Sushiro is currently the largest conveyor belt sushi company in turnover. It has more than 500 restaurants in Japan. The first overseas branch opened in Seoul, South Korea. In 2017, Taiwan Sushiro Co., Ltd. was established. On 15 June 2018, a Sushiro shop was opened in Taipei. In August 2019, it opened a branch in Hong Kong. In the same month, it opened its first branch in Sushiro Singapore. In September 2021, it opened its first chain in Mainland China, in Guangzhou.[3]
A Japanese Consumer Affairs Agency report released in June 2022 accused Sushiro of false advertising, by claiming a "limited offer" of sea urchin and crab sushi while having no stock of these in most stores.[4]
In 29 January 2023, a video was published, consisting of a 17-year-old student in Sushiro Gifu Masakiten licking a soy sauce bottle and a cup before placing it back, sucking on his finger, and using it to touch sushi circling on the conveyor belts. This caused the stock price of Food & Life Companies, the parent company of Sushiro, to plummet. Its market value lost more than 16 billion yen.[5][6][7][8][9] In August, Sushiro dropped its lawsuit against the student, saying that he has admitted his "responsibility". His attorneys argued that the decrease in customers could have been due to competition from other restaurants.[10]
At the beginning of 2021, a two-day promotional event by Sushiro in Taiwan promised to serve free sushi to people with the word "salmon" in their name. This caused multiple Taiwanese people to change their names to include the word "salmon," an event the media dubbed "salmon chaos".[11]
Multiple Sushiro chains in Guangzhou, China came under fire for linguistic discrimination after the chain's supervisors banned the Cantonese language between employees on its online chat groups. Sushiro later apologised, amid local boycotts.[12]
^"スシロー、中国に子会社" [Sushiro establishes a new subsidiary in China]. The Nikkei (in Japanese). 25 December 2020. Retrieved 4 April 2021.
^"株式会社スシローグローバルホールディングス、株式会社神明ホールディングス及び元気寿司株式会社の資本業務提携解消に関するお知らせ" [About Breaking off the capital business cooperation between Sushiro Global Holdings, Shinmei Holdings & Genki Sushi] (PDF). Sushiro. 18 June 2019. Archived from the original on 29 November 2022. Retrieved 2 February 2023.{{cite web}}: CS1 maint: bot: original URL status unknown (link)
