Franchise Business Incubation opened the Phrom Phong branch, the first “Unagi no Naruse” restaurant in Thailand, on November 29.
Unagi no Naruse is a Japanese specialty eel restaurant brand launched in September 2022. Leveraging advances in aquaculture technology, it uses affordably sourced imported eel to offer unajū (grilled eel over rice in a lacquered box) at about 1.5 times the volume of long-established Japanese eel restaurants, at roughly half the price. While reproducing the grilling techniques of skilled Japanese artisans in its cooking process, the brand has shortened serving time from the conventional 20–30 minutes to around 10 minutes, and caters to both dine-in and takeout customers.
As the chain expanded its network of restaurants within Japan, it also saw strong usage from foreign residents in Japan and inbound tourists. This led the company to accelerate its overseas expansion, opening in Thailand as its fourth overseas location after Hong Kong and South Korea, and its first store in Thailand.
Opening hours are from 11:00 a.m. to 3:00 p.m., and from 5:00 p.m. to 9:30 p.m. (last order at 9:00 p.m.). The restaurant has 24 seats.
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