What Sushi King does

Sushi King Sdn Bhd is a Malaysian private company and subsidiary of Singapore-listed Texchem Group, founded in 1995 by Tan Sri Dato' Seri (Dr.) Fumihiko Konishi. It operates Malaysia's first kaiten (conveyor belt) sushi restaurant concept and is positioned as the world's largest halal-certified Japanese restaurant chain, with JAKIM halal certification (MS 1500:2009) achieved in 2016 after reformulating over 150 ingredients. The company operates 120+ outlets across Malaysia and Indonesia, including a flagship IOI City Mall location with a 100-metre upgraded conveyor belt carrying 60+ sushi varieties drawn from a broader menu of 211+ authentic Japanese dishes.

The core technology is the kaiten belt dining system supplemented by a mobile loyalty app (available on iOS and Android) supporting Smile Points (RM1 = 1 point) and a Smile Stamp collection program. Adjacent product lines include a tabletop Yakiniku (grilled meat) experience launched in 2026 with premium proteins (Wagyu, lamb, seafood), a Home Meal bento delivery service (launched 2025-12) with subscription tiers ranging from RM13.90 to RM15.90 per meal, and a Sushi School workshop program for children and corporate groups. Distribution spans owned retail outlets, corporate campus sites (e.g., Intel PG7 in Penang), hypermarket kiosks, and third-party delivery partnerships with Foodpanda, GrabFood, and Shopee Food.

Sushi King generates revenue primarily through dine-in transaction fees (per-plate pricing, value meals from RM14.90, all-you-can-eat yakiniku-sushi buffets), a recurring subscription revenue stream from Home Meal delivery (Daily Flexi, Weekly, Biweekly, Monthly plans), and gift voucher sales through the giftee-biz platform. Customer segments are predominantly mass-market Malaysian consumers across families, young professionals, and health-conscious diners, with secondary segments in corporate campus diners, celebration/occasion diners, and children/families participating in sushi-making classes. The customer base includes over 1 million registered loyalty members as of 2023.

Name

Sushi King

Legal name

Sushi King Sdn Bhd

Website

https://sushi-king.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

1–10 employees

Short description

Sushi King Sdn Bhd is a Malaysian halal-certified Japanese restaurant chain and Texchem Group subsidiary operating 120+ kaiten sushi outlets across Malaysia and Indonesia, serving mass-market consumers affordable Japanese cuisine via conveyor belt dining, mobile loyalty, corporate campus sites, and home meal delivery.

Ownership category

akta.pro rank

Product category

Japanese Restaurant Chain

NAICS

Fish and Seafood Retailers (44525), All Other Specialty Food Retailers (445298)

SIC

Retail-Eating Places (5812), Prepared Fresh Or Frozen Fish & Seafoods (2092)

akta.pro primary industry

In-Store Sushi & Asian Prepared Foods (CRAHAKAD)

Keywords

• Conveyor belt sushi
• Japanese restaurant chain
• Halal certified dining
• Casual Japanese dining
• Kaiten sushi restaurants

Headquarters

HQ city

Selangor

HQ country

Malaysia

HQ region

Asia

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Dine-in Restaurant Sales: Core revenue from conveyor belt sushi restaurants with over 120 outlets. Customers pick plates from moving belt; pricing varies by plate type. Includes premium offerings like Wagyu beef yakiniku sets and all-you-can-eat weekend buffets.
2. Home Meal Delivery: Pre-ordered bento-style meal delivery service with Daily Flexi (RM15.90), Weekly (RM74.50), Biweekly (RM145), and Monthly (RM278) plans. Freshly prepared in halal-certified kitchen.
3. Loyalty Program & Vouchers: Smile Points system (RM1=1 point) and voucher sales through giftee-biz platform. Birthday rewards (200 points + free dessert), stamp collection for free meals.
4. Third-party Delivery: Partnership with Foodpanda, GrabFood, and Shopee for delivery services, extending reach beyond physical locations.
5. Corporate Catering: On-site corporate outlets (e.g., Intel PG7 campus in Penang) providing workplace dining solutions.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

Sushi King operates a chain of conveyor belt (kaiten) sushi restaurants serving Japanese cuisine to mass-market consumers across Malaysia and Indonesia. Founded in 1995, the company runs 120+ outlets, holds JAKIM halal certification, and offers 211+ authentic Japanese dishes including sushi, hot dishes, donburi, noodles, bento, and seasonal specials on its upgraded 100-metre kaiten belt with 60+ sushi varieties.

Product overview

Sushi King operates as a conveyor belt (kaiten) Japanese restaurant chain offering over 200 menu items across diverse categories including sushi varieties (sashimi, nigiri, maki, temaki, gunkan), hot dishes (yakimono, agemono), rice bowls (donburi), noodles (udon, ramen), bento sets, and beverages. The core product is the kaiten belt dining experience featuring 60+ sushi varieties on a 100-metre belt. Adjacent offerings include a new interactive Yakiniku Experience (tabletop grilling with premium meats), Home Meal By Sushi King (halal-certified bento delivery service with 20 rotating varieties), and Sushi Making Classes for families and corporate groups. Digital products include a mobile app with Smile Points loyalty (RM1 = 1 point) and Smile Stamp program (RM60 spend = 1 stamp, redeemable for free meals). The company holds JAKIM halal certification and serves all-day value meals from RM14.90 plus seasonal promotional campaigns including Bonanza and limited-time offers.

