Vietnamese dish enters Japanese fast-food chain

In late August, Matsuya added ‘Vietnamese-style broken rice with pork’ to the menu of more than 1,000 outlets throughout Japan, marking a major step for Vietnamese cuisine to conquer the Japanese market.

The inspiration for this menu addition began during a market research trip by Matsuya executives to Vietnam.

After tasting Vietnamese broken rice, they were impressed enough to explore how the dish could be adapted for Japanese consumers.

This decision reflected a growing interest in Vietnamese cuisine within Japan, and was the result of increased trade and cultural exchanges between the two nations.

The introduction of broken rice to the Matsuya menu was made possible with the support of the Vietnam Trade Office in Japan.

Vietnamese Trade Counselor in Japan Ta Duc Minh said that the trade office had worked closely with Matsuya to ensure that ingredients and flavors remained faithful to the Vietnamese original.

“We suggested Matsuya consider using key Vietnamese ingredients such as gio cha [Vietnamese pork roll], ST25 rice, and traditional fish sauce imported directly from Vietnam,” Minh told Tuoi Tre (Youth) newspaper.

Vietnamese cuisine has been gaining traction in Japan, with many restaurants opening in recent years serving pho, bun bo Hue (Hue-style spicy beef noodles), banh mi (Vietnamese baguette sandwich filled with cold meats, pâté, and vegetables), bun cha, and nem ran (fried spring rolls).

Particularly, the Vietnam Phở Festival launched in Japan in October 2023 by Tuoi Tre has helped elevate the profile of Vietnamese cuisine even further.

“The inclusion of broken rice in Matsuya’s menu shows that Vietnamese food is no longer just a novelty – it is becoming part of everyday life for Japanese consumers,” Minh noted.

“Even Vietnamese fish sauce is now available in some Japanese supermarkets, though still limited in reach.”

Minh said that Vietnamese dishes align well with the Japanese preference for healthy, balanced meals, making them ideal candidates for fast-food models.

“To go further, however, Vietnamese firms must meet three key challenges: strict food safety standards, appealing packaging and cultural storytelling, and close collaboration with Japanese distribution networks such as AEON, Beisia, and Don Quijote,” Minh stated.

Matsuya’s growing presence in Vietnam

Arakawa Ken, general director of Matsuya Foods Vietnam, said that Matsuya saw strong potential in Vietnam’s young and growing population, so it decided to do business in the Southeast Asian nation.

It opened the first restaurant in Vietnam in late 2024, and the chain now operates four locations in Ho Chi Minh City.

By 2026, Matsuya plans to expand to 10 restaurants nationwide.

He noted that Vietnamese consumers can be more selective than in other markets.

“When a new store opens, there’s less of a rush just to try it out,” he observed.

However, once they find something that suits their tastes, Vietnamese customers become loyal regulars.

Matsuya’s operations in Vietnam prioritize local products such as beef stew sauce using white wine from Da Lat, rice from the Mekong Delta region, and most vegetables locally grown.

The chain also integrates traditional Vietnamese flavors such as fish sauce and mam tom (fermented shrimp paste).

Fast-food future for Vietnamese staples

Arakawa believed that Vietnam’s F&B landscape is still in its early stages, particularly when it comes to chains specializing in traditional dishes like pho or broken rice.

These foods, he said, already have strong flavors and simple presentations that are well-suited to fast-food formats.

With the right investment, product development, and operational know-how, he predicted a rapid evolution of local F&B chains, and more opportunities for Vietnamese cuisine to go global.

Vietnam’s export potential on the rise

Minh said that Japan remains a highly attractive market for Vietnamese exports.

With a population of over 126 million and growing demand for imported goods, Japan presents numerous opportunities for Vietnamese producers.

According to official data, trade between Vietnam and Japan reached nearly US$24.4 billion in the first half of 2025, up 9.9 percent year on year, with Vietnam’s exports rising nearly 12 percent to $12.8 billion.