Shabu-shabu Onyasai

What Shabu-shabu Onyasai does

Shabu-shabu Onyasai (しゃぶしゃぶ温野菜) is a Japanese all-you-can-eat shabu-shabu (hot pot) restaurant chain operating over 200 physical locations nationwide across Japan. The chain is operated by Reins International Co., Ltd. (株式会社レインズインターナショナル), a privately held restaurant operating company headquartered in Yokohama, with no public listing. The flagship offering is a tiered all-you-can-eat shabu-shabu course featuring over 60 varieties of domestically sourced vegetables and carefully selected meats, priced from 3,980 yen (Pork Course) up to 6,880 yen (A5 Wagyu Course), with add-ons such as crab shabu (zuwai/snow crab) limited to premium Kuroge Wagyu tiers and above.

The product portfolio is structured around the core all-you-can-eat format, complemented by individual set meals (Gozen), lunch service at discounted pricing, unlimited drink packages (eat-and-drink all-you-can-eat requiring 2-day advance reservation), a kids menu, and at-home takeout/delivery of signature broth products at select stores. The underlying technology stack is a standard restaurant reservation and customer management system integrated with the official website and mobile app, supporting online reservations, app-exclusive member deals, and multilingual menu access (English, Simplified/Traditional Chinese, Korean). No proprietary AI/ML systems, patents, or technology IP are disclosed.

The business model is direct-to-consumer dine-in service, with revenue generated per cover through tiered course pricing plus beverage and add-on attach. Distribution is exclusively domestic Japan through owned-and-operated storefronts, with supplementary e-commerce presence via the au PAY Market platform under the cross-brand 'Side Dish Festival' promotion. Customer segments are horizontal — families (with elementary-half and younger-free pricing), seniors (60+ receive a 500 yen discount), and groups celebrating birthdays/anniversaries (with complimentary anniversary plates on 2-day advance reservation). Marketing relies on the official website, mobile app, seasonal campaigns (e.g., Summer Campaign 2026 with 20% weekday / 10% weekend discounts), and IP/music collaborations (e.g., Sixfonia clear-card campaign, which sold out and triggered reprinting and resale).

Name

Shabu-shabu Onyasai

Legal name

株式会社レインズ国际机场 (Reins International Co., Ltd.)

Website

https://onyasai.com

Company type

Private

Operating status

Operating

Short description

Shabu-shabu Onyasai is a Japanese all-you-can-eat shabu-shabu (hot pot) restaurant chain operating over 200 stores across Japan, owned by Reins International. It serves general consumers, families, seniors, and celebration groups with tiered AYCE courses and add-on services.

Ownership category

akta.pro rank

Product category

Casual Dining Restaurants

NAICS

Restaurants and Other Eating Places (72251)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Steakhouses & Seafood Restaurants (THAFACAE)

Keywords

• Shabu-shabu restaurant
• All-you-can-eat hotpot
• Japanese casual dining
• Restaurant chain
• Takeout and delivery

Headquarters

HQ city

Yokohama

HQ country

Japan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Dine-in restaurant service: All-you-can-eat shabu-shabu buffet courses with varying meat quality tiers. Prices range from 3,980 yen (Pork Course) to 6,880 yen (A5 Wagyu Course). Additional revenue from drinks, a la carte items, and optional crab shabu courses.
2. Takeout and delivery: Takeout and delivery services offering 'eating soup' (食べるスープ) products with specialty broth. Available at select store locations.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Shabu-shabu Onyasai operates a chain of over 200 shabu-shabu (Japanese hot pot) restaurants across Japan, offering all-you-can-eat courses featuring over 60 varieties of domestically sourced vegetables and premium meats ranging from pork to A5 Wagyu beef. The chain also provides set meals, lunch service, takeout and delivery, unlimited drink packages, and limited-time seasonal menu items.

Product overview

Shabu-shabu Onyasai is a Japanese shabu-shabu hot pot restaurant chain with over 200 stores nationwide, operated by Reins International. The company offers a portfolio of dining experiences centered around its core 'All-You-Can-Eat' (食べ放題) shabu-shabu service featuring over 60 varieties of carefully selected domestic vegetables and premium meats. The product lineup includes: the flagship しゃぶしゃぶ食べ放題 (All-You-Can-Eat) as the primary offering; premium limited-time courses like かにしゃぶ付き黒毛和牛 (Crab Shabu with Kuroge Wagyu); individual set meals via しゃぶしゃぶ御膳 (Gozen); and add-ons including drink packages (食べ飲み放題), takeout/delivery service, and a dedicated kids menu. The company also runs seasonal campaigns (summer campaigns, Valentine's promotions) and collaborations (e.g., Sixfonia, Side Dish Festival with sister brands), plus an official mobile app. All offerings are supported by multilingual menu services and anniversary/birthday celebration features.

