With trends evolving rapidly, the sushi market in Thailand has taken a captivating turn, highlighted by a recent social media analysis conducted by Data Sets Company using DXT360. Between February 1 and March 15, 2025, the company explored consumer opinions and behaviors related to sushi dining through social listening methods. What they uncovered was a feast of insights reflecting the dynamic landscape of sushi preferences among Thais.
The study crowned Sushiro as the reigning champion of sushi brands in Thailand, boasting an impressive engagement rate of 48%. This statistic underscores not only the immense popularity of the conveyor belt sushi format but also the growing satisfaction among consumers with this dining choice. In contrast, Katsu Midori, a newcomer to the Thai market, quickly made waves, garnering an impressive 18% engagement rate, signifying a robust interest in this segment of the sushi industry.
Local brand Shinkanzen has also made a mark, achieving a 12% engagement rate among customers seeking quality sushi at accessible prices. Meanwhile, premium sushi purveyors such as Kouen and Maguro are also drawing interest, holding sway with 9% and 7% engagement rates, respectively. The overall market reflects an exciting diversity, catering to various tastes and dining preferences.
Freshness is critical in the eyes of social media users, with many emphasizing the importance of high-quality ingredients. Consumers frequently discuss dishes that epitomize quality and freshness, indicating that these are not just buzzwords but fundamental aspects of what defines good sushi. Around 27% of social media mentions belonged to salmon sushi, adored for its sweet, fatty flesh and smooth texture. This has positioned it as not just a taste experience but a nutrition powerhouse, rich in omega-3 fatty acids.
Ebi sushi (shrimp sushi), capturing 20% of the conversation, follows closely behind in popularity due to its delightful texture and balanced flavor profile. Coming in third is crispy chicken sushi, a fusion delight that struck a chord with 15% of mentions. It reimagines the traditional sushi experience by incorporating fried chicken, catering to a broader audience, especially those who might shy away from raw fish.
The report notes that although brands with fewer mentions exist, such as those bagging around 6%, they continue to maintain a loyal customer base, hinting at a thriving market. It’s clear that whether it’s premium sushi or casual options, the demand is ever-evolving.
Furthermore, aspects like value and portion size play crucial roles in consumer preferences. The popularity of all-you-can-eat sushi, or buffets, highlights a growing desire for bang-for-your-buck experiences. Terms such as “endless” and “value-for-money” surfaced frequently during discussions, illustrating that while sushi is often viewed as a premium product, consumers expect reasonable pricing aligned with quality.
Sushiro's success can be attributed to its extensive franchise network, encompassing 32 locations across Thailand, making it accessible and convenient for sushi lovers. The brand emphasizes diversity in its menu, appealing to various preferences with options ranging from classic raw fish to fully cooked items like fried chicken sushi. Users appreciate that they can savor sushi quickly without the wait typically associated with dining.
Meanwhile, Katsu Midori, which has only one location at Central World as of now, distinguished itself by focusing on high-quality ingredients and the authentic sushi dining experience. Their Japanese-inspired approach allows diners to engage with chefs directly—a cherished feature that many sushi aficionados relish. However, the limited number of branches could result in longer wait times, which some customers may need to consider before heading there.
Both Sushiro and Katsu Midori cater to distinct market niches as they emphasize different service styles, ingredient quality, and customer experiences. All the while, they uphold a commitment to flavor and quality that consumers hold in high regard.
The sushi dining landscape remains vibrant and diverse, appealing to a broad spectrum of palates. Among traditionalists seeking authentic experiences and modern diners eager to try something new, sushi has managed to bridge the gap between classic taste and experimental flavors.
As the preferences continue to morph, sushi restaurant chains are innovating their menus and services to meet the evolving needs of their patrons. Establishments are now integrating modern dining technology, such as tablet-based ordering systems and advanced serving mechanisms. These enhancements aim to ensure that diners enjoy streamlined and prompt experiences while still having the flexibility to select dishes of their choice, matching their dining occasion and budget preferences.
In examining the broader trends, the sushi category continues to thrive amidst various transformations in consumer expectations. As brands innovate while also refining their offerings based on insights gleaned from social media discussions and customer feedback, the future seems bright for sushi lovers in Thailand. The message rings clear: sushi is no longer just a culinary delight, it is a popular cultural phenomenon cherished by many.
