Crunch time: Competition heats up as tonkatsu restaurants up their game

SINGAPORE – Tonkatsu is sizzling its way to a crunchy comeback, with new entrants and established players refreshing their menus with an emphasis on the quality and value of Japanese fried pork cutlets.

Recent openings include Shin Katsu in Tanjong Pagar and popular South Korean chain Tonshou’s second outlet at Suntec City.

Long-time home-grown tonkatsu chain Gochi-So Shokudo, established in 2014, has launched Gochiya, a teppanyaki and tonkatsu offshoot. Meanwhile, local restaurant chain Tonkatsu ENbiton has introduced tonkatsu gozen boxes, styled after traditional Japanese meal sets designed to offer a balanced, complete dining experience.

Even beef cutlet chain Gyukatsu Kyoto Katsugyu has joined the katsu fray by opening its second outlet at One Holland Village.

Renewed interest in tonkatsu is driven by the focus on premium pork cuts, the pursuit of a light, crisp panko crust with holding power, and precise technique to balance crunch and tenderness.

At Shin Katsu, a tonkatsu joint which opened in July, chef-partner Matsubayashi Masato, 45, curates globally sourced premium pork cuts to showcase the best of international and Japanese culinary traditions.

In his pursuit of the perfect tonkatsu, each piece of pork is sliced precisely to a weight and size by his kitchen team. The cutlets are cooked to a tender pink centre to retain moisture and deliver a juicier, more flavourful result.

Tonshou, which opened its first outlet in Tras Street in December 2024, launched its second at Suntec City in September. On its menu, the concept offers Hokkaido Kurobuta, which has a well-balanced fat-to-protein ratio. Tenderloin and loin cuts are aged for 10 days to tenderise the muscle fibres, enhance flavour and retain juiciness. 

Chefs at both outlets follow a four-stage process for preparing Tonshou’s signature cutlets. Low-temperature cooking seals in juices, while brief frying at high heat keeps the panko coating light and crisp. A final step of charcoal grilling removes excess oil and imparts a smoky aroma.

Tonshou’s manager Lee Haesung, 31, believes that the brand’s successful Singapore launch has helped drive the renewed tonkatsu trend.

“We welcome the competition, as it shows that there are passionate founders and customers who care deeply about tonkatsu,” he says.

In response to increasing competition and to offer diners better value, Tonkatsu ENbiton – which launched at VivoCity in 2023 and now has six outlets – refreshed its menu in October.

The brand’s signature katsu, served with non-fried proteins and accompaniments such as tofu, candied sweet potato and tonjiru soup, comes in elegant Japanese gozen boxes that offer a complete selection of Japanese favourites in one meal. Prices start at $25++ for the Saba and Katsu Moriawase Gozen.

Rising consumer expectations

Ms Krisstle Ganison, 33, marketing manager of Tonkatsu ENbiton, says: “Each tonkatsu brand now has its own unique position, cooking style and unique selling point, and pricing is highly competitive.”

She attributes the renewed appetite to high travel traffic to Japan, with diners seeking to experience popular Japanese food trends brought directly to Singapore.

She adds: “Today’s customers expect freshly prepared dishes, thoughtful presentation, good value for money and high-quality ingredients.”

At Tonkatsu ENbiton, key ingredients imported from Japan include Hokkaido pork and airy panko from Saitama.

Mr Kelvin Ong, 48, chief executive of Eurasia Global Food, which operates Gochiya, observes: “The 2025 trend focuses more on ingredient provenance, and cooked-to-order dining and presentation that highlight texture, temperature and freshness.”

But he notes that the market has become increasingly crowded, with the tonkatsu trend having peaked between early and mid-2025 and growth is expected to stabilise. He believes the trend is likely to taper off within the next one to two years, but there will still be room for players who continue to evolve with fresh ideas, premium ingredients and differentiated dining formats.

“Only brands that innovate and maintain strong brand identity will stay relevant as overall demand normalises,” he says.

