Is Japanese Food in Bangkok Just a Hustle to Squeeze More Money Out of People?

[RSD1]

In my neighborhood, there are at least 10 Japanese restaurants within walking distance, but not a single Thai restaurant.

 

That wasn’t the case around 15 years ago when I moved into the area where I stay. Back then, there were plenty of great Thai restaurants. But as rents went up, it became impossible to sell a 40 to 60 baht bowl of noodles and still cover costs. That’s when the local Thai restaurants started disappearing and everything started shifting toward Japanese food.

 

Why? The basic ingredients are almost the same as Thai food; rice, noodles, a little meat, a little fish, and some vegetables. So ingredients cost is nearly the same for a locally owned restaurant. But add some Japanese décor, a name written in kanji, and suddenly that same bowl of noodles can be sold for four or five times the price. It’s a smart business move, and with landlords charging higher rents in prime areas, restaurants have had no choice but to start to sell food at much higher prices to survive.

 

And it’s not just my area, it’s happening all over Bangkok. Japanese restaurants now outnumber Thai restaurants in many parts of the city center. Sure, you can still find plenty of Thai food in mall food courts and Chinatown street stalls, but in prime locations, most restaurants are now Japanese.

 

It’s a shame it turned out this way. I’ll admit, ramen is fantastic, gyoza is great, and Japanese curry is tasty, but overall, I’d take Thai food any day, especially at a fraction of the price.

 

Fifteen or twenty years ago, small family-run Thai restaurants could survive because rents were lower, and there wasn’t as much pressure to “elevate” casual dining. But now, with commercial retail and real estate so expensive, many of them have been pushed out.

 

The reality is that Bangkok people just won’t pay higher prices for Thai food, especially for typical rice and noodle dishes. No matter how good the quality is, it’s still seen as common, so there’s a limit to what people are willing to pay. Unlike Japanese food, which locals often view as more premium, partly due to their general infatuation with anything from Japan, Thai food doesn’t carry that same perception, making it harder to justify higher prices. Restaurant owners have had to adapt by switching to a cuisine they can charge more for; otherwise, they wouldn’t survive.

 

With that in mind, it seems unlikely that Thai restaurants will make a comeback in higher-rent areas and prime locations, even if they wanted to.

 

Do you think that could ever change, or is this just the new Bangkok reality?

[fondue zoo]

[Tropicalevo]

There are a lot of Japanese living in certain areas in Bangkok and I understand that the restaurants cater mainly to them.

I have some friends who worked and lived in Japan for many years.

They always go to some of the Japanese restaurants in those areas as the food is authentic, unlike the mostly 'fake' Japanese food found in areas outside of Bangkok.

[RSD1]

14 minutes ago, Tropicalevo said:

There are a lot of Japanese living in certain areas in Bangkok and I understand that the restaurants cater mainly to them.

I have some friends who worked and lived in Japan for many years.

They always go to some of the Japanese restaurants in those areas as the food is authentic, unlike the mostly 'fake' Japanese food found in areas outside of Bangkok.

 

Yes, you could say that’s the case between Sukhumvit Soi 39 through to Thonglor, Sukhumvit Soi 55, or even to Ekamai, Sukhumvit Soi 63, the areas with the highest concentration of Japanese expats living in Bangkok. But this Japanese food phenomenon extends far beyond those neighborhoods. It’s everywhere. Malls, Silom, Siam, it’s Japanese food non stop.

 

As for what some call “fake,” it’s really just locals adapting Japanese food to match Thai tastes. In many of these areas, it’s mostly Thais eating at Japanese restaurants, not Japanese expats. So naturally, the flavors evolve. You get a lot of garlic in the food, which you rarely find in Japan. Ramen broth tends to have more chili and spice. Sure, it’s not exactly authentic, but it sells, and locals enjoy it.

 

Pizza in Thailand is no different. People pour lots of sweet ketchup on top of it, stuff fake crab meat that gets cooked into the crust, things you’d never see in the US or Europe. It’s not authentic, but it caters to local tastes. If restaurants didn’t adapt to local palettes, locals might try it once but wouldn’t come back.

[Harrisfan]

Japanese flavours are different. Bangkok has cheap food and lots of it. You must live in the wrong area.

[Harrisfan]

1 hour ago, RSD1 said:

But as rents went up, it became impossible to sell a 40 to 60 baht bowl of noodles and still cover costs.

You must be so clueless. I pay 60 to 70 baht to eat my favourite dishes and it is better than noodles. 