Differentiator

Problem solved

Functional benefit

Products and services

• Shabu-shabu All-You-Can-Eat (しゃぶしゃぶ食べ放題) The flagship all-you-can-eat shabu-shabu dining experience offering over 60 varieties of carefully selected domestic vegetables and premium meats, with courses ranging from Pork Course (3,980 yen) to A5 Wagyu Course (6,880 yen).
• Crab Shabu with Kuroge Wagyu All-You-Can-Eat Course (かにしゃぶ付き黒毛和牛食べ放題コース) Premium all-you-can-eat course featuring black-haired wagyu beef with added crab shabu (zuwai/snow crab) as a special limited offering for Black Wagyu courses and above.
• Shabu-shabu Gozen Set Meal (しゃぶしゃぶ御膳)

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered minor and core.

• Matsuya FoodsminorGTM or Marketing Partner · 23 July 2026Collaboration with Matsuya Foods, Sukiya, Joyfull, and Yoshinoya for the '3rd Side Dish Festival' on the au PAY Market e-commerce platform. Offers discounts up to 65% on products such as Lactobacillus Gyudon, along with 50% point rewards for Ponta Club members. The partnership aims to help customers enjoy restaurant-quality meals at home amid rising food prices.
• SukiyaminorGTM or Marketing Partner · 23 July 2026Collaboration with Sukiya and other Japanese restaurant chains (Matsuya Foods, Joyfull, Yoshinoya) for the '3rd Side Dish Festival' on au PAY Market platform.
• JoyfullminorGTM or Marketing Partner · 23 July 2026Collaboration with Joyfull and other Japanese restaurant chains (Matsuya Foods, Sukiya, Yoshinoya) for the '3rd Side Dish Festival' on au PAY Market platform.
• YoshinoyaminorGTM or Marketing Partner · 23 July 2026Collaboration with Yoshinoya and other Japanese restaurant chains (Matsuya Foods, Sukiya, Joyfull) for the '3rd Side Dish Festival' on au PAY Market platform.
• au PAY MarketminorChannel Partner/ Reseller/ Distributor · 23 July 2026E-commerce platform hosting the Side Dish Festival collaboration with multiple Japanese restaurant chains including Shabu Shabu Onyasai.
• Ponta ClubminorGTM or Marketing Partner · 23 July 2026Loyalty program partner offering 50% point rewards for Ponta Club members during the Side Dish Festival promotion.
• Reins International (株式会社レインズインターナショナル)coreOthersParent company and operator of Shabu-shabu Onyasai brand. Handles PR inquiries at [email protected] and operates company recruitment and HR functions.
• SixfoniaminorGTM or Marketing PartnerMusic collaboration partnership featuring original clear card giveaways with Shabu-shabu Onyasai all-you-can-eat courses. Collaboration sold out quickly and required reprinting/resale due to high demand.

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Mo-Mo-Paradise: Direct shabu-shabu all-you-can-eat competitor operating in Japan and other Asian markets, with an identical AYCE hotpot model and price tiers built around meat and broth quality.
• Shabu-Yo: Japan-based all-you-can-eat shabu-shabu chain with a tiered course structure (pork through premium wagyu) and reservation system that closely parallels Onyasai's offering and customer mix.
• Yakiniku King: All-you-can-eat Japanese meat-focused chain with a similar tiered table-time/price model; competes for the same family and group dining occasions as Onyasai's AYCE format.

Broad incumbents

• Skylark (Gusto): Operates Japan's largest family-restaurant chain (Gusto and others); competes for family dining occasions and uses similar midday discounts and kids/senior pricing tactics.
• Watami: Large Japanese izakaya/restaurant chain with broad menu and AYCE formats; overlaps with Onyasai's group/casual dining use cases across Japan's restaurant industry.
• Kura Sushi: Major Japanese casual-dining chain (conveyor-belt sushi) with strong tech-led operating model and family-friendly positioning that competes for the same value-conscious family diner segment.
• Torikizoku: National yakitori izakaya chain with uniform pricing and a broad customer base; a comparable Japanese casual-dining incumbent positioned for everyday dining occasions.
• Sukiya: Largest gyudon/beef-bowl chain in Japan, also under the Reins International group portfolio; an established casual-dining incumbent with overlapping customer base and promotional ecosystem.
• Yoronotaki: Long-running Japanese casual restaurant and izakaya chain with broad menu including hotpot-style dishes; competes for similar family and group dining traffic.
• Matsuya Foods: Major Japanese gyudon/beef-bowl chain and Side Dish Festival partner; broad casual-dining incumbent competing for the same everyday meal occasions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

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 Shabu-shabu Onyasai