Shogun Burger, a popular Japanese burger chain, debuts in Vietnam with its first outlet

Shogun Burger, a popular Japanese burger chain, debuts in Vietnam with its first outlet

The renowned Japanese burger chain, Shogun Burger, has recently expanded internationally by opening its first store in Vietnam in July. Situated in Ho Chi Minh City’s Binh Thanh district, the restaurant aims to attract both the local Japanese community and the growing tourist market. Alongside its signature burger offerings, Shogun Burger will introduce a range of exclusive burger options tailored to Vietnamese tastes, featuring unique combinations such as a fusion of premium Japanese and Vietnamese beef, as well as a limited-edition Banh Mi Burger.

Established in 2016, Shogun Burger currently operates 11 locations in Japan, consisting of company-owned and franchised outlets. The chain is owned by Ganesha, a company based in Toyama. Shogun Burger has received numerous accolades, including the prestigious Japanese Burger Champion title and a top-ten ranking at the World Food Champion’s competition last year. One of its outlets in Tokyo’s Shinjuku district gained significant online attention for offering samurai sword burgers for a limited time. These miniature swords, used as unconventional dining utensils, enhanced the overall experience. The meal package, priced at ¥4,300 (approximately $30.97), included a choice between the Honnoji Incident burger or a cheeseburger, accompanied by a beverage, fries, and a mini samurai sword.

While pricing details for Shogun Burger’s Vietnam venture have not been disclosed, the chain’s Japanese offerings typically range from ¥1,400 to 2,800 ($10.08 to $20.17) per burger. Prior to Shogun Burger’s entry, Vietnam had already become a sought-after destination for several globally renowned burger chains, such as McDonald’s and Burger King. However, despite the popularity of bread-based cuisine in the country, these chains have faced challenges in expanding their market presence. For example, McDonald’s operates only around 32 stores in Vietnam after seven years, and Subway, with its extensive global network of 44,000 outlets across 100 countries, has managed to open just one store in Vietnam over a decade.

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