Shin Katsu: Technique-driven tonkatsu

Where: 84/86 Tanjong Pagar Road
Open: 11am to 3pm, 5 to 9.30pm daily
Tel: 8825-8311
Info:

@shinkatsu.sg on Instagram

After 14 years at Japanese Western chain Ma Maison, where he rose to executive chef, chef Matsubayashi Masato, 45, left to fulfil his dream of creating an elevated tonkatsu experience. Born in Osaka and raised in Chiba, he came to Singapore in 2011 to work at Ma Maison.

His interest in tonkatsu was sparked in Spain at age 25, when he worked at a Japanese restaurant there.

Shin Katsu, opened in July, is a partnership between chef Masato and food and beverage (F&B) management firm The Gourmet Factor. The 1,500 sq ft restaurant seats 45 diners, and takes pride in using premium pork which is aged and seasoned with salt and pepper.

Chef Masato uses nama panko from Japan, chosen for its larger, airier crumbs that create an ultra-light and crunchy cutlet exterior.

From Nov 1, the restaurant added Hokkaido Sangenton rosu and hire cuts to its pork selection. These have fine marbling, with fat that enhances tenderness and delivers clean, mild sweetness.

Go for the Sangenton Rosu Katsu Set ($32.80++) featuring a pork loin cutlet, or the Sangenton Hire Katsu Set ($33.80++) with pork tenderloin as the centrepiece. Both come with refillable miso soup, cabbage and housemade pickles. A highlight is the charcoal-grilled Hokkaido rice cooked in a Kamado Joe ceramic grill.

Tonshou: Tonkatsu chain from Busan

Where: 02-473 Suntec City Tower 2, 3 Temasek Boulevard
Open: 11am to 9pm daily
Tel: 8823-4408 
Info:

@tonshou_sg on Instagram

Busan-born tonkatsu restaurant Tonshou, a Japanese concept founded and operated by South Koreans, made a splash in Singapore with its first outlet in Tras Street in December 2024. The success of its debut, which drew long queues, led to a second, 60-seat outlet opening at Suntec City in September. The brand, which began in 2019, has four outlets in South Korea.

Operated by Gold Moon Restaurant Group, Tonshou incorporates Korean elements such as serving kimchi for a distinctive dining experience. Recipes used at its Singapore outlets are the same as those in South Korea.

Exclusive to the Suntec City outlet is the Hokkaido Kurobuta Rosu Katsu ($34++), nicknamed the Blackpink Tonkatsu for its visually striking black crust and pink centre. The charcoal breadcrumbs are imported from South Korea. The set includes unlimited refills of chilled corn soup, miso soup, rice, kimchi and cabbage salad.

For a lighter option, the Hire Katsu Set ($28++) features a premium Australian pork tenderloin cutlet prized for its tenderness and clean flavour. It comes with the same sides as the other sets.

Diners can pair their katsu with condiments such as Maldon sea salt, wasabi, wholegrain mustard and lemon kosho, a Japanese citrus-and-chilli paste that adds a bright, spicy kick.

Tonkatsu ENbiton: Balanced set meals

Where: 01-16 Jem, 50 Jurong Gateway Road 
Open: 11am to 10pm daily
Tel: 6334-7633
Info:

tonkatsu-enbiton.com.sg/locations

Since its inception in 2023, Tonkatsu ENbiton has offered premium pork options such as Yuzu pork – featuring cuts from pigs fed with yuzu – and now, Shirakaba pork from Hokkaido. The pigs are raised in cold, stress-free conditions, producing quality meat.

Named after the white birch tree, Hokkaido Shirakaba pork is tender, juicy and full of natural flavour. Lightly seasoned with salt and pepper, the pork is coated in airy panko from Saitama and deep-fried at precise temperatures to achieve a crisp exterior and yielding interior. The panko’s fluffier texture creates a delicate, golden crust that stays light and crisp.

The Unagi & Katsu Moriawase Gozen ($27++) pairs grilled eel with half-portions of Hokkaido pork loin and fillet, plus one prawn katsu. It comes with a selection of sides including mentaiko cold tofu, daigaku imo (candied sweet potato), edamame, pickled cherry tomato, cabbage, arugula, pickles and tonjiru soup.

Pork lovers can go for the Hokkaido Buta Nikomi & Katsu Moriawase Gozen ($27++), which features Hokkaido pork stew along with the same trio of katsu items and accompaniments.

Gochiya @ Westmall: Farm-to-table supply chain advantage

Where: B1-14 West Mall, 1 Bukit Batok Central
Open: 11.30am to 9.30pm, Sundays to Thursdays; 11.30am to 10pm, Fridays and Saturdays
Info:

@gochiyaofficial on Instagram

Launched in April 2025, Gochiya is the latest concept from Eurasia Global Food, a local company which specialises in premium pork manufacturing and distribution. It operates a 63,000 sq ft food-processing facility in Tuas and manages several F&B brands, including tonkatsu chain Gochi-So Shokudo, established in 2014, now with 13 outlets islandwide.

Gochiya offers a more interactive, elevated dining experience, featuring tonkatsu served on heated teppanyaki plates at the table. Each order of Japanese Akita rice is cooked individually – an eight-minute process – and diners are served chawanmushi while they wait.

Drawing from the company’s advantage in pork supply, Gochiya’s menu predominantly features Iberico and Duroc pork imported from Spain and Mexico. Depending on seasonality, the restaurant also introduces other premium breeds such as Berkshire Kurobuta and chestnut-fed pork during monthly promotions.

The signature Thick Iberico Loin Katsu Set ($19.90++) highlights naturally aged Iberico pork loin, served with chawanmushi, vegetables including white corn, Japanese pumpkin and Japanese sweet potato, and rice cooked to order.

For something heartier, the Signature Hamburg Combo ($22.90++) blends Rubia Gallega beef with premium pork for a juicy patty seared to 80 per cent doneness before being served on a sizzling teppan plate. Diners can finish cooking the meat to their preferred doneness and top it with mozzarella for extra indulgence.

Gyukatsu Kyoto Katsugyu: Beef cutlets with Kyoto flair

Where: 02-46 One Holland Village, 7 Holland Village Way
Open: 11am to 10pm daily
Info:

@gyukatsu_kyotokatsugyu_sg on Instagram

Beef lovers can satisfy their cravings at Gyukatsu Kyoto Katsugyu, which opened its second Singapore outlet at One Holland Village in August. Its first Singapore outpost opened at Raffles City in September 2024.

The Kyoto-based brand, which has over 70 outlets worldwide, was founded in 2014 and is known for serving beef cutlets deep-fried at high heat to achieve a crisp golden exterior and medium-rare centre. Premium beef cuts are sourced from Japan, Australia and the United States.

Each cutlet is coated in the brand’s koromo batter – a secret blend of breadcrumbs, flour and egg wash – and fried in fresh oil changed daily for clean, crisp flavours. Diners can further sear the beef to their preferred doneness using a traditional Japanese konro (earthenware grill) provided at each table.

Go for the Half And Half Set – Sirloin And Tenderloin Gyukatsu Zen ($29++), which combines sirloin’s rich marbling and tenderness with the leaner, clean-tasting tenderloin.

For a bolder experience, the Half And Half Set – Chuck Flap And Beef Tongue Gyukatsu Zen ($35++) features the melt-in-the-mouth Haneshita cut and thick-cut beef tongue with a savoury chew.

Exclusive to the Holland Village outlet is the Minced Wagyu Sando ($12.50+), available for takeaway from Mondays to Fridays, 11am to 5pm. The sandwich features a 100g minced wagyu patty coated in Gyukatsu’s houseblend sauce and paired with shredded cabbage tossed in tangy yuzu dressing, offering a juicy, balanced bite.