日本知名的居酒屋品牌「鳥貴族」積極進軍中國市場，並計劃在上海及其他城市大規模展店。鳥貴族以「平價高品質」的烤雞串（燒鳥）聞名，是日本居酒屋文化的重要代表之一。品牌成立已超過四十年，在日本本土擁有極高知名度與穩固的客群。2025年8月25日，鳥貴族正式在上海青浦萬達開出門店，這是繼今年2月在上海開設中國大陸首店之後的另一個里程碑。據報導，首店的營業狀況相當良好，吸引不少消費者排隊光顧。

Eternal Hospitality Group社長大倉忠司在出席香港分店開幕活動時接受媒體採訪，透露對中國市場的宏大計劃。他表示，雖然沒有設定明確的時間表，但公司已經確立具體展店目標：在今年內完成7家門店，並在2026年之前達到17家。長遠來看，他更提出要在上海將店數擴張至100家的願景。除了上海，大倉還明言計畫進駐中國大陸其他城市，藉由鳥貴族「高性價比」的優勢，加快拓展市場的速度。

值得注意的是，中國大陸目前正處於房地產低迷、消費力不足、甚至有通貨緊縮趨勢的經濟環境。然而，大倉卻將此視為進場良機。他舉例，像是日本大型家具零售商NITORI（宜得利）與平價餐飲品牌薩莉亞（Saizeriya）都在中國持續擴張版圖。原因在於中國消費者的支出習慣正在轉型，更重視「高性價比」的選擇，而鳥貴族正好符合這一需求：以實惠的價格提供穩定品質的料理與用餐氛圍，能在當前的經濟環境中獲得優勢。

整體而言，鳥貴族的戰略並非單純複製日本的模式，而是瞄準中國市場的現實情況，主打「親民消費 × 品質穩定」，再結合日本居酒屋文化所帶來的新鮮感，來吸引都市白領與年輕族群。大倉的計畫若能順利推進，不僅將改變中國居酒屋市場的格局，也可能帶動中日餐飲品牌在中國的另一波「平價消費競爭」。

Yakitori Chain Torikizoku Expands Aggressively in China, Eyes 100 Stores in Shanghai

On August 25, the legendary Japanese yakitori chain Torikizoku, with a history of over 40 years, officially opened its new outlet at Qingpu Wanda in Shanghai. The brand, famous for its affordable yet high-quality skewers and izakaya-style dining, is accelerating its expansion in mainland China.

Eternal Hospitality Group president Tadashi Ōkura, who oversees the Torikizoku brand, revealed in an interview with Japanese media during the opening of Torikizoku’s second Hong Kong location in August that the company plans to significantly expand its presence in China. “We have already decided to open seven stores by the end of this year and reach 17 stores by 2026,” Ōkura said. He also emphasized the long-term vision of expanding to 100 stores in Shanghai alone, while actively exploring entry into other major cities across the mainland.

The move comes at a time when China is grappling with sluggish consumption and deflationary pressures, partly due to a struggling real estate sector. Yet Ōkura sees this economic climate as an opportunity rather than a challenge. He pointed to Japanese companies such as Nitori, the affordable furniture giant, and family restaurant chain Saizeriya, which have both been steadily growing in the Chinese market. The key, he noted, lies in offering high cost-performance value—a model that resonates strongly with today’s cautious Chinese consumers.

Torikizoku’s strategy aims to leverage its “affordable yet reliable quality” brand identity, while introducing the Japanese izakaya experience as a cultural novelty in China. The chain targets young professionals and urban diners seeking a casual but consistent dining option.

If Ōkura’s ambitious expansion plan succeeds, Torikizoku could not only reshape the yakitori and izakaya dining landscape in China but also intensify the wave of price-conscious competition led by Japanese brands in the broader Chinese food service industry.