Japan’s Torikizoku Opens First Philippine Store as Yakitori Expansion Begins in Manila

Summary

Japanese yakitori chain Torikizoku has opened its first Philippine store in Manila. The company is targeting the country’s strong chicken market and hopes to make yakitori culture more widely known. Each menu item is priced at 190 Philippine pesos, following Torikizoku’s familiar uniform-price system in Japan. President Tadashi Okura said he hopes the restaurant will become a welcoming place where people can connect. The Manila launch follows Torikizoku’s entries into Vietnam and Singapore. The company plans to add more Manila locations and eventually expand across the Philippines. Read the full article for more on Japan’s growing food-service presence in Southeast Asia.

Japan’s Torikizoku Opens First Philippine Store as Yakitori Expansion Begins in Manila

Torikizoku brings Japanese yakitori culture to Manila

Japanese yakitori izakaya chain Torikizoku has opened its first store in the Philippines, marking the company’s latest step in its Southeast Asian expansion. The Manila outlet began operations on the 12th, introducing the brand’s grilled chicken dishes and Japanese-style izakaya dining to local customers.

Torikizoku aims to establish yakitori culture in the Philippines, where chicken consumption remains strong. The company plans to increase the number of stores in Manila before eventually expanding across the country. The move reflects growing international interest in Japanese food, particularly casual dining concepts that combine approachable prices with a distinctive cultural experience.

A familiar Japanese pricing concept

The Manila restaurant will use the same uniform-price system that has helped Torikizoku build recognition in Japan. Each item is priced at 190 Philippine pesos including tax, equivalent to approximately 480 Japanese yen. This straightforward pricing model allows customers to order a range of dishes without having to calculate different prices for every menu item.

Uniform pricing is one of Torikizoku’s most recognizable features in Japan. It supports a relaxed dining atmosphere and makes the restaurant accessible to groups of friends, families and colleagues. For customers discovering the chain overseas, the format also offers a simple introduction to a key part of contemporary Japanese food culture: casual, social dining centered on shared dishes and conversation.

Creating a place for people to connect

Tadashi Okura, president of Eternal Hospitality Group, which operates Torikizoku, attended the opening ceremony in Manila. He said he hoped the restaurant would become a gathering place where local residents could feel at home and connect with one another.

That goal reflects the role of an izakaya in Japan. While often translated as a Japanese pub, an izakaya is more than a place to drink. It is a casual restaurant where customers can enjoy grilled foods, small dishes and beverages in a communal setting. Yakitori—skewered chicken grilled over heat—is especially well suited to this style of dining because dishes can be shared and ordered gradually.

Third Southeast Asian market for the chain

The Philippines is Torikizoku’s third Southeast Asian market. The company entered Vietnam in April and Singapore in June, building a regional presence in a relatively short period. Its expansion demonstrates how Japanese restaurant brands are adapting familiar domestic concepts for international customers while preserving key elements of their identity.

Manila provides an important starting point because it is the Philippines’ capital and a major center for business, tourism and international culture. By establishing several locations in the city, Torikizoku can develop brand awareness and learn more about local customer preferences before considering a broader national rollout.

The company’s Philippine strategy will be closely watched as Japanese cuisine continues to gain popularity around the world. Torikizoku’s challenge will be to balance consistency with local market needs, ensuring that its food, service and welcoming atmosphere remain recognizably Japanese while appealing to Filipino diners. If the Manila launch gains momentum, the brand could help make yakitori a more familiar part of the Philippines’ diverse dining scene.