Tonkatsu MAISEN
Overseas Franchise
Expansion Status
| Products and Services Offered | Tonkatsu Sets, Tenderloin Cutlet Sandwiches (Hire-katsu Sand), Rice Bowls (Premium casual dining format) |
|---|---|
| Countries of Overseas Expansion | Thailand / Philippines / Indonesia / Malaysia (As of January 2026) |
| Number of Overseas Locations | 15 locations* (As of January 2026) |
| Franchise Contract Type | Master Franchise Agreement |
60 Years of Craft.
Suntory's Network Behind It.
Founded in Aoyama, Tokyo, in 1965, "MAISEN" is a world-renowned tonkatsu specialty restaurant. Since 2008, it has been part of the Suntory Holdings group, operating under a stable and robust management foundation.
In its overseas expansion, MAISEN has established strategic partnerships with leading local corporations, such as "S&P Syndicate" in Thailand and "Suyen Corporation" in the Philippines. The "credibility" associated with being part of the Suntory Group—a global beverage giant—provides a significant advantage when negotiating with international developers and investors. This environment makes it easier to secure prime real estate in prestigious locations and facilitate alliances with major local enterprises.
Key Features of
the Overseas Franchise
The Sandwich
That Sells Between Meals.
While takeout is often a secondary focus for many tonkatsu restaurants, MAISEN’s "Hire-katsu Sand" (Tenderloin Cutlet Sandwich) is a powerful flagship product that customers specifically seek out.
Through decades of research since its founding, the brand has established manufacturing know-how that maintains the softness of the meat and the texture of the bread even after time has passed. This allows the brand to capture demand for "souvenirs" and "premium snacks" even during non-peak dining hours (idle time). The ability to achieve high sales efficiency per square foot without relying solely on seat occupancy is a clear competitive advantage over other chains.
Soft Enough to Cut
with Chopsticks. Priced to Match.
While many competing Japanese tonkatsu chains target the "daily meal" market, MAISEN has established itself as a "full-service premium restaurant."
The brand’s hallmark—"tonkatsu so tender it can be cut with chopsticks"—is achieved through meticulous preparation techniques, providing an experience that justifies a higher price point. As demonstrated by its presence in luxury malls in Thailand, the business model avoids price competition by targeting the wealthy and upper-middle class, aiming for high profit margins.
Local Muscle. Japanese Standards.
The international strategy involves partnering with Master Franchisees who possess deep knowledge of local business customs. While the headquarters focuses on "taste and quality" management, local professionals handle store development and recruitment.
Risks such as "market misfit" or "supply chain delays," which are common barriers to overseas entry, are mitigated by leveraging the infrastructure of major local partners. By combining Japanese-style quality control with the operational capabilities of local firms, MAISEN ensures a highly reliable business expansion.
Reviews from Store Visitors
“I really enjoyed black pork fillet tonkatsu. It’s really fresh and variety of sauce also attractive.”
"My favorite menu is Toku Katsu, it is the best Katsu (crispy and soft inside). You can literally cut it with chopsticks because it's that soft."
“Location is convenient and is situated next to a BTR station. Tender tonkatsu and free serving of sliced cabbages. There are inductions on how to use the various sauces. Price is reasonable.”
“Casual place for my lunch.I felt good culture of Japan here.Without being asked, customers’ expectations are guessed and fulfilled.”
“Had their lean loin tonkatsu! It was soft and juicy!”
Tonkatsu MAISEN
Company Information
| Brand Name | Tonkatsu MAISEN |
|---|---|
| Company Name | Izutsu Maisen Co., Ltd. |
| Head Office Location | 4-8-5 Jingumae, Shibuya-ku, Tokyo, Japan |
| Date of Establishment | December 1965 (Established) |
Perfect for Any Day.
I was honestly surprised to see how the signature "Hire-katsu Sand" has become such a stylish, must-have gift! Since it stays delicious even when cold, it’s the kind of treat you can enjoy anywhere—and I think that’s its biggest charm.
I really feel that their "chopstick-cut" tonkatsu is the ultimate reward for those days when you want a little luxury. This perfect mix of high-end quality and everyday usability is exactly what will win over fans all over the world!