Japanese burger chain Shogun Burger opens its first outlet in Vietnam

The renowned Japanese burger chain, Shogun Burger, recently has made its international foray with the opening of its inaugural store in Vietnam in July. Strategically located in Ho Chi Minh City's Binh Thanh district, the restaurant targets both the vibrant local Japanese community and the burgeoning tourist market.

In addition to introducing its signature burger offerings, Shogun Burger will curate a selection of exclusive burger options specifically catered to Vietnamese tastes, featuring unique combinations such as a fusion of premium Japanese and Vietnamese beef, as well as a limited-edition Banh Mi Burger.

Founded in 2016, Shogun Burger currently operates 11 establishments across Japan, comprising a mix of company-owned and franchised locations. The chain is under the ownership of Ganesha, a Toyama-based company.

Shogun Burger has garnered numerous accolades, including the prestigious Japanese Burger Champion title and a top-ten ranking at the World Food Champion's competition last year.

Within Japan, the Shogun Burger outlet in Tokyo's Shinjuku district gained substantial online attention for its limited-run offering of samurai sword burgers.

These miniature swords, akin to chopsticks or cutlery, served as unconventional tools to enhance the dining experience. The meal package, priced at ¥4,300 (approximately $30.97), encompassed the choice between the Honnoji Incident burger or a cheeseburger, accompanied by a beverage, a serving of fries, and a mini samurai sword.

While pricing details for Shogun Burger's Vietnam venture have yet to be disclosed, the chain's Japanese offerings range from ¥1,400 to 2,800 ($10.08 to $20.17) per burger.

Prior to Shogun Burger's entrance, Vietnam had already emerged as a sought-after destination for several globally renowned burger chains, including McDonald's and Burger King. Nevertheless, despite the popularity of bread-based cuisine in the country, these chains continue to grapple with various obstacles to the expansion of their market footprint.

McDonald's, for instance, only operates approximately 32 stores in Vietnam after seven years of market presence. Similarly, Subway, boasting an extensive global network of 44,000 outlets across 100 countries, has succeeded in opening just one store in Vietnam over the course of more than a decade.

Farewell Auntie Anne's: American coffee brand closes doors in Vietnam Auntie Anne's, the American coffee and pretzel franchise, will be permanently shuttering all of its Vietnam-based establishments after four years.

Foreign coffee chains take it slow and steady with expansion plans in Vietnam Foreign coffee chains are more cautious than ever in their expansion plans in the country even though they still consider Vietnam a strong market for their brands.

Vietnam's coffee chain market erupts in fierce competition A tempest is brewing in Vietnam's burgeoning coffee chain market, where fierce competition is stoking innovation and creating a vibrant café culture that's making headlines on social media.