On 26/8, the Roppongi branch of Matsuya, one of Japan's top three gyudon (beef bowl) chains, launched a new menu item: "Vietnamese-style broken rice with pork." Priced at 880 yen (approximately 160,000 VND), the debut was attended by Vietnamese Ambassador to Japan Pham Quang Hieu.
The inclusion of Vietnamese broken rice on Matsuya's menu marks a significant milestone for Vietnamese cuisine in the Japanese market.
Matsuya is one of Japan's "big three" gyudon chains, operating around 1,112 restaurants nationwide. The other two are Yoshinoya, with over 1,200 locations, and Sukiya, with over 1,900.
 |
A serving of Matsuya's Vietnamese-style broken rice with pork. Photo: Taihen |
A serving of Matsuya's Vietnamese-style broken rice with pork. Photo: Taihen
According to Aya Aoki, a Matsuya representative, the company's employees discovered broken rice during their market research and branch openings in Vietnam. They were captivated by its flavor, inspiring Matsuya's leadership to recreate the dish in Japan.
The company tested the dish—consisting of rice, soup, pork, vegetables, a fried egg, and Vietnamese fish sauce—at select locations starting in April. Positive customer feedback led to the nationwide rollout across all 1,112 Matsuya restaurants.
This marks the first time traditional Vietnamese fish sauce has been used in a major Japanese restaurant chain. The Vietnamese Embassy reported that 10 tons of fish sauce were directly imported and incorporated into Matsuya's processing facilities.
 |
Japanese customers enjoy broken rice at a Matsuya restaurant in Roppongi, Tokyo, on 26/8. Photo: TTXVN |
Japanese customers enjoy broken rice at a Matsuya restaurant in Roppongi, Tokyo, on 26/8. Photo: TTXVN
Japanese diner Kiyoshi Muramatsu shared that it was his first time trying Vietnamese broken rice, and he plans to have it again. He praised the dish's balance and fresh flavors, characteristic of Vietnamese cuisine.
Ta Duc Minh, Vietnamese trade counselor in Japan, expressed hope that this partnership will pave the way for other Vietnamese food products, from rice and coffee to vegetables and processed foods, to enter the Japanese market.
In the first half of 2025, total trade between Vietnam and Japan reached nearly 24.4 billion USD, a 9.93% increase compared to the same period in 2024. Vietnam's exports to Japan accounted for 12.81 billion USD, an almost 12% rise from the first half of 2024.
Duc Trung (TTXVN)
