Sushi Express (Chinese: 爭鮮餐飲集團) is a Taiwanese chain restaurant group specializing in conveyor belt sushi. Established in 1996, the company has expanded from Taiwan to other regions in Asia, operating directly managed stores in China, Hong Kong, Singapore, and Thailand. As of recent counts, the group operates 665 directly managed outlets across Asia.[1]
 Sushi Express at Taroko Mall in Taichung | |
| Company type | Private |
|---|---|
| Industry | Food and hospitality |
| Founded | March 1996 in Taipei, Taiwan |
| Founder | Chen Chin-Chiu (陳津秋) |
| Headquarters | , Taiwan |
Areas served | Taiwan, Hong Kong, China, Singapore, Thailand |
Key people | Chen Chin-Chiu |
| Products | Sushi |
| Website | www |
History
editFounding
editThe founder, Chen Chin-Chiu (陳津秋), originally worked in the garment export industry. However, as Taiwan’s garment manufacturing moved overseas to reduce rising costs, shifting to the domestic garment market proved unviable. Facing industry changes, Chen explored various business ventures over 15 years, incurring several million New Taiwan dollars in losses before establishing Sushi Express.[2] In March 1996, Chen founded Sushi Bar Co., Ltd. (壽司霸企業股份有限公司), focusing on take-out sushi with the concept of “small spaces, big opportunities.” In October 1996, Sushi Express Co., Ltd. (爭鮮股份有限公司) was formally established, offering conveyor belt sushi alongside take-out services.[1] The first ___location, Yongkang Store in Taipei, used imported Japanese conveyor systems and quickly became popular. In November 1997, the company began purchasing ingredients and equipment from Japan, launching operations under the name Sushi Express Conveyor Belt Sushi (爭鮮迴轉壽司) with a combination of conveyor sushi, take-out, and set meals.[3]
Expansion and product changes
editIn 2001, the brand adopted a uniform pricing model of NT$30 per plate, which proved popular with consumers. By 2004, the menu fully incorporated seafood products. In 2006, Sushi Express invested US$3.33 million to enter the Chinese market. In 2007, it expanded into four additional dining brands—Japanese hot pot, conveyor hot pot, conveyor barbecue, and Japanese set meals (Teishoku 8)—but however, most were later discontinued due to underwhelming market response. Only conveyor sushi dine-in, take-out stores, and Teishoku 8 remained.
Diversification and technology
editIn 2015, the company entered the e-commerce sector, selling sushi delivery, fresh ingredients, dry goods, and beverages. Later that year, it introduced Magic Touch Sushi Express ordering at selected locations, designed to maintain ingredient freshness, collect customer preference data, and reduce food waste. The model also incorporated premium ingredients and imported specialty products.[4] In August 2016, Sushi Express launched Dim Sum Dao (点心道), a Hong Kong-style dim sum brand, in Taipei’s “Seven Alleys” district. Although multiple brands were rolled out between 2017 and 2018, all Dim Sum Dao locations had closed by the end of 2018.[5] At the end of 2019, the company opened SUSHiPLUS in the Nanya A.mart shopping center, combining conveyor sushi and Magic Touch ordering. The upper conveyor tier used a Shinkansen train system for direct-to-table delivery, while the lower tier offered over 60 of the brand’s most popular sushi items.[6]
Recent developments
editIn April 2021, the company launched Zheng Xian Shi Shu (爭先食蔬), focusing on vegetarian and plant-based cuisine with international and Japanese influences. The brand has since ceased operations.[7] On January 1, 2022, Sushi Express debuted Le Xian Sushi Bar (樂鮮 Sushi Bar) in Taipei’s Zhongshan District, touted as Taiwan’s first conveyor-themed sushi bar. The brand closed on April 30, 2023.[8]
Discontinued brands
edit- Mong Kok Conveyor Dim Sum (旺角迴轉飲茶)
- Torataro Conveyor Barbecue (鳥太郎迴轉燒肉)
- You Jin Ramen (有勁拉麵)
- Sushi Express Japanese Hot Pot (爭鮮日式火鍋)
- Sushi Express Conveyor Hot Pot (爭鮮迴轉火鍋)
- Tiao Shi Le (挑食樂)
- Dim Sum Dao (點心道)
- Zheng Xian Shi Shu (爭先食蔬)
- Le Xian Sushi Bar (樂鮮 Sushi Bar)
See also
editReferences
edit- ^ a b "關於爭鮮". 爭鮮官網 (in Traditional Chinese). Retrieved 11 August 2025.
- ^ 程倚華 (2025-06-04). "壽司郎、藏壽司搶生意，它業績反漲！從賣衣服到賣壽司，爭鮮怎稱王29年？". Business Weekly (in Chinese (Taiwan)). Retrieved 11 August 2025.
- ^ "爭鮮從零打造的台灣迴轉壽司霸主之位 50%市佔率背後的秘訣". Yahoo! News (in Chinese (Taiwan)). 18 August 2025. Retrieved 19 August 2025.
- ^ "南部壽司控必追！ 「MAGiC TOUCH」搶鮮用餐優惠 3大門市限定「壽司買一送一」". United Daily News (in Chinese (Taiwan)). 2025-03-18. Retrieved 19 August 2025.
- ^ "爭鮮「点心道」軌道送港點好有趣！主廚推薦八大經典". ETtoday (in Chinese (Taiwan)). 18 August 2025. Retrieved 19 August 2025.
- ^ 黃士原 (2019-12-19). "提供迴轉+直送雙軌送餐服務 爭鮮新品牌SUSHiPLUS 12/20開幕". ETtoday (in Chinese (Taiwan)). Retrieved 19 August 2025.
- ^ Chen, Wendy (2021-04-22). "爭鮮全新蔬食迴轉壽司「爭先食蔬」正式開幕，粉嫩色調搭配植栽點綴，上百道蔬食料理用軌道列車分層上桌！". Vogue Taiwan (in Chinese (Taiwan)). Retrieved 19 August 2025.
- ^ "4／30結束營業！爭鮮餐酒館「樂鮮Sushi bar」開幕未滿2年 將轉型「点爭鮮」". United Daily News (in Chinese (Taiwan)). 2023-04-24. Retrieved 19 August 2025.