[Njoku]

Market forces and market dictates, I assume you are talking around the more affluent and heavy Japanese area of Thonglor and surrounding, there was a Japanese food crazy 10 or more years ago which just was fusion, needed to be so Thais could eat something Japanese that was mostly Thai tasting, we have moved on now to Korean.

 

No the cheap eats wont be back it's covered well enough in the rest of the city, plenty of Thais will go out a couple of times a month and spend a lot more than 60b on a plate, why do people think there any different to you and me?

[Harrisfan]

I pay 25 baht in Bangkok for cafe boran. Chicken n rice 40 baht. My fav dishes are 60 to 70 baht and 600m away.

 

If only the OP had a clue.

[Harrisfan]

Within 600m i can eat

Cheap thai food

Japanese food

Thai curries

Pizzas

Burgers

Nice coffee

 

 

 

 

 

 

[Captain Flack]

I have removed a number of off topic, trolling and bickering posts.

 

Discuss the topic, not the same old boring personal attacks.

[Harrisfan]

4 minutes ago, RSD1 said:

Baseless. Projecting. 

Only 5,000 cheap Thai restaurants there champ. Ask one of your Thai friends.

[Harrisfan]

Just now, RSD1 said:

Too far away and too expensive. Way out of your budget susanlea/maesariang. 

I can walk 600m can you not? Ask one of your many Thai friends where the restaurants are. Chok dee.

[Harrisfan]

Here's a hint:

 

Hoover google maps over Bangkok

Type in "noodles" or "restaurant" or "curry" then read the results.

 

Good luck.

[Captain Flack]

I temporarily locked the topic to do a cleanup.

 

It is now reopened, so lets now discuss the topic, before I have to start giving out timeouts.

 

Reminders.

 

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[blaze master]

Bangkok is a hustle. 

[hotandsticky]

1 minute ago, blaze master said:

Bangkok is a hustle. 

 

 

 

....and bustle.

 

 

Loads of things to do.

 

 

Just what you need from a large capital city.

[FritsSikkink]

2 hours ago, RSD1 said:

Why? The basic ingredients are almost the same as Thai food; rice, noodles, a little meat, a little fish, and some vegetables. So ingredients cost is nearly the same for a locally owned restaurant. 

 

 

The reality is that Bangkok people just won’t pay higher prices for Thai food, especially for typical rice and noodle dishes. No matter how good the quality is,

 

Ingredients are not the same, higher quality.

 

People pay more for Thai food, approx. 1000 thb for an omelet at a Michelin star restaurant.

 

Still loads of Thai restaurants outside of the tourist areas.

[blaze master]

7 minutes ago, hotandsticky said:

 

 

 

....and bustle.

 

 

Loads of things to do.

 

 

Just what you need from a large capital city.

 

I have a healthy love hate relationship with bkk. 

[Harrisfan]

I visit Bangkok every 3 months. Plenty of cheap food. Google maps gives you photos and prices.

 

Cheap hotels there too.

 

 

 

[Harrisfan]

6 minutes ago, blaze master said:

 

I have a healthy love hate relationship with bkk. 

Me too 3 or 4 nights is enough.

[richard_smith237]

Is Japanese Food in Bangkok Just a Hustle to Squeeze More Money Out of People?

 

No, of course it isn't...    Just like any other cuisine, there is an extensive range in quality and prices to suit all 'types' of customers from those seeking budget options to those wanting the highest quality. 

 

Bangkok is an incredibly 'foody' destination and a full range of cuisines, tastes, quality (and thus price) is available will all gaps in the market filled....  

 

 

[hotandsticky]

49 minutes ago, blaze master said:

 

I have a healthy love hate relationship with bkk. 

 

 

I agree that Bangkok is a bit of a Marmite thing.....................it took me several years to like Bangkok - and that came once I learned more about the variety that Bangkok offers.

[HappyExpat57]

If you think about it, EVERY business is a hustle to squeeze whatever they can. If there is a market for left-handed can openers in a certain area, then many such shops will open there.

 

Whatever the market will bare [sic] - it IS Thailand after all. 😉

[fondue zoo]

3 hours ago, blaze master said:

Bangkok is a hustle. 

 

Life is a hustle.

 

 

Now to find some good Okonomiyaki.

 

[Tom100]

Yes. I think the shift is partly to charge prices that are disproportionately higher than the relative input cost difference. Makes sense given real estate overhead. Same in Canada where more expensive Sushi places displace cheaper Chinese places (although still run by Chinese/Koreans). 

