A Japanese restaurant chain has made the youth crazy in China. Japan’s famous conveyor-belt sushi chain ‘Sushiro’ has become a big social media trend among China’s ‘MZ Generation’ (Millennials and Gen-G). People are willing to wait for 5 to 14 hours to eat sushi here. The biggest reason for this craze is the videos going viral on social media platforms Douyin and Xiaohongshu. Chinese youth are making tall towers by placing empty plates one above the other after eating in the restaurant, which has been named ‘Sushiro Tower’. These videos, which are 60 to 80 plates high, are getting millions of likes. Due to this craze, the company has achieved 70% of the target of operating profit for the entire year in the first half of the current financial year itself. The company’s shares on the Tokyo Stock Exchange have risen 23% this year. It has also outperformed Japan’s benchmark index Topix. Sushiro entered China from Guangzhou in the year 2021, but after its entry in Shanghai last year, its popularity skyrocketed. Taking advantage of this craze, some people are selling their waiting queue numbers on second hand trading platforms for around Rs 420. Sushiro has added a touch of entertainment along with the food to keep customers engaged. The company has an in-store digital ordering system called ‘Digiro’ in its stores. Under this, any customer who spends 60 yuan (about Rs 840) or more, gets a chance to play a digital lottery game on the screen. On winning this game, customers get sushi character toys and other attractive prizes, which are very attractive to the youth. Much cheaper than other sushi chains… the quality is also excellent. The perfect weapon for recession times. The biggest pillar of Sushiro’s success is its affordability. The price of a plate of sushi in Chinese stores ranges between Rs 112 to Rs 392. “I go to Sushiro at least once a week,” says Deng Danshan, a 24-year-old working woman who lives in Shenzhen. I eat about 25 plates at a time and my bill comes to about 200 yuan (about Rs 2,800). It is much cheaper than other sushi chains in the market and its quality is also excellent.
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14-hour queues to eat Japanese sushi: Sushiro chain increased sales by giving away digital lottery games, toys on orders of 700
