Shabu-shabu, hotpot segment heats up

The local shabu-shabu and hotpot segment is vibrant, with the media dubbing it the "sukiyaki war" due to new players and rapid branch expansion.

- KUAKUL MORNKUM

Ms Tantawan (left) and Mr Tee pose in front of the first branch of Bonus Suki in Bangkok.

The sector is expected to grow in 2026 as more newcomers join the industry, according to Bonus Suki, a new suki buffet brand under MK Restaurant Group Plc.

Tantawan Thirakomen, president of MK Restaurant Group, said more dynamic movement is expected in this market in 2026.

"The buffet market remains robust with growth potential. Customers now are looking for food that delivers value," she said. "This creates a prime opportunity for Bonus Suki to fill market gaps and meet the needs of modern diners."

The company plans to operate 16 Bonus Suki stores by the end of 2025, according to Tee Thirakomen, another president of MK Restaurant Group.