Key points

Hama Sushi opened its first store in Shanghai, China, in 2014 and has rapidly expanded to 238 stores as of September 2026. Meanwhile, ASICS announced a Southeast Asia strategy in April 2026, aiming for early sales of 100 million US dollars in each country. Additionally, in the Chinese market, ASICS has significantly increased profits through membership systems and marathon sponsorships. These trends illustrate characteristics of Japanese companies' growth in China and Asian markets. [1] [2] [4] [5]

Hama Sushi's Rapid Expansion in the Chinese Market

Hama Sushi opened its first store in Shanghai in 2014 and expanded to 238 stores as of September 9, 2026. Over approximately two years starting in 2025, the number of stores increased about fourfold. The company has actively expanded not only in major cities such as Beijing and Shanghai but also into core cities in inland and northeastern regions. [1] [4]

According to Zensho Holdings' medium-term management plan, the company plans to open more than 3,000 new stores overseas by the fiscal year ending March 2028, with Hama Sushi playing a central role. As of the end of March 2026, overseas stores accounted for about 23% of all Hama Sushi locations, with notable growth in China. [1] [4]

Hama Sushi's Local Adaptation and Supply System

Hama Sushi has developed menus tailored to Chinese consumer preferences, offering China-exclusive items such as seared brûlée and foie gras sushi. Pricing is set according to local market levels, enabling stores to provide high cost performance. [1] [4]

Zensho Holdings operates a vertically integrated model covering everything from raw material procurement to manufacturing, logistics, and store sales. This supply network is utilized in Hama Sushi's Chinese operations, allowing stable supply of fresh ingredients and efficient store management. [4]

ASICS' Southeast Asia Strategy and Rapid Profit Growth in China

At its Investment Day in April 2026, ASICS announced a Southeast Asia strategy to strengthen business in Singapore, Thailand, Malaysia, Vietnam, the Philippines, and Indonesia. The company aims for early sales of 100 million US dollars in each country, focusing on increasing brand recognition and enhancing brand value. [2]

In the second quarter financial results for the fiscal year ending December 2026, ASICS recorded record-high sales, operating profit, and quarterly profit, with increased sales in Greater China including China. In particular, the Chinese market achieved a 28.2% year-on-year increase in sales and a 62.9% increase in profit. [3] [5]

The key to success in China is the establishment of a membership system with 5 million members, whose high repeat purchase rate contributes to profit growth. Furthermore, ASICS is advancing comprehensive community building to enhance brand value through marathon sponsorships and training programs led by professional coaches. [5]