Differentiator

Problem solved

Functional benefit

Products and services

• Kaiten Belt Restaurant (Conveyor Belt Sushi) Conveyor belt sushi dining concept where customers select freshly prepared sushi and Japanese dishes from plates moving along a kaiten belt. Features 60+ sushi varieties on a 100-metre belt drawn from a broader 211+ dish menu including sushi, hot dishes, donburi, noodles, bento, and seasonal specials. Operated across 120+ outlets in Malaysia and Indonesia.
• Yakiniku Experience (Table-side Grilled Meat) Interactive tabletop yakiniku (grilled meat) dining experience featuring premium meats including Beef Kalbi, Wagyu Beef, Lamb Shoulder, Chicken, Salmon, Tiger Prawn, and Unagi. Served with refillable rice, wakame soup, mini salad, spicy pickles, and signature yakiniku sauces. Includes sharing combo sets and an all-you-can-eat weekend buffet variant.
• Home Meal By Sushi King (Bento Subscription Delivery) Ready-to-eat bento meal delivery service prepared in a halal-certified kitchen, offering 20 unique menu items over 4 weeks with no repeats. Flexible subscription plans include Daily Flexi (RM15.90/meal), Weekly 5-day (RM74.50), Biweekly 10-day (RM145), and Monthly 20-day (RM278 / RM13.90 per meal), with free delivery included.
• Sushi King Sushi Making Class (Sushi School) Interactive hands-on sushi-making workshops for children aged 4 and up, families, and corporate teams. Participants learn sushi rice preparation, filling addition, and sushi rolling under expert guidance. Available as open quarterly classes (from RM31.80 member / RM37.10 non-member) or private sessions for groups of 20+ at preferred locations.
• Sushi King Gift Vouchers Gift voucher program allowing purchase of Sushi King cash vouchers for gifting, redeemable at all Sushi King outlets. Distributed through the giftee-biz platform.
• Sushi King Food Delivery Service Third-party food delivery service available through Foodpanda, GrabFood, and Shopee Food platforms, allowing customers to order Sushi King meals for home or office delivery.
• Sushi King Kids Meal Child-friendly meal sets designed for younger diners, including Kids Mixed Set, Kids Udon Set, and Kids Sushi Set options.
• Healthier Pick Menu Curated wellness-focused menu line offering balanced portions and lower-calorie Japanese meals for health-conscious diners seeking lighter options without compromising flavor.

Quantifiable outcome

• Over 1 million loyalty members as of 2023
• +2 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

Six partnerships are on record, tiered core, flagship and minor.

• Intel CorporationcoreStrategic or Co-development Partner · 1 January 2026Sushi King opened its first corporate campus outlet at Intel's PG7 facility in Penang, marking its entry into corporate dining. The outlet serves Intel employees with halal-certified Japanese cuisine, enhancing workplace dining experience. This partnership demonstrates Sushi King's ability to meet multinational corporate standards and expand beyond traditional retail settings.
• Texchem GroupflagshipOthersTexchem Group is the parent company of Sushi King Sdn Bhd. Sushi King operates as a subsidiary, with Texchem Group providing strategic direction and operational excellence support. The relationship enables Sushi King to leverage group resources and corporate standards.
• FoodpandaminorChannel Partner/ Reseller/ DistributorThird-party food delivery partnership allowing Sushi King customers to order via Foodpanda platform for home or office delivery.
• GrabFoodminorChannel Partner/ Reseller/ DistributorThird-party food delivery partnership enabling Sushi King orders through Grab platform, extending delivery reach to Grab users.
• Shopee (Now Food)minorChannel Partner/ Reseller/ DistributorThird-party delivery partnership through Shopee's Now Food service, providing another delivery channel for Sushi King products.
• JAKIM (Islamic Development Department of Malaysia)flagshipOthersOfficial halal certification body that awarded Sushi King its halal certification (MS 1500:2009 2047-03/2016). Essential partnership enabling Sushi King to serve halal-certified Japanese cuisine to Muslim consumers.

Scale indicators8 records

Recent moves9 records

Expansion highlights6 records

Broad incumbents

• Yoshinoya: Japan-headquartered quick-service restaurant chain with hundreds of Asia locations. Broader incumbent operating in the Japanese casual-dining category, with similar mall and high-street real estate strategy but specialising in donburi rather than sushi.
• Pepper Lunch: Japan-origin casual dining chain with strong Asia-wide presence offering tabletop sizzle plate grilling. Broader incumbent in the Japanese-casual-Dining category, with adjacent experiential dining mechanics rather than kaiten sushi specialty.

Direct peers

• Sushi Tei: Japanese casual restaurant chain with strong presence across Malaysia, Singapore, and Indonesia. Competes on broad Japanese menu at affordable price points in similar shopping mall locations.
• Rakuzen: Halal-certified Japanese casual restaurant chain in Malaysia serving sushi, ramen, and donburi in shopping mall locations. Directly competes with Sushi King on halal Japanese dining, price point, and Malaysian mall footprint.
• Kura Sushi: Japan-headquartered kaiten sushi chain with hundreds of outlets and overseas expansion. Comparable as the global reference point for kaiten sushi format, plate-pricing model, and conveyor-belt technology standard.
• Sushi Zanmai: Malaysian halal Japanese restaurant chain operating in shopping malls with comparable kaiten and à la carte formats. Directly comparable on halal positioning, mass-market pricing, and Malaysian/regional store presence.
• Ichiban Boshi: Japanese casual restaurant chain operating across Malaysia and Singapore with broad menu of sushi, ramen, and donburi. Comparable on casual-dining positioning, mall presence, and broad Japanese menu spanning affordable to premium offerings.
• Genki Sushi: Japanese kaiten (conveyor belt) sushi chain originating in Japan and operating across Singapore and wider Southeast Asia. Most direct format comparator on kaiten belt mechanics, sushi plate pricing, and conveyor dining experience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/sushikingasia
• Instagraminstagram.com/sushikingmalaysia
• LinkedInlinkedin.com/company/sushi-kin-sdn.-bhd.

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sushi King