Thesis (M.A.)--Chulalongkorn University, 2015

It was observed that the number of Japanese restaurants in Bangkok had been rapidly increased in the previous decade, and no study has been done to explain this remarkable phenomenon. Therefore, this study aims to examine the factors affecting the expansion of Japanese restaurant industry in Bangkok. It is hypothesized that the expansion is caused by changes in the Japanese community in Bangkok and in the Thai local society. Data for analysis was obtained from field surveys, interviews of key persons, websites, and official statistics. The results of the qualitative and quantitative analyses show that restaurants that served authentic Japanese food for Japanese only have increased due to expansion of the Japanese community while Japanese restaurants for Thais have been cultivated by four big chains: Fuji, OISHI, Hachiban, and ZEN, and flourished since the middle of the 2000s. As a result, all kinds and levels of Japanese restaurants are available in Bangkok now, especially localized “Sushi&Sashimi” is popular. It is found that the change in Thai society which caused the boom of Japanese restaurants in Bangkok is due to the financial growth and urban lifestyle of the Bangkokians. Recently, Japanese restaurants for Japanese residents and those for Thai people have started to integrate with each other. In conclusion, a new age for Japanese restaurant industry in Bangkok has emerged. In the near future, Japanese food is likely to become everyday food, not just special food for Thai people.