Japan's 60-year-old beef bowl chain to open first Singapore outlet

Matsuya, a Japanese beef bowl chain renowned for its signature beef rice bowls, is set to open its first outlet in Singapore this year, marking its 60th anniversary. This move will add to the city-state's existing presence of the three major beef bowl chains: Matsuya, Yoshinoya, and Sukiya.

The Singapore menu, although yet to be unveiled, is expected to feature dishes akin to those offered in Japan. Core ingredients will be sourced from Japan to ensure the authentic taste and quality. Matsuya's signature beef bowl, comprising tender beef slices and onions simmered in a savory-sweet sauce, will undoubtedly be a standout. The menu also includes specialty beef bowls with various toppings, Japanese-style curries, and grilled meat set meals.

Singapore-exclusive dishes and seasonal offerings will be introduced progressively, according to a spokesperson. While Matsuya operates 24/7 in Japan, the Singapore branch will initially be open from 9 a.m. to 10 p.m.

Established in 1966, Matsuya has been a staple in Japan for nearly six decades, boasting over 1,200 outlets across the country and several overseas branches in mainland China, Hong Kong, Taiwan, and Vietnam. In Japan, Matsuya is famed for its affordable bowls, with a full meal typically priced between JPY400 and JPY1000 (US$2.53–6.32).

The Singapore launch coincides with Matsuya's 60th anniversary, a fact that underscores the brand's enduring popularity. This expansion follows a trend of Japanese food brands venturing into Singapore's market. Recently, I’m Donut? is slated to open at Ion Orchard in December, while Shinpachi Shokudo, a grilled fish specialist, made its debut at Nex in August. Additionally, yakitori chain Torikizoku launched at VivoCity in May.