Against the backdrop of Thailand’s insatiable appetite for Japanese cuisine, ‘KANORI Hand roll bar’ has carved a unique niche, establishing itself as the nation’s pioneering hand roll destination. In just eighteen months, the brand has rapidly expanded to four locations, generated over 300 million baht in revenue, and set ambitious goals for 20% growth next year, fueled by strategic expansion plans. KANORI’s success highlights a blend of premium ingredients, fresh preparation, and a novel dining experience tailored to modern Thai consumers.
Seizing this momentum, the three Kobkulsuwan siblings – Mr. Panitan, Mr. Paniti, and Ms. Pavitra Kobkulsuwan – identified a unique gap in the market and introduced a novel concept to Thailand: a fusion Japanese restaurant specializing in Temaki Sushi, or hand rolls. Launched in 2023 under the name ‘KANORI Hand roll bar’, the establishment quickly distinguished itself, bringing the interactive and fresh experience of counter-made hand rolls to Thai diners for the first time.
KANORI’s core appeal lies in its commitment to freshness and quality, crafting hand rolls directly at the counter using predominantly premium imported ingredients. This approach not only guarantees a superior taste experience but also offers a visual element reminiscent of omakase dining, yet delivered with the speed and convenience demanded by contemporary lifestyles.
Mr. Paniti Kobkulsuwan elaborated on the initial vision and the associated challenges: “The siblings were inspired to launch this type of Japanese restaurant while it was still relatively new and unfamiliar to Thai people. Establishing their restaurant was a challenging endeavor, as they had to educate customers about hand rolls and anticipate the rising trend in Japanese food consumption in Thailand.” The family’s passion for Japanese cuisine, coupled with meticulous research and development focused on perfecting rice recipes and preparation techniques, laid the groundwork for their venture. Their ambition was clear: to be the definitive “First Mover” in this nascent market segment.
The initial leap of faith paid off handsomely. Debuting at Soi Sukhumvit 49, KANORI received immediate acclaim. This success spurred rapid expansion, and within a remarkably short span of just one and a half years, the brand grew to encompass four strategic locations: Sukhumvit 49, EmQuartier, Central Embassy, and its newest branch at IconSiam. This swift growth trajectory serves as a testament to the concept’s resonance with consumers.
“We aim to bring something entirely new to the table, something never attempted before. Our methods and ideas go beyond traditional textbooks, incorporating the dynamics of the modern world to offer a fresh perspective. It’s fair to say that the ‘KANORI Hand roll bar’ was the First Mover in establishing the hand roll industry in Thailand,” Mr. Paniti stated, emphasizing their innovative spirit.
Addressing the competitive landscape, Ms. Pavitra Kobkulsuwan noted the intense pressure within the Thai Japanese food market, particularly concerning pricing. “Thai consumers are increasingly drawn to offerings that provide good value for money or ‘reasonable prices’,” she observed, adding that simplicity and ease are also crucial factors. She believes KANORI’s combination of flavourful, high-quality ingredients and the inherent speed and convenience of hand rolls positions the brand perfectly to align with evolving Thai culinary preferences.
Ms. Pavitra further detailed the strategy underpinning their success: “The key to our success as Thailand’s first hand roll restaurant, and our ability to expand to four locations, lies in researching consumer insights, understanding customer needs, and focusing on delivering value rather than maximizing profit margins. This approach has been the main reason customers continue to return to our restaurant.” She highlighted the unique “semi-omakase ambiance” offered at an accessible price point, attracting a diverse clientele from young children to adults. Crucially, their commitment extends to delivery, ensuring even takeaways retain the premium quality, particularly the signature crispness of the seaweed – a detail that sets them apart.
Looking ahead, KANORI shows no signs of slowing down. Mr. Panitan Kobkulsuwan revealed ambitious plans for the future: “The ‘KANORI Hand roll bar’ is set to expand further in the third quarter. Our focus will be on opening new branches in high-end department stores in Bangkok as our primary locations, while also exploring opportunities in major cities. This will allow Japanese food enthusiasts to savor our fresh and delicious offerings for longer.” This strategic expansion aims to bring the KANORI experience to an even wider audience of discerning diners.
Financially, the brand has already achieved a significant milestone, generating over 300 million baht in revenue since its inception. Buoyed by this success and their robust expansion strategy, KANORI is targeting a further 20% increase in revenue for 2025 compared to the previous year, signaling strong confidence in their continued growth trajectory.
The ‘KANORI Hand roll bar’ operates under the umbrella of THAISAKOL ESTATE Co., Ltd.. This parent company also manages a portfolio of other successful hospitality ventures, including Kay’s, known for its brunch offerings; Day by Kay’s, focusing on beverages and pastries; and the K Maison hotel, lauded for blending modern aesthetics with local character. This diversified structure provides a solid foundation for KANORI’s ongoing development.
For those seeking a premium hand roll experience combining quality ingredients, a fresh approach, and an omakase-inspired atmosphere, KANORI Hand roll bar offers a compelling destination across its Bangkok locations.
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