TAYUTO Enters Thailand's Premium Udon Market with First Overseas Branch at CentralWorld
Showcasing Premium Handmade Udon with a Contemporary Japanese Dining Experience
Bangkok, Thailand - TAYUTO, a premium handmade udon brand from Japan, officially enters the Thai market with the opening of its first overseas branch at CentralWorld, 3rd Floor. Located in the heart of Bangkok, the restaurant introduces authentic udon crafted with meticulous attention to detail, elevating traditional noodle dishes into a modern dining experience.
Designed under a premium yet approachable concept, TAYUTO offers a warm and welcoming atmosphere that aligns with the lifestyle of today's urban consumers. The brand has set an ambitious goal to expand to 5 branches within 3 years in Thailand.
Mr. Kazuya Monobe, CEO of Synergy Co., Ltd. (Japan)a leading food conglomerate specializing in udon and soba with over 50 outlets across major cities like Tokyo and Kyotorevealed that TAYUTO first debuted in 2023 at Narita International Airport. The brand quickly gained popularity among global travelers by differentiating itself through the Traditional Udon paired with approachable service. Its success underscores the brand's potential for growth within the contemporary Japanese dining sector.
The Japanese food industry in Thailand remains a high-potential market with long-term growth prospects. According to data from the Japan External Trade Organization (JETRO), the number of Japanese restaurants in Thailand is projected to exceed 5,700 by 2025. This reflects a significant rise in consumer demand, particularly for noodle-based cuisines. Udon, in particular, is gaining traction among modern diners who seek more than just great taste. Despite high market competition, brands with clear concepts and Unique Japanese Identities continue to capture consumer loyalty.
"The Japanese food market in Thailand is no longer just a trend; consumers here possess a deep understanding and prioritize both 'storytelling' and 'quality,'" said Mr. Monobe. "Even in challenging economic times, the premium segment continues to thrive. We believe TAYUTO's philosophy of 'Authentic Japanese Refinement'which engages all five senses through food, presentation, ambiance, and attentive servicewill resonate strongly with Thailand's high-standard market."
The launch of TAYUTO in Thailand marks a significant milestone as the brand's first overseas expansion, reinforcing confidence in the Thai market's potential. The brand is built upon three defining pillars:
- The Noodle - Fresh udon developed with specialized techniques for a perfectly chewy and smooth texture
- The Dashi - Carefully simmered broth delivering rich and layered umami flavors
- The Balance - Harmonizing authentic Japanese tradition with contemporary perspectives
TAYUTO also introduces five signature dishes that highlight its craftsmanship and innovation, including Premium Mentaiko Butter Cream Udon, Sukiyaki Beef Udon, Tempura Udon, Tempura Curry Udon, and Carbonara Udon with Bacon Soft-Boiled Egg.
"TAYUTO is not simply a place to dine or escape from the bustle of everyday life. The brand is committed to delivering a carefully crafted experience that reflects the essence of Japanese culture and traditions, expressed through thoughtfully prepared dishes and meticulous attention to detail.
Through this approach, TAYUTO aims to introduce Thai consumers to an authentic udon dining experience that embodies both craftsmanship and warmth. The brand is confident that this concept will resonate with customers in Thailand, just as it has in Japan. Looking ahead, TAYUTO plans to expand its presence in Thailand with the goal of opening five branches within the next three years.," Mr. Monobe concluded.
Experience "Udon That Is More Than a Meal" at TAYUTO, CentralWorld, 3rd Floor, starting from 10 April 2026. For more information and menu updates, please visit Facebook: Udontayuto.bkk