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MK Group launches TORA RAMEN as Thai Japanese food market shifts

MK Group launches TORA RAMEN as Thai Japanese food market shifts

Thairath•Economy•1h ago

Reader Briefing

MK Restaurant Group has launched the TORA RAMEN brand to target the growing ramen segment amidst a general decline in the Thai Japanese restaurant market.

  • •The number of Japanese restaurants in Thailand decreased for the first time in 18 years in 2025.
  • •The ramen market remains a growth segment with a value exceeding 8,000 million baht.
  • •MK Group launched TORA RAMEN with prices starting at 89 baht, opening its first branch at True Digital Park.
  • •MK Restaurant Group reported total revenue of 12,460 million baht for the first 9 months of 2026.

Overview

  • •JETRO reported that the number of Japanese restaurants in Thailand fell to 5,781 in 2025, a 2.2% decrease from 2024.
  • •The ramen segment grew by 2.6% with 823 restaurants, while sushi and izakaya segments slowed down.
  • •The primary market battleground for Japanese food in Thailand is the mass price range of 101-250 baht per person.
  • •MK Group introduced TORA RAMEN with an Everyday Ramen concept and prices starting at 89 baht to increase purchase frequency.
  • •TORA RAMEN requires an investment of approximately 7 million baht per branch, utilizing MK Group's existing central kitchen and logistics.
  • •MK Group plans to open one pilot branch this year and expand to 15 branches in Bangkok and vicinity by 2027.
  • •TORA RAMEN developed its recipes with Kosuke Yoshimura from Hakata Ikkousha and Ryota Ishimatsu, a noodle producer from Fukuoka.
  • •MK Restaurant Group and its subsidiaries earned 4,217 million baht in revenue for the third quarter of 2026, an 8.6% increase year-on-year.

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Key Entities

Organization

Japan External Trade Organization (JETRO) Bangkok(องค์การส่งเสริมการค้าต่างประเทศของญี่ปุ่น หรือ เจโทร กรุงเทพฯ)
An organization that conducted surveys on the number and growth of Japanese restaurants in Thailand.
MK Group(MK GROUP)ℹ️
A large food business operator that launched the TORA RAMEN brand.
TORA RAMEN
A new ramen brand under MK Group featuring a Modern Loft concept and affordable pricing.
MK Restaurant Group Public Company Limited(บริษัท เอ็มเค เรสโตรองต์ กรุ๊ป จำกัด (มหาชน))
The parent company of TORA RAMEN and Bonus Suki.
Bonus Suki(โบนัส สุกี้)
A brand within the MK Restaurant Group portfolio that contributed to revenue growth in 2026.
Hakata Ikkousha
A famous ramen shop owned by Kosuke Yoshimura.

Place

True Digital Park(ทรู ดิจิทัล พาร์ค)
The location of the first TORA RAMEN branch.
Fukuoka(ฟุกุโอกะ)ℹ️
The city and province in Japan where TORA RAMEN's expert chefs and noodle producers are from.
Bangkok(กรุงเทพฯ)ℹ️
A city where the number of Japanese restaurants decreased by 2.3%.

Person

Thee Theerakomen(ธีร์ ธีระโกเมน)
President of MK Restaurant Group Public Company Limited and second-generation heir.
Kosuke Yoshimura(โคสุเกะ โยชิมูระ)
Owner of Hakata Ikkousha who helped develop the pork bone soup recipe for TORA RAMEN.
Ryota Ishimatsu(เรียวตะ อิชิมัตสึ)
A major ramen noodle producer from Fukuoka who helped design the noodles for TORA RAMEN.