 

Grok.com AI provided this response....

Increase Over the Last 20 Years

The growth of Japanese restaurants in Bangkok over the past two decades has been remarkable, driven by Thailand’s increasing appetite for Japanese cuisine, a growing Japanese expat community, and tourism. Here’s a breakdown based on available data:

 

• 2000s (Early Growth): Jetro and other sources indicate that the popularity of Japanese cuisine in Thailand began to surge around 2000. While exact numbers for Bangkok in 2000 are scarce, the nationwide total was likely in the low hundreds, with Bangkok as the epicenter. A 2017 Jetro report mentions that Japanese restaurants in Thailand had been growing continuously since 2000, suggesting a baseline of perhaps 200–300 nationwide by 2005, with Bangkok likely having 100–150.
  
• 2010s (Rapid Expansion): By 2017, Jetro reported 118,000 Japanese restaurants worldwide, with Thailand emerging as a key market in ASEAN. In 2018, Thailand had over 3,000 Japanese restaurants, with Bangkok hosting 1,718 in 2018, rising to 1,993 in 2019 (a 16% increase in one year). This reflects a decade of explosive growth, fueled by Thai consumer demand, health-conscious trends, and the influx of Japanese chains like Fuji, Zen, and Yoshinoya.
  
• 2020s (Pandemic and Recovery): The COVID-19 pandemic slowed growth in 2020, with a net decrease of 726 new openings nationwide compared to 2019’s peak. However, provincial areas saw a 21% increase, while Bangkok’s growth was modest at 5.6%. By 2022, the nationwide total hit 5,325, indicating a robust recovery. Bangkok’s share likely grew from 1,993 in 2019 to around 2,600–2,900 by 2022, with a projected rise to 3,000–3,200 by 2025.

Estimated Growth Trajectory

• 2005 Estimate: ~100–150 in Bangkok (extrapolated from early trends).
  
• 2015 Estimate: ~1,000–1,200 (based on pre-2018 growth patterns).
  
• 2019: 1,993 (Jetro data).
  
• 2022: ~2,600–2,900 (estimated from nationwide 5,325 and Bangkok’s historical share).
  
• 2025 (Current Estimate): ~3,000–3,200 (assuming continued moderate growth).

Over 20 years (2005–2025), this represents an increase of approximately 2,850–3,100 restaurants, or a 20–30-fold rise, aligning with Jetro’s observation of continuous annual growth since 2000 and Thailand’s status as ASEAN’s largest Japanese food market.

Factors Driving Growth

• Cultural Influence: The Japanese expat population in Thailand (over 50,000 in Bangkok alone) and Thai fascination with Japanese culture (e.g., anime, tourism to Japan) have boosted demand.
  
• Economic Factors: New retail complexes, franchises, and Thai entrepreneurs entering the market have accelerated expansion.
  
• Health Trends: Japanese cuisine’s reputation as healthy has resonated with Thai consumers.

In summary, Bangkok likely has around 3,000–3,200 Japanese restaurants as of February 2025, up from an estimated 100–150 in 2005, marking a dramatic increase over the past 20 years fueled by cultural and economic dynamics. For a precise current count, real-time surveys or updated Jetro data would be needed, but this estimate reflects the trajectory based on available evidence.

[Prubangboy]

I live on soi 33. Right across from my building, is Trat, the best Thai seafood restaurant I have ever eaten in. A few doors down, is a no name really excellent Thai restaurant with the typical 40 page menu of every regional specialty.. Both places are always full.
 

In between them, is an izakaya and a bento box place. Neither of these places ever fills up. I dispute that Japanese restaurants are putting Thai restaurants out of business

 

All of these restaurants are within two dollars of each other for a meal. I almost never see a Thai person eating in a Japanese restaurant. My building is about 70% Chinese and Japanese tenants. They eat a lot of Thai food, particularly from the carts on the street.

 

Around the corner on Soi 33/1, is a twisty street full of Japanese restaurants and English pubs. They too are priced roughly the same. 500–700 ฿ is what people want to spend for dinner in this part of Bangkok.

 

coming from New York, the ability to eat these kinds of cuisines next to each other for a $20 bill astounds me.

 

May as well give a Japanese Recco: at the end 33/1 is a grilled unagi (rich eel) place. It’s astounding to be filled up to the brim with this classic and very hard to find made freshly dish for $20.

 

 

 

 

 

 

 

[save the frogs]

Sushi is over-priced everywhere in the world.

