Japanese chain of Italian eateries optimistic about Chinese market

日本连锁意大利餐馆看好中国市场

GUANGZHOU, July 28 (Xinhua) -- Imagine feasting on a creamy pasta or a piping-hot pizza for just 20 yuan (about 2.8 U.S. dollars), or enjoying a bottle of wine for under 60 yuan. At Saizeriya, a Japanese chain of Italian eateries, all of these things are possible.

广州，7月28日（新华社）—— 试想仅需20元（约合2.8美元），便能畅享一份奶油意大利面或热气腾腾的披萨，或品鉴一瓶60元以内的葡萄酒。源自日本的意大利风味连锁餐厅Saizeriya，所有这些都是可能的。

Since its Chinese market debut in 2003, Saizeriya has won the hearts of Chinese diners through its diverse, wallet-friendly menus. And with a typical spend of about 50 yuan per customer, it has become a popular choice for both family meals and casual gatherings among young people.

自2003年在中国市场首次亮相以来，Saizeriya凭借品类丰富、高性价比的菜单俘获了中国食客的青睐。以人均约50元的消费水平，成为年轻人家庭聚餐和休闲聚会的热门选择。

In line with China's new consumer trends, where young people seek good value and affordable, convenient meals, Saizeriya's focus on cost-effectiveness has become a key driver of its rapid growth in China.

根据中国新的消费趋势，年轻人愈发追求物有所值、实惠便捷的餐饮体验，Saizeriya对性价比的关注已成为其在中国快速增长的关键驱动力。

Today, China has emerged as its most important market outside of Japan, and the company is highly confident in its prospects in China, according to Noboru Nagaoka, the company's general manager of overseas business.

该公司海外业务总经理永冈登（Noboru Nagaoka）表示，如今中国已成为其日本以外的核心市场，公司对在华发展前景满怀信心。

Already boasting 500 outlets in China, Saizeriya now generates annual operating profits of approximately 290 million yuan -- triple those of its home market, Japan.

Saizeriya已在中国拥有500家门店，目前年营业利润约为2.9亿元人民币，是其本土市场日本的三倍。

Nagaoka, 62, who has worked at Saizeriya for nearly four decades, remembers the early days of the company's Chinese market venture with clarity. When Saizeriya opened its first store in Shanghai in 2003, Italian cuisine was still an unfamiliar concept to most Chinese consumers.

62岁的永冈登（Nagaoka）已在Saizeriya工作了近40年，对公司开拓中国市场的初创阶段记忆犹新。2003年，Saizeriya在上海开设中国大陆首店时，意大利料理对于多数中国消费者而言仍是个陌生概念。。

"At that time, Chinese consumers thought Western food