Central Restaurants Group Co., Ltd. (CRG) is strengthening its position in the Japanese dining market with a bold rebranding of Ootoya, elevating the brand into the premium segment. The new flagship store, OOTOYA TOKUSEN, now open on the 6th floor of CentralWorld, caters to health-conscious, premium customers while redefining the authentic Japanese dining experience in Thailand.
Thirawat Loetthiraphan, Head of Asian Cuisine, Central Restaurants Group Co., Ltd. (CRG), said: ‘The launch of OOTOYA TOKUSEN marks a significant milestone in Ootoya’s transformation and paves the way for full-scale growth in the premium dining segment. Thailand’s Japanese restaurant market continues to show strong potential, particularly among younger consumers who value both quality and worth. This rebranding enhances the overall dining experience and strengthens Ootoya’s position as a premium, health-focused Japanese restaurant while staying true to its authentic roots. The new menu highlights authentic Japanese dishes crafted with carefully selected ingredients, ensuring freshness and quality in every dish. Complementing the cuisine is a contemporary restaurant design that embodies the new era of Ootoya.’
The concept of ‘OOTOYA TOKUSEN’ draws inspiration from the Japanese characters ? (Toku), meaning ‘special,’ and ? (Sen), meaning ‘selected.’ Together, they reflect Ootoya’s commitment to curating the finest ingredients for a truly distinctive dining experience.
The highlight of the launch is the Premium Set Menu, introducing eight new dishes thoughtfully crafted with health and balance in mind-from appetisers to desserts. Each set offers both variety and nutrition while preserving authentic Japanese flavours. Staying true to Ootoya’s tradition, every meal includes unlimited rice and complimentary hot or cold green tea, reaffirming the brand’s hallmark hospitality.
OOTOYA TOKUSEN Menu Highlights
Charcoal-Grilled Shima Hokke Tokusen Set (THB 679) – Premium deep-sea Shima Hokke, charcoal-grilled to perfection for a rich, smoky aroma, served with Hijiki seaweed rice for a wholesome balance of flavours.
Charcoal-Grilled Salmon Ochazuke Tokusen Set (THB 499) – A comforting, nutritious Ochazuke dish featuring tender salmon over rice, paired with savoury dashi soup.
Negi Toro Hamburg Donburi Tokusen Set (THB 599) – A flavourful Negitoro-style hamburger topped with a rich pickled egg yolk sauce for perfect harmony of taste and texture.
Hida Wagyu A5 Sukiyaki Tokusen Set (THB 759) – Premium Japanese A5 Wagyu beef, freshly prepared on a traditional Hida grill, served with side dishes and premium sashimi for an indulgent dining experience.
Thailand’s Japanese restaurant market continues to expand steadily, with forecasts indicating over 3% year-on-year growth by 2025. In response to rising competition in the full-service dining sector, Ootoya is accelerating the rollout of the OOTOYA TOKUSEN format. The first flagship branches-at CentralWorld and Central Pinklao-are strategically positioned in prime destinations to serve premium customers seeking a new benchmark in Japanese dining.
The launch of OOTOYA TOKUSEN marks a pivotal step in elevating Ootoya’s brand image and redefining its customer experience. By blending authenticity, health-conscious menus, and a contemporary premium concept, Ootoya reinforces its position as a trusted and distinctive Japanese restaurant brand poised for growth in Thailand’s evolving premium dining market.