 

Cook more at home and out less. Back home, even fast food for 2 will set you back 50 dollars these days. 

 

[Prubangboy]

I eat sushi twice a week. It cost about the same as a small steak in a pub. A bottle of sake is a bargain compared to a similar quality bottle of wine.

 

I will admit that the difference between a small restaurant proprietor down an alley and a top-of-the-line sushi bar in a four star hotel is not much in terms of the quality of the fish.

 

But that’s like complaining that drinks cost more at a rooftop bar

[josephbloggs]

1 hour ago, Tom100 said:

Yes. I think the shift is partly to charge prices that are disproportionately higher than the relative input cost difference. Makes sense given real estate overhead. Same in Canada where more expensive Sushi places displace cheaper Chinese places (although still run by Chinese/Koreans). 

 

Grok.com AI provided this response....

Increase Over the Last 20 Years

The growth of Japanese restaurants in Bangkok over the past two decades has been remarkable, driven by Thailand’s increasing appetite for Japanese cuisine, a growing Japanese expat community, and tourism. Here’s a breakdown based on available data:

 

• 2000s (Early Growth): Jetro and other sources indicate that the popularity of Japanese cuisine in Thailand began to surge around 2000. While exact numbers for Bangkok in 2000 are scarce, the nationwide total was likely in the low hundreds, with Bangkok as the epicenter. A 2017 Jetro report mentions that Japanese restaurants in Thailand had been growing continuously since 2000, suggesting a baseline of perhaps 200–300 nationwide by 2005, with Bangkok likely having 100–150.
• 2010s (Rapid Expansion): By 2017, Jetro reported 118,000 Japanese restaurants worldwide, with Thailand emerging as a key market in ASEAN. In 2018, Thailand had over 3,000 Japanese restaurants, with Bangkok hosting 1,718 in 2018, rising to 1,993 in 2019 (a 16% increase in one year). This reflects a decade of explosive growth, fueled by Thai consumer demand, health-conscious trends, and the influx of Japanese chains like Fuji, Zen, and Yoshinoya.
• 2020s (Pandemic and Recovery): The COVID-19 pandemic slowed growth in 2020, with a net decrease of 726 new openings nationwide compared to 2019’s peak. However, provincial areas saw a 21% increase, while Bangkok’s growth was modest at 5.6%. By 2022, the nationwide total hit 5,325, indicating a robust recovery. Bangkok’s share likely grew from 1,993 in 2019 to around 2,600–2,900 by 2022, with a projected rise to 3,000–3,200 by 2025.

Estimated Growth Trajectory

• 2005 Estimate: ~100–150 in Bangkok (extrapolated from early trends).
• 2015 Estimate: ~1,000–1,200 (based on pre-2018 growth patterns).
• 2019: 1,993 (Jetro data).
• 2022: ~2,600–2,900 (estimated from nationwide 5,325 and Bangkok’s historical share).
• 2025 (Current Estimate): ~3,000–3,200 (assuming continued moderate growth).

Over 20 years (2005–2025), this represents an increase of approximately 2,850–3,100 restaurants, or a 20–30-fold rise, aligning with Jetro’s observation of continuous annual growth since 2000 and Thailand’s status as ASEAN’s largest Japanese food market.

Factors Driving Growth

• Cultural Influence: The Japanese expat population in Thailand (over 50,000 in Bangkok alone) and Thai fascination with Japanese culture (e.g., anime, tourism to Japan) have boosted demand.
• Economic Factors: New retail complexes, franchises, and Thai entrepreneurs entering the market have accelerated expansion.
• Health Trends: Japanese cuisine’s reputation as healthy has resonated with Thai consumers.

In summary, Bangkok likely has around 3,000–3,200 Japanese restaurants as of February 2025, up from an estimated 100–150 in 2005, marking a dramatic increase over the past 20 years fueled by cultural and economic dynamics. For a precise current count, real-time surveys or updated Jetro data would be needed, but this estimate reflects the trajectory based on available evidence.

 

I really wish people wouldn't post AI summaries. They are long winded and useless and we can all ask Gemini/Grok/Perplexity. Also no vouching for the accuracy of anything they come up with.

[Prubangboy]

It takes more skill to make tempura at the level where people will think about coming back a second time then it does to make yellow curry out of a plastic bag mix.
 

It’s no different than Italian food or Mexican food in Bangkok. It’s not rocket science to make it, but there are a limited number of people who can make it to an international standard.