Portland, Oregon, the birthplace of Nike’s headquarters and the popular Ace Hotel, is famous for its name as the “most desirable city to live in America”. It is a city that attracts attention in all aspects of lifestyle, including food and fashion. (Photo: Afro) Why Are Japanese Food Service Companies Going Overseas? Why is “Kushikatsu Tanaka” taking up the challenge of entering the U.S. market again? The reason lies in the global economic situation. Japan’s prolonged recession has made the country inexpensive by global standards. Especially in the area of food, it is safe to say that Japan is a country where one can enjoy inexpensive, high-quality food that is unparalleled in the world. On the other hand, demand for Japanese food is increasing year by year overseas, and the same food as in Japan can be offered at higher selling prices in other countries. It is only natural that they would turn to the booming overseas market rather than to Japan, where consumption has cooled due to the recession and where the population is expected to age further in the future. Many of Japan’s restaurant chains have already expanded overseas. Curry House CoCo Ichibanya, which operates 1,262 stores in Japan, began opening stores overseas in 1994. It has 183 stores in 13 countries and regions, mainly in the United States, China, and Thailand (as of the end of February 2022). The Ippudo ramen chain opened 277 stores in 15 countries and regions, including Asia, Oceania, and Europe (as of the end of March 2022), starting with the opening in the United States in 2008, far exceeding the 129 stores in Japan. In addition, the beef bowl chain Yoshinoya has opened a string of stores in the U.S., China, Taiwan, Malaysia, Singapore, and other regions, and has grown to 974 stores (as of the end of February 2022), which is close to the 1,190 stores in Japan, and is aiming for 1,500 stores overseas in the future. Furthermore, “Toridoll Holdings,” which operates the “Marugame Seimen” udon chain, has accelerated its overseas expansion by acquiring popular overseas restaurant chain brands one after another. The company aims to open approximately 1,500 stores in Japan and 4,000 stores overseas.