OISHI EATERIUM introduces "ALL YOU CAN EATZAKAYA"

OISHI EATERIUM has unveiled its new concept restaurant, OISHI EATERIUM: "ALL YOU CAN EATZAKAYA", at Bangkok's Samyan Mitrtown Shopping Centre (4th floor), reimagining Japanese dining for contemporary lifestyles. The new concept combines the strength of the "EATERIUM" brand's diverse, premium offerings with Japan's "IZAKAYA" culture of eating, drinking, and sharing, creating a space that offers the ultimate in taste, service, and atmosphere under one roof.

OISHI EATERIUM is repositioning its brand as a more flexible and accessible lifestyle destination, responding to changing consumer behavior, particularly among teenagers, working adults, students and young families. These consumers prioritize choice, value for money and shared experiences over dining purely to satisfy hunger.

Ms. Sasai Tungdajahirun, Managing Director of Oishi Holdings Co., Ltd., said: "At OISHI EATERIUM, we are constantly evolving our menu, food quality, services and in-store experiences to meet the needs of customers across generations. The new 'ALL YOU CAN EATZAKAYA' concept is part of a major rebranding effort, aligning premium Japanese cuisine with a relaxed, fun and friendly dining atmosphere. An open concept allows customers to design their own meals and dining moments."

OISHI EATERIUM at Samyan Mitrtown is designed according to a hybrid restaurant format, giving diners the choice between a comprehensive, value-for-money buffet and an affordable ? la carte menu. This approach is devised to accommodate a wide range of preferences, from casual meals to longer social gatherings, under one roof. The pricing structure reflects this flexibility, catering to both value-conscious diners and those who prefer to select only their favorite dishes.

The buffet is available in three packages: "Sushi Delight", priced at 359 THB++ per person, features more than 50 items, including sushi, rice rolls and appetizers. "Full Selection", priced at 699 THB++ per person, expands the offering to over 100 items, spanning Japanese, Thai and Western dishes, along with desserts and drinks. At the top of the range, "Seafood Paradise", priced at 849 THB++ per person, showcases more than 130 premium seafood items, including river prawns, scallops and oysters.

Each package is carefully crafted to reflect modern dining habits while positioning OISHI EATERIUM as an "affordable premium Japanese brand".

For diners seeking greater flexibility or a more curated experience, an extensive ? la carte menu is also available, with dishes starting from 29 THB++ per plate. Alongside Japanese favorites, the menu also includes Thai and Western selections as well as desserts and drinks. This option appeals particularly to diners who value sharing, socializing and creating memorable moments around the table, especially teenagers and young adults who enjoy turning meals into Instagrammable occasions.

Another standout feature of the restaurant is the drinks station, an open bar where skilled bartenders/mixologists craft visually striking beverages designed to be shared both at the table and on social media. This element adds a new dimension to the dining experience, reinforcing the restaurant's role as a lifestyle destination.

The interior has been completely revamped, using bright, cozy colors that feel both trendy and approachable. Contemporary Japanese-style graphics and neon flex signage create a lively, photogenic background to quick lunches, relaxed dinners, social gatherings with friends and of course, selfies.

Looking ahead, OISHI EATERIUM plans to expand the new concept with a focus on locations that align with consumer lifestyles, rather than simply the size of the space or the number of tables it can hold. The goal is to evolve from a restaurant brand into a shared experience space, reinforcing its position as a Japanese dining brand driven by creativity, trends and adaptability.

"We believe that eating and drinking today are shaped not just by taste and price, but by emotion, enjoyment and participation," Ms. Sasai said. "OISHI EATERIUM is not just about serving Japanese food; it is about creating an experience space where people want to gather, share and return."

The launch of OISHI EATERIUM: ALL YOU CAN EATZAKAYA marks more than a visual or operational refresh. It signals a clear shift in brand vision, recognizing that experience and emotional engagement are now as important as flavor. It also reaffirms OISHI EATERIUM's commitment to sustainable growth in an era of rapidly evolving consumer behavior.

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