Core Viewpoint - A number of Japanese ramen brands are intensifying their efforts in the Chinese market, with a focus on affordability and local adaptation to attract consumers [4][12][23]. Expansion Plans - Gift Holdings, the parent company of the ramen chain "Machida Shoten," plans to increase its overseas store count to 100 by 2028, with a significant focus on the Chinese market, aiming to open 30-50 new stores [4][12]. - "Machida Shoten" has already opened five stores in Hong Kong and Shanghai, with plans for further expansion in mainland China [7][9]. Market Strategy - The pricing strategy for "Machida Shoten" in China is set to be approximately 10% lower than in Japan, with signature ramen priced at 36 RMB, compared to 880 JPY (approximately 41 RMB) in Japan [10][15]. - Other new entrants like "Sunya Ramen" and "Kuwana Tosa" are also adopting competitive pricing strategies, with their ramen priced in the 30 RMB range, contrasting with older brands that charge over 50 RMB [12][14]. Consumer Trends - The Japanese cuisine market in China is expected to rebound, with projections indicating a market size of 70 billion RMB by 2025 [15]. - The proportion of affordable Japanese dining options is increasing, with 34.4% of Japanese restaurants expected to have average spending below 50 RMB in 2024 [15]. Competitive Landscape - Established brands like "Ajisen Ramen" are also ramping up their expansion efforts after a period of contraction, with 33 new stores opened recently, bringing their total to over 600 [16]. - "Yoshinoya" aims to become the largest ramen chain globally by 2035, planning to increase ramen sales significantly and expand its store count to 500 [18][21]. Challenges and Outlook - Despite the influx of new brands, some have struggled to meet their expansion targets, such as "Sunya Ramen," which has only opened five stores against a goal of 200 [22]. - The overall revitalization of the Japanese ramen sector in China is evident, but the actual outcomes will require time to assess [23].
降价入华，又一日本餐饮巨头盯上中国市场