Sushi, a beloved Japanese cuisine, continues to captivate taste buds across Thailand, evolving from luxurious omakase experiences to accessible options in shopping malls and street food stalls.

This surge in popularity is evident in social media trends, where consumer engagement related to sushi has increased, showcasing a vibrant culinary landscape around this traditional dish.

Data collected from social media platforms between February 1 and March 15, 2023, reveals that SUSHIRO has emerged as one of the most talked-about sushi brands online, achieving an engagement rate of 48%.

This statistic highlights the rising trend of conveyor belt sushi, appreciated for its convenience, speed, and easy access.

Similarly, Katsu Midori, another Japanese conveyor belt sushi chain recently entering the Thai market, has garnered quick interest, reaching an engagement rate of 18%, indicating a growing footprint in the sushi conveyor belt segment.

Thai brand SHINKANZEN also maintains a strong presence in the market, catering to consumers desiring quality sushi at affordable prices with an engagement rate of 12%.

Premium sushi brands like Kouen (9%) and Maguro (7%) also resonate with customers seeking high-quality options, demonstrating that there are robust loyal customer bases across various sushi offerings.

In addition, while other sushi brands make up 6% of engagement, they too showcase a steady clientele and a consistent social media presence, emphasizing the diversity and potential for growth within the sushi market in Thailand.

This diversification includes conveyor belt sushi, premium sushi, and more traditional offerings, catering to a wide array of consumer preferences.

Online discussions reveal that consumers prioritize 'freshness' above all, reflecting the expectation that quality sushi should be made from high-standard, fresh seafood prepared with care.

Additionally, the term 'premium' frequently appears in conversations, indicating that many consumers are not satisfied with ordinary sushi but seek high-quality ingredients that meet excellent standards, often looking for authenticity resembling traditional Japanese preparations.

Another significant factor discussed among consumers is the value proposition, with terms like 'worth it' and 'good value' frequently appearing in conversations about sushi.

This highlights consumers' desire for balanced offerings between quality and price, suggesting that even as sushi is considered a premium food, there remains a demand for reasonable pricing.

The concept of 'all-you-can-eat' also garners attention, reflecting the popularity of sushi buffets among consumers who appreciate quantity and value.

Thus, it is apparent that diners value not just freshness and quality but also cost-effective options that allow for substantial meals.

Salmon sushi remains the favorite choice among consumers, comprising 27% of online mentions.

Its appeal lies in the quality and flavor of fresh salmon, which is both nutritious and widely preferred.

Ebi sushi (shrimp) follows as a close second at 20%, loved for its sweet taste and firm texture, often enhanced by sauces.

Meanwhile, crispy chicken sushi, a fusion option, stands at 15%, catering to those who may prefer alternatives to raw fish, showcasing a blend of traditional sushi with contemporary flavors.

Other options that attract consumer attention include tuna sushi (9%), mackerel sushi (7%), eel sushi (6%), and squid sushi (6%).

Collectively, these reflect a growing interest in various sushi types amid a rapidly evolving market.

The rise of conveyor belt sushi is evident from the strong social media presence and consumer experiences shared online.

Key factors contributing to this trend include:

• Convenience: Diners appreciate the ability to select plates directly from the conveyor, ideal for quick meals without the wait associated with traditional ordering.

• Affordability: Conveyor belt sushi offers various price points, enabling consumers to dine according to budget without extravagant spending.

• Variety: The diverse range of menu options, including traditional and fusion styles, attracts a broad audience with varied tastes.

• Excitement: The rotating selection on the conveyor encourages customers to try new dishes, enhancing the dining experience by allowing them to see food before selection.

• Technological integration: Some establishments employ modern technology, such as tablets for orders and efficient serving systems, which further streamline the dining process.

• Welcoming atmosphere: The layout often accommodates both individuals and groups, catering to different dining preferences and making it viable for casual or social eating occasions.

While some restaurants may experience long queues, many consumers are willing to wait, drawn by the value, quality, and enjoyable experience that conveyor belt sushi restaurants provide.

This trend illustrates a shift in how sushi is integrated into everyday dining, transitioning from a special occasion meal to a more frequent choice for consumers in Thailand.