non-seafood sushi
Alongside traditional seafood items, Sushiro restaurants offer rolls, cooked toppings, egg-based sushi, meat or vegetable options, and other preparations designed for customers with different tastes. This broader assortment helps the chain serve families and groups rather than only specialist sushi diners.
Ancillary menu
Japanese side dishes and desserts
Sushiro extends the meal beyond sushi with cooked Japanese dishes, snacks, drinks, and desserts. These items increase menu breadth and provide alternatives for children, non-seafood diners, and customers seeking a fuller casual meal.
Controversies
2023
Conveyor-belt hygiene prank video
A video showed a student licking restaurant utensils and touching sushi moving on a conveyor belt. The incident caused widespread concern about hygiene and negatively affected the parent company’s market value.
2022
Criticism over unavailable limited-offer sushi
A Japanese Consumer Affairs Agency report accused Sushiro of promoting limited-time sea urchin and crab sushi despite shortages at most stores.
Guangzhou Cantonese-language controversy
Sushiro faced criticism after supervisors reportedly prohibited employees from using Cantonese in online work groups. The company apologized following public criticism and boycotts.
Marketing campaigns
- 2022Limited-time sea urchin and crab promotion
Japan
Sushiro promoted limited-time sea urchin and crab sushi, but a Japanese Consumer Affairs Agency report said the products were unavailable at many stores.
Outcome. The promotion became the subject of regulatory criticism concerning advertising accuracy and product availability.
- 2021Taiwan salmon-name promotion
Taiwan
Sushiro Taiwan offered free sushi for two days to people whose names included the word “salmon.” The promotion generated extensive attention after numerous people changed their names to qualify.
Outcome. The campaign became a widely reported viral marketing episode known as “salmon chaos.”
Brand decisions
2024
Malaysia market-entry preparationStrategyBackground
Following expansion across East and Southeast Asia, Sushiro evaluated entry into Malaysia.
Action taken
The company reportedly established a Malaysian local entity and planned an initial outlet for February 2025.
Aftermath
The move indicated continued international expansion, although the available reference does not establish the outlet’s subsequent operating status.
2023
Sushiro withdraws hygiene-video lawsuitOtherBackground
The company filed a lawsuit after a widely circulated video showed a student contaminating items and sushi at a Japanese restaurant.
Action taken
Sushiro dropped the lawsuit in August after reaching an agreement described as reasonable and after the student acknowledged responsibility.
Aftermath
The dispute remained part of a broader debate about food safety, customer behavior, and the vulnerability of open conveyor-belt restaurant systems to viral incidents.
Recent events
- 2024
Malaysia expansion entity established[1]
Other
Sushiro reportedly established a local Malaysian company to evaluate expansion, with its first public outlet scheduled for February 2025.
- 2023
Sushiro begins operations in Indonesia[1]
M&A · Other
Sushiro Indonesia opened its first restaurant in Jakarta, extending the brand’s Southeast Asian network.
- 2021
Taiwan salmon-name promotion creates public controversy[1]
Campaign · Other
A two-day Taiwan promotion offering free sushi to people whose names included the word “salmon” led numerous people to change their names and became known in media coverage as “salmon chaos.”
Sources3 sources
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