Core Viewpoint - The Japanese ramen chain "Machida Shoten" plans to significantly expand its presence in the Chinese market, aiming to open 30-50 new stores by 2028, focusing on direct-operated outlets [2][3]. Group 1: Company Expansion Plans - Gift Holdings, the parent company of Machida Shoten, announced plans to increase its overseas store count to 100 by 2028, tripling its current number of stores [2]. - Machida Shoten has already opened five stores in Hong Kong and is expanding into mainland China, with its first store in Shanghai opening in September 2024 [6][9]. - The company aims to promote Yokohama-style ramen culture in East Asia, starting from its Hong Kong locations [6]. Group 2: Product and Pricing Strategy - Machida Shoten specializes in "Ie-kei ramen," characterized by a rich pork bone soy sauce broth and thick noodles, and offers over 20 different menu items, including localized options [8][9]. - The pricing strategy in China is competitive, with ramen priced at approximately 36 yuan, which is lower than the equivalent price in Japan [9][13]. - The average customer spending in Machida Shoten's mainland stores is around 40 yuan, which is significantly lower than other established ramen brands [13]. Group 3: Market Trends and Competitors - The Japanese ramen market in China is seeing an influx of new brands and expansion from existing ones, with several brands adopting a more cost-effective pricing strategy to attract consumers [11][14]. - Established brands like Ajisen Ramen are also expanding, with Ajisen reporting a recovery in store numbers and improved financial performance [15][17]. - The overall market for Japanese cuisine in China is expected to grow, with projections indicating a market size of 700 billion yuan by 2025 [14].

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].