Japanese fast-food chain Matsuya enters HK market

Ayra Wang

Fans of Japanese restaurant chain Matsuya will get to savor its famous beef rice when its first Hong Kong branch opens in Jordan this weekend.

The fast-food chain, founded in 1966 in Tokyo, serves relatively low-priced beef rice and other Japanese meal sets.

It opened 1,256 stores across Japan and 18 branches abroad before entering the Hong Kong market.

Located at Chung's London Plaza, the new 3,000-square-foot Hong Kong branch seats 45 and will soft-launch from 9am to 8pm tomorrow before its official Sunday opening.

A mid-size bowl of its signature beef rice is priced at HK$35.

Jun Hamano, managing director of Matsuya Foods Hong Kong, said a second location is scheduled to open within the year.

"Hong Kong people like eating out and Japanese dining is very popular here," Hamano said. "We hope to provide high-quality food and service, ensuring satisfaction for the people of Hong Kong with Matsuya's products."

Invest Hong Kong believe Matsuya's arrival "demonstrates confidence in the city's food and beverage industry."

Jimmy Chiang Hok-lai, associate director-general of investment promotion for InvestHK, said: "Hong Kong is a leading culinary hub of Asia and Matsuya's entry shows the company's support for and confidence in the local retail food industry."

The chain is the latest Japanese beef rice giant to set up shop the in city, following Yoshinoya in 1991 and Sukiya in 2019. Yoshinoya has about 50 branches here while Sukiya opened its 10th last year.

Hong Kong Federation of Restaurants and Related Trades president Simon Wong Ka-wo said the catering market is undergoing "structural change" amid shifting consumption habits.

"Tourists prefer restaurants with reasonable prices and local characteristics while citizens pay more attention to cost-effectiveness when dining out now," Wong told The Standard.

He said it's a good time for overseas food chains to enter the Hong Kong market as rents are falling, while local restaurants should adapt their operational models to the market by introducing technology.

ayra.wang@singtaonewscorp.com