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Popular chain store Sushiro is accelerating its expansion in Hong Kong, with an aim to increase its restaurant count in the city to at least 32 by the year 2024.

The restaurant announced its aggressive expansion plans in Hong Kong in a management report shared earlier this month by Food & Life Companies, which owns the Japanese chain.

According to the report, Sushiro’s Hong Kong restaurants generated a surplus this year despite food and beverage businesses taking a hit due to the pandemic.

Known for its affordable sushi, the novelty of Sushiro—which opened in the city in 2019—is yet to wear off. The restaurants continue to attract customers willing to arrive at the restaurant more than an hour in advance to get a queue ticket. (Sushiro does not take reservations.)

Customers queue outside Sushiro in Hung Hom. Photo: Openrice/Voracious

The conveyer belt sushi chain has expanded rapidly in Hong Kong over the past two years. Just earlier this month, it opened its twelfth Hong Kong outlet in Tin Shui Wai. It also has restaurants in Sheung Wan, Mong Kok, Tuen Mun and Tai Po, among other districts.

According to local media, eager customers queued up outside the Hang Hau restaurant as early as 6 am on its opening day in September.

Sushiro’s popularity has reportedly spawned a market for fake queue tickets, taking advantage of sushi fans unwilling to wait hours for a table.

Besides Hong Kong, Sushiro also aims to open more stores in Taiwan, South Korea and Thailand. The chain has almost 600 stores in Japan.

This article, Sushiro to expand to at least 32 stores in Hong Kong by 2024, originally appeared on Coconuts, Asia’s leading alternative media company.


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