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In 2025, Japanese restaurants in Thailand experienced their first decline in nearly two decades. A survey by the Japan External Trade Organisation (JETRO) Bangkok revealed a 2.2% drop, equating to about 135 fewer outlets, marking a significant shift from years of steady growth. The decline spans all regions, including Bangkok, the metropolitan area, and provincial markets.

Initially catering to Japanese residents in Sukhumvit, these eateries have grown to include sushi, ramen, and more, becoming a staple across Thailand. Since 2007, numbers have expanded reliably, but by 2025, saturation was evident. The market's maturity suggests limited new growth opportunities, given that Japanese restaurants have reached every province since 2020.

The downturn primarily affects non-specialist outlets, as evident across various segments. While general Japanese restaurants, sushi spots, and ramen shops remain popular, only ramen shops and cafés continue to grow, fueled by trends in matcha and Japanese desserts. In contrast, luxury segments like yakiniku are contracting due to cautious consumer spending.

Market polarization is apparent, with large brands maintaining stability through efficient management and cost control. Smaller operators face challenges due to competing pressures like rising costs and vast customer choices. The pricing range for most Japanese restaurants remains between THB101-500 per head, with a focus on affordability indicating consumer preference for value.

Looking forward, the industry may continue to consolidate as larger brands strengthen their positions, while smaller establishments may struggle to survive. The sustainability of growth will likely depend on innovative strategies and adapting to changing consumer preferences, reported The Nation.

Key Takeaways

• Japanese restaurant growth in Thailand ends 18-year streak with a 2.2% decline in 2025.

• Large chains remain resilient, while smaller brands struggle amid rising costs and competition.

• Ramen shops and Japanese cafés thrive, driven by café culture and social media trends.

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Adapted by ASEAN Now from The Nation 2026-01-20

 

 

Thailand is losing tourist % to other places because there are decent options on many fronts, and the strong Thai baht is putting many off too... not value for money like it used to be. Also general safety and being swamped by Russians, Indians, and Chinese in popular places is a turn-off for many. As for the locals, they are swamped in debt and don't want to spend... you reap what you so.

Thailand is on the decline.

A post with a derogatory slur comment toward Japanese people has been removed.

I love Japanese curry.

12 minutes ago, saintdomingo said:

I love Japanese curry.

I love a good old Vindaloo.

So do most people, but too much for me. The Japanese one is much easier on the throat, more like a Liverpool chip shop curry- if they still exist.

Often overpriced or sometimes not sure how fresh these sushi restaurants are in Thailand.

honestly, there is way too many Japanese restaurants as it it! sometimes I think there are more Japanese food available than Thai eateries in LOS.

On 1/20/2026 at 9:53 PM, still kicking said:

I love a good old Vindaloo.

Chicken phal is my go to... homemade and tweaked to my taste.

On 1/20/2026 at 4:05 PM, BayArea said:

honestly, there is way too many Japanese restaurants as it it! sometimes I think there are more Japanese food available than Thai eateries in LOS.

Yes, especially in the big shopping malls. Japanese and Korean.

Fuji has a set meal special that the wife and I enjoy perhaps once a month. Small portions but well presented and tasty. Add some sushi or sashimi and you have a great meal for two for under 1000B. We will continue to go.

On 1/20/2026 at 4:17 PM, Sigmund said:

Often overpriced or sometimes not sure how fresh these sushi restaurants are in Thailand.

I’ve been twice in Pattaya over 2 years. And each time have been ill afterwards. Not exactly food poisoning, but not good. I won’t go again. I eat Japanese often in France and have never had a problem. I often think that after cutting up the ingredients small, they are not refrigerated as in the west. Just laid out ready to use.

Indians don't go to Japanese restaurants.

On 1/20/2026 at 5:17 PM, blaze master said:

Thailand is on the decline.

That's the miserable conclusion you drew from an article about the popularity of Japanese restaurants declining by 2%??

Didn't fancy throwing in a "nail in the tourism coffin" cliche for good measure?

Thais have so many more choices these days, the younger generation especially are interested in exploring different foods. More other types of cuisine are on the rise. Thailand is therefore booming, right?

Seriously, a 2% drop in Japanese restaurants and you are doom and gloom that Thailand is declining. How ridiculous.

10 minutes ago, josephbloggs said:

That's the miserable conclusion you drew from an article about the popularity of Japanese restaurants declining by 2%??

Didn't fancy throwing in a "nail in the tourism coffin" cliche for good measure?

Thais have so many more choices these days, the younger generation especially are interested in exploring different foods. More other types of cuisine are on the rise. Thailand is therefore booming, right?

Seriously, a 2% drop in Japanese restaurants and you are doom and gloom that Thailand is declining. How ridiculous.

You dont like my comment i take it. Remind me how much tourism dropped in 1 year ? Ya over 7 percent.

Thats a huge concern but you keep on white knighting ok.

So when are the Indian restaurants going to start closing down?

I think there are about 80% to many Indian restaurants.

2 hours ago, blaze master said:

You dont like my comment i take it. Remind me how much tourism dropped in 1 year ? Ya over 7 percent.

Thats a huge concern but you keep on white knighting ok.

This is about Japanese restaurants, not tourism.

Locals like Japanese food.

16 minutes ago, FritsSikkink said:

This is about Japanese restaurants, not tourism.

Locals like Japanese food.

Its all connected.

So here's a question .....

why ? go to an overpriced "so-so" restaurant that serves "Norwegian" farmed salmon ,

Japanese restaurants in Thailand primarily serve farmed Atlantic salmon imported from Norway,

The primary problems with farmed Norwegian salmon stem from intensive open-net pen aquaculture, which causes significant environmental and ecological harm. Key issues include massive sea lice infestations affecting wild salmon, genetic pollution from escapes, chemical pollution from treatments, and high fish mortality rates. 

is usually overpriced, low caliber service and.. you have to ask for wasabi.....

When you can go to any street / night market or shopping mall floor kiosk and get the same thing and its left out on display to

absorb all the nice fresh germs and pollution, not to mention all the people handling it for less money