Japanese beef bowl chain Matsuya will open its first Singapore restaurant at Suntec City in November, joining a growing number of Japanese food brands entering the market.
Known for its signature beef rice bowls, Matsuya’s arrival will bring all of Japan’s “big 3” beef bowl chains to Singapore. The other two, Yoshinoya and Sukiya, already run multiple outlets in the city-state, according to AsiaOne.
The full Singapore menu has yet to be announced, but customers can expect dishes similar to those offered in Japan. Key ingredients will be imported from Japan to preserve their taste and quality.
Its signature beef bowl consists of tender beef slices and onions simmered in a savory-sweet sauce. Other dishes include specialty beef bowls with assorted toppings, Japanese-style curries and grilled meat set meals.
Singapore-exclusive dishes and seasonal offerings will be added over time, a spokesperson told The Straits Times.
Although Matsuya operates around the clock in Japan, its Singapore restaurant will initially open from 9 a.m. to 10 p.m.
Founded in 1966, Matsuya has been a household name in Japan for nearly six decades. It currently has more than 1,200 outlets in its home market, along with several overseas branches in mainland China, Hong Kong, Taiwan and Vietnam.
Matsuya is famous in Japan for its affordable bowls. A full meal there is reported to cost between JPY400 and JPY1000 (US$2.53–6.32), according to food blog Eatbook.
The Singapore launch coincides with the brand’s 60th anniversary this year. The opening comes as more Japanese food brands expand into Singapore.
Popular doughnut chain I’m Donut? is scheduled to launch at Ion Orchard in December. Other recent entrants include grilled fish specialist Shinpachi Shokudo, which opened at Nex in August, and yakitori chain Torikizoku, which debuted at VivoCity in May.
Source: VN Express