Japanese yakitori chain Torikizoku is rapidly making its mark internationally, with the recent opening of Torikizoku Shanghai No. 1 store, which welcomed eager customers since its launch on February 27, 2025. The buzz surrounding the opening was palpable, with long lines forming before the doors even opened, showcasing the high expectations from Chinese consumers.
Founded in Higashi Osaka City, Japan, the first Torikizoku restaurant opened its doors back in 1985. Since then, the chain has flourished, boasting over 650 locations across Japan. Known for its unique pricing strategy, all food and beverage items are offered at the same price, which has endeared it to many diners.
The restaurant's expansion kicked off officially last year, with plans targeting regions such as South Korea, Hong Kong, Taiwan, and even Los Angeles. This strategy is part of Torikizoku's ambitious goals to broaden its reach within the global market.
Leading the charge, Eternal Hospitality Group’s president, Tadashi Okura, attended the opening of the Shanghai location, marking the company’s first foray of its Italian-inspired yakitori cuisine to the mainland Chinese market. Okura articulated the rationale behind the expansion, stating, “Currently, China is facing economic difficulties described as deflation, and Torikizoku has been among the winners of deflationary trends in Japan. We believe our entry can contribute positively.”
Notably, all menu items at the Shanghai No. 1 store are priced at –18 yuan (about 371 yen)– reflecting the pricing structure found within Japan, making it accessible to the local market. The signature dish, the 'Kizoku-yaki,' is reported to be 1.5 times larger than its Japanese counterpart, thereby offering customers additional value. The new store also features unique China-specific dishes, blending local culinary preferences with Torikizoku’s famed offerings.
The excitement on opening day was evident as customers flooded the restaurant, enjoying freshly grilled yakitori, which quickly led to the establishment reaching full capacity. Patrons expressed their satisfaction, with comments such as, “It’s incredibly delicious. It feels very Japanese,” and “The chicken is fresh and tender. It’s suitable for anyone, even those who have difficulty chewing. I’d recommend it to my parents.”
Among the crowds were also fans of Okura's son, Tadashi Okura, who is part of the popular music group SUPER EIGHT, celebrating the recent announcement of his marriage, adding to the festive atmosphere of the opening day.
Looking toward the future, President Okura articulated his ambition clearly: “China's population is ten times larger than Japan's, presenting enormous potential. I aim to surpass the number of outlets we have here.” The enthusiasm from both the staff and customers indicates strong support from the local community, positioning Torikizoku for meaningful growth.
The arrival of this Osaka-born yakitori restaurant could signify the beginning of its global culinary revolution, effectively bringing the authentic tastes of Japan closer to international audiences and opening new avenues for culinary appreciation.
With cultural exchanges on the rise, Torikizoku's success could be pivotal not only to the restaurant itself but also to forging stronger culinary connections between Japan and the world, potentially heralding more restaurant openings across the globe.
Now, as the world watches with bated breath, will Torikizoku truly become synonymous with global yakitori culture? Only time will tell, but if the opening day excitement serves as any indicator, the brand is well on its way to becoming a household name worldwide.