Yakiniku Smile

Yakiniku Smile (燒肉Smile / 焼肉スマイル) is a Taiwanese chain of Japanese-style yakiniku restaurants operated under the Jhu Jian Catering Group (築間餐飲集團). It was founded in Taichung in 2020 and is positioned as a personal-style yakiniku brand, offering individual grill setups so that customers can enjoy grilled meat alone or in groups. The brand describes itself as Taiwan's strongest personal yakiniku concept, with one grill per person and a comfortable dining environment. The menu centers on set meals featuring premium meats such as Japanese A5 wagyu, U.S. Prime beef short rib, Iberico pork, beef tongue, pork belly, and assorted platters. The official website lists four main categories — wagyu combination, premium combination, surf-and-turf combination, and premium platter — with 14 selected set meals. The brand emphasizes a farm-to-table approach and quality control from meat selection to sauce preparation, drawing on Japanese craftsmanship. Yakiniku Smile has expanded across northern, central, and southern Taiwan. By 2021 it had eight chain stores in Taiwan. The brand is active in marketing through collaborations with movies, games, and other consumer brands, including tie-ins with Arknights, Brown Dust 2, Honda, and Batiste, as well as monthly promotions such as the 10th-of-the-month "Smile Yakiniku Day" with add-on meat offers starting at NT$29. As part of the Jhu Jian Catering Group, Yakiniku Smile benefits from the group's multi-brand restaurant platform. The brand's mascot, "Smile Dragon" (史邁龍), appears in its brand video. The official website provides store locations by region and ongoing news updates.

Yakiniku Smile was established in Taichung, Taiwan, in 2020 as a chain of Japanese-style yakiniku restaurants under the Jhu Jian Catering Group. The brand was created to bring a personal-style yakiniku experience to Taiwan, allowing customers to enjoy grilled meat individually rather than only in groups. According to the official website, the concept took three years of preparation and research, importing unique yakiniku cultural features from Japan to Taiwan, with strict control from meat selection to sauce preparation and attention to culinary craftsmanship. The brand's core proposition is the one-person, one-grill setup, combined with a comfortable dining space. It markets itself as Taiwan's strongest personal yakiniku brand, emphasizing that customers no longer need a companion to enjoy yakiniku. The menu features set meals with premium meats, including Japanese A5 wagyu, U.S. Prime beef short rib, Iberico pork, beef tongue, pork belly, and assorted platters. The official website lists four main categories — wagyu combination, premium combination, surf-and-turf combination, and premium platter — with 14 selected set meals. By 2021, Yakiniku Smile had eight chain stores in Taiwan. The brand continued to expand across northern, central, and southern Taiwan, as reflected in the store locator on its official website. It also engaged in frequent marketing collaborations with movies, games, and consumer brands. Notable tie-ins include Arknights (2025), Brown Dust 2 (2025), Honda (2026), Batiste (2025), and the film Look Back (2026). The brand also runs a recurring promotion called "Smile Yakiniku Day" on the 10th of each month, offering add-on meat from NT$29. The brand is part of the Jhu Jian Catering Group, a Taiwanese multi-brand restaurant operator. Its mascot, "Smile Dragon" (史邁龍), is featured in the brand's image video. The official website provides news updates, store locations by region, and menu information.

• 2021

  Reached eight chain stores in Taiwan.

• 2020

  Founded in Taichung, Taiwan, as a personal-style Japanese yakiniku brand under the Jhu Jian Catering Group.

• KURT WU x Yakiniku Smile summer collaboration.

• Launched "Smile Yakiniku Day" monthly promotion on the 10th.

• Arknights x Yakiniku Smile collaboration with themed store and exclusive merchandise.

• Brown Dust 2 x Yakiniku Smile collaboration.

• Yakiniku Smile x Batiste dry shampoo supply collaboration.

• Chinese New Year promotion with limited edition card giveaway.

• Yakiniku Smile X Honda collaboration "Smile on the road!".

• Collaboration with the film Look Back, offering movie discount coupons.

• 碧吃不可･藍燒之魂 collaboration with 4 new set meals and collectible cards.

Personal-style Japanese yakiniku chain offering individual grills and premium set meals, positioned as Taiwan's strongest personal yakiniku brand.

• Wagyu combination (和牛盛合)

  Set meal featuring Japanese A5 wagyu.

• Premium combination (特選盛合)

  Set meal with selected premium meats.

• Surf-and-turf combination (海陸盛合)

  Set meal combining seafood and meat.

• Premium platter (特選拼盤)

  Assorted meat platter.

• Japanese A5 wagyu

  Japanese-origin wagyu with tender texture and delicate sweetness.

• U.S. Prime beef short rib

  Premium U.S. beef short rib.

• Iberico pork

  Iberico pork selection.

• Beef tongue

  Snowflake beef tongue.

• Pork belly

  Pork belly slices.

1. 1焼肉スマイル（燒肉Smile）官方網站jhujian.com.tw
2. 2Yakiniku Smile - Wikidatawikidata.org
3. 3燒肉Smile - 維基百科zh.wikipedia.org