MAGURO Group (mai: MAGURO), a leading restaurant brand operator in Thailand, has unveiled its major business strategy for 2026, confidently targeting no less than 30% revenue growth. The Group reinforces its core vision of delivering “authentic yet accessible” dining experiences. As part of its expansion roadmap, the company will introduce two renowned Japanese restaurant brands: Kaiten Sushi Ginza Onodera, the legendary premium conveyor-belt sushi brand making its debut in Thailand and Southeast Asia; and IPPE KOPPE, a well-known Japanese curry specialist under the same group as Tonkatsu AOKI, the acclaimed tonkatsu expert. This strategic expansion will be driven by a well-rounded growth approach, including the continued rollout of flagship brands across its portfolio and a focus on increasing same-store sales growth (SSSG).
Mr. Jakkrit Saisomboon, Chief Executive Officer and Co-Founder of MAGURO Group Public Company Limited (MAGURO), stated: “In 2026, MAGURO Group has mapped out a clear growth trajectory in alignment with prevailing trends in the restaurant industry. The Group has prepared proactive strategies to drive revenue and profit growth for investors and shareholders, while continuing to implement disciplined and highly efficient cost control measures. For 2026, the Group is targeting revenue growth of more than 30%, driven by the following key strategic initiatives.”
Expanding portfolio with the launch of two new Japanese restaurant brands
1. Kaiten Sushi Ginza Onodera, a premium conveyor-belt sushi restaurant meticulously sourcing high-quality ingredients from the globally renowned Onodera Group, a leading operator of Japanese dining brands worldwide. Recognized as one of Japan’s must-visit culinary destinations—particularly for sushi lovers—the brand’s key highlight lies in its “premium-quality ingredients,” elevating the conveyor-belt sushi experience to a level comparable to omakase dining, while remaining accessible, affordable, and allowing guests the flexibility to manage their dining budget. The restaurant is scheduled to open in Q3 2026 at CentralWorld. This location will mark the brand’s first outlet in Southeast Asia and its largest flagship store in Asia.
2. IPPE KOPPE, an authentic Japanese curry specialist and a brand under the same group as Tonkatsu AOKI, the renowned tonkatsu expert. Distinct from typical Japanese curry restaurants, IPPE KOPPE meticulously crafts its curry specifically to pair perfectly with tonkatsu, elevating the overall flavor experience. Every step is handled with precision to achieve a rich, well-balanced curry that complements tonkatsu at the highest level. The brand’s quality is affirmed by its recognition as one of Japan’s top curry specialists, ranked No. 1 among Tabelog’s Top 100 Curry Restaurants for six consecutive years. The restaurant is scheduled to open in April 2026.
Both new brands will further strengthen and complete the Japanese dining ecosystem within MAGURO Group Public Company Limited, ensuring a comprehensive portfolio that effectively responds to evolving consumer demands. In addition, Kaiten Sushi Ginza Onodera and IPPE KOPPE stand out for their accessible and value-driven pricing, appealing to working professionals, food lovers, and general consumers seeking an authentic Japanese culinary experience. This expansion reinforces MAGURO Group’s leadership as a premier restaurant brand operator in Thailand—one that authentically conveys Japanese food culture while demonstrating a deep understanding of Thai consumer preferences.
Driving flagship brand growth, with plans to expand more than 20 additional outlets across its portfolio, bringing the total to over 73 locations by the end of 2026. This expansion aims to accelerate growth and broaden consumer reach.
Currently, MAGURO Group Public Company Limited operates a total of 54 restaurants under eight brands:
- MAGURO – a premium Japanese and sushi restaurant brand with 20 outlets, including MAGURO Kappou, a new Japanese dining experience under the kappou concept.
- HITORI SHABU – Kansai-style individual shabu-shabu and sukiyaki with 16 outlets, including HITORI SUKIYAKI, offering an authentic Japanese sukiyaki course experience.
- SSAMTHING TOGETHER – a premium Korean BBQ restaurant brand with 6 outlets.
- Tonkatsu AOKI – the popular Japanese tonkatsu brand with 7 outlets.
- CouCou – a Western-style all-day dining restaurant with 2 outlets.
- Bincho – a traditional Japanese charcoal-grill restaurant with 1 outlet.
- KIWAMIYA – an authentic Japanese hamburg steak brand with 2 outlets.
- Chopman – a craft-style Hainanese chicken rice brand operating exclusively via delivery platforms such as Grab and LINE MAN. Officially launched in mid-January 2026, the brand has received strong positive feedback from consumers.
Driving same-store sales growth (SSSG) through more proactive marketing strategies aimed at accelerating performance. Key initiatives include the launch of new and seasonal menu offerings, the rollout of special promotional campaigns throughout the year, and increased engagement among more than 300,000 members via exclusive privileges.
The Group will further leverage its seamless membership platform, “Give More + Club,” which allows members to enjoy benefits across all restaurant brands under Maguro Group Public Company Limited. The program is designed to deliver enhanced privileges, encourage repeat visits, and incentivize cross-brand consumption within the Group’s portfolio.
For the first nine months of 2026, MAGURO Group Public Company Limited reported total revenue of THB 1,389 million, representing a 42% year-on-year increase. Net profit reached THB 103 million, marking a 65% growth compared to the same period last year
