Japanese cuisine is steadily gaining popularity in our country. According to survey data from the Japan External Trade Organization (JETRO Bangkok), the number of Japanese restaurants in Thailand reached 5,916 in 2024?an increase of 165 establishments, or 2.9%, compared to the previous year.
Due to the increasing number of Japanese restaurants in Thailand each year, the three Kobkulsuwan siblings? Mr.Panitan, Mr.Paniti and Ms.Pavitra Kobkulsuwan?launched Temaki Sushi, a fusion Japanese hand roll restaurant, marking its debut in Thailand. Known as the "KANORI Hand roll bar", it stood out in 2023 by using predominantly high-quality imported ingredients to craft fresh hand rolls directly from the counter. Furthermore, it caters to the demands for speed and convenience, making it perfectly suited to the lifestyle of the new generation.
According to Mr.Paniti, the siblings were inspired to launch this type of Japanese restaurant while it was still relatively new and unfamiliar to Thai people. Establishing their restaurant was a challenging endeavor, as they had to educate customers about hand rolls and anticipate the rising trend in Japanese food consumption in Thailand. Their goal was to position themselves as the "First Mover" in the market, driven by their family's love for Japanese cuisine. After extensive research and development, including refining the hand roll rice recipe and production methods, they decided to open their first location at Soi Sukhumvit 49. Since its launch, the restaurant has been warmly received. Within just one and a half years, the "KANORI Hand roll bar" expanded to four locations: Sukhumvit 49, EmQuartier, Central Embassy, and most recently, IconSiam.
"We aim to bring something entirely new to the table, something never attempted before. Our methods and ideas go beyond traditional textbooks, incorporating the dynamics of the modern world to offer a fresh perspective. It's fair to say that the 'KANORI Hand roll bar' was the First Mover in establishing the hand roll industry in Thailand."
According to Ms.Pavitra, businesses in the Thai Japanese food sector, particularly in the hand roll niche, are facing intense pricing competition. Thai consumers are increasingly drawn to offerings that provide good value for money or "reasonable prices". Simplicity and ease of consumption are also key factors. Given the combination of flavorful, high-quality ingredients and the speed and convenience that hand rolls offer, Ms.Pavitra believes that the "KANORI Hand roll bar" is well-positioned to thrive and expand in alignment with Thai culinary trends.
"The key to our success as Thailand's first hand roll restaurant, and our ability to expand to four locations, lies in researching consumer insights, understanding customer needs, and focusing on delivering value rather than maximizing profit margins. This approach has been the main reason customers continue to return to our restaurant. At an affordable price, we provide a semi-omakase ambiance, making it an inviting experience for families with both adults and children. Additionally, our delivery service ensures that premium ingredients, like crisp and fresh seaweed, maintain their quality?offering an experience that's just as satisfying as dining at the restaurant. This unique feature has contributed significantly to our popularity."
Mr.Panitan continued, "The 'KANORI Hand roll bar' is set to expand further in the third quarter. Our focus will be on opening new branches in high-end department stores in Bangkok as our primary locations, while also exploring opportunities in major cities. This will allow Japanese food enthusiasts to savor our fresh and delicious offerings for longer. So far, the business has generated over 300 million baht in revenue, and we aim to achieve a 20% increase in revenue in 2025 compared to the previous year."
The 'KANORI Hand roll bar' is operated by THAISAKOL ESTATE Co., Ltd., which also manages three other businesses. Kay's is celebrated for its brunch-style breakfast dishes, Day by Kay's for its delightful beverages and pastries, and K Maison hotel for its remarkable blend of modern design and local charm.
If you're craving high-quality hand rolls in an omakase atmosphere, feel free to explore more details through these channels: www.kanorihandroll.com, Facebook: Kanori, Instagram: @kanorihandroll