Japanese beef bowl chain Matsuya to open first Singapore outlet
Sign up now: Get ST's newsletters delivered to your inbox
Established in 1966, Matsuya is one of Japan’s three major gyudon chains, alongside Yoshinoya and Sukiya.
PHOTO: THEJAPANODE/INSTAGRAM
- Japanese beef bowl chain Matsuya will open its first Singapore outlet at Suntec City in late October 2026, marking its 60th anniversary and regional expansion beyond Japan.
- Matsuya aims to closely replicate its Japanese menu using imported ingredients, with self-order kiosks replacing vending machines; the outlet will operate from 9am to 10pm and is not halal-certified.
- The opening completes the presence of Japan's three major gyudon chains in Singapore, with plans for further expansion and possible 24-hour operations in the future.
AI generated
SINGAPORE – Popular Japanese gyudon chain Matsuya appears set to make its Singapore debut, with its first outlet opening at Suntec City in late October.
A user posted a photo on social media platform X showing a storefront in Suntec City featuring Matsuya’s logo and the words “Opening in November 2026”.
“It’s not a drill! There’s (a) Matsuya opening in Singapore!” the caption said.
A Matsuya spokesperson told ST on Sept 23 that its first outlet at Suntec City is expected to open in late October.
“This year marks Matsuya’s 60th anniversary,” the spokesperson said. “We’ve been expanding beyond Japan since 2018, and Singapore is our latest – and most significant – step, one we hope will become a foothold for wider regional expansion.”
Established in 1966, Matsuya is one of Japan’s three major gyudon chains, alongside Yoshinoya and Sukiya. Its arrival brings all three major Japanese gyudon chains to Singapore.
Gyudon is a popular Japanese rice dish topped with thinly sliced beef and onions simmered in a mildly sweet sauce made from soya sauce, mirin and sugar.
Matsuya’s staple menu items include gyumeshi (beef on rice) and curry dishes.
The spokesperson said Matsuya had “carefully selected (its) ingredient suppliers to match the taste and quality of their Japanese equivalents as closely as possible”, with key ingredients imported “directly from Matsuya Japan”.
The Singapore outlet will not be halal-certified.
The spokesperson said that the Singapore outlet will launch with the chain’s staple dishes, closely replicating its core Japanese menu, before introducing limited-time and permanent Singapore-specific offerings.
The ordering experience will be similar to that in Japan.
“In Japan, we’ve moved away from the traditional vending-machine ordering system in favour of self-order kiosks, and we’ll be using the same kiosk system here in Singapore,” the spokesperson said.
While Matsuya outlets in Japan are known for operating 24 hours a day, the Suntec City outlet will operate from 9am to 10pm.
The chain plans to expand Matsuya across Singapore and could explore 24-hour operations in the future.
Matsuya has more than 1,200 restaurants in Japan, as well as overseas outlets in mainland China, Hong Kong, Taiwan and Vietnam.
Some netizens wondered how Matsuya would fare alongside Yoshinoya and Sukiya here, while others said they hoped the Singapore outlet would live up to Japan’s standards.
Another Japanese restaurant chain that has sparked excitement locally is Hama Sushi, a major conveyor-belt sushi chain known for its budget-friendly plates.
Recent reports and social media posts suggest that the chain could open outlets at Pasir Ris Mall and Suntec City.