Matsuya rapidly expands to 3 stores in Vietnam — the full picture of its "localization strategy" of turning com tam into a menu item

Gyudon chain Matsuya has expanded to three stores in a little over a year since first landing in Ho Chi Minh City in November 2024, and is aiming for more than 100 stores by 2027. The key to its success lies in a localization strategy that has turned com tam (broken rice with pork) into a menu item.

Rapid expansion since its ASEAN debut

Matsuya Foods made its ASEAN debut at mPlaza Saigon in District 1 of Ho Chi Minh City in November 2024. It opened a second store in Binh Thanh District in December, and in June 2025 opened a third store operating 24 hours a day at Saigon Sky Garden, the heart of the Japanese expatriate district. It has an ambitious plan to reach four stores within 2025, 10 stores by 2027, and ultimately 100 to 1,000 stores.

The impact of com tam-style pork rice

The biggest feature of Matsuya Vietnam is that it has introduced "com tam (broken rice)-style pork rice" as its own original menu item. Com tam is a signature everyday dish in Vietnam, made from broken rice topped with charcoal-grilled pork and nuoc mam (fish sauce). Matsuya has adapted this into the cooking operations of a gyudon chain, serving it under Japanese quality control standards. It strikes a delicate balance, letting Vietnamese customers feel a familiarity with their own country's flavors while experiencing Japanese-quality service.

Pricing strategy and target segment

Matsuya Vietnam's gyudon costs about 70,000-90,000 VND (approximately 420-540 yen), higher than local eateries (30,000-50,000 VND) but significantly cheaper than Japanese restaurants (150,000-300,000 VND). This mid-price tier appeals to Vietnam's emerging middle class, who value quality while also seeking affordability.

The strategic significance of 24-hour operation

The 24-hour operation of the third store is a differentiating factor in Vietnam's food service market. Ho Chi Minh City is a lively city well into the late night, and demand for late-night meals is substantial. In Vietnam, where convenience stores are still underdeveloped, a 24-hour restaurant can occupy a unique position.

Implications for Japanese restaurant chains

Matsuya's case offers three lessons for Japanese restaurant chains expanding into Vietnam. First, bold localization that incorporates a popular local dish into the menu. Second, finding the optimal landing point between Japanese quality and local price levels. Third, an operating strategy matched to the local rhythm of life.

Outlook

Whether Matsuya's rapid expansion continues will depend on building its supply chain and developing personnel. Once it exceeds 10 stores, stable ingredient sourcing and staff quality control become challenges. Still, having gained traction with its initial three stores, Matsuya's localization model points to the potential of Japanese restaurant chains in the Vietnamese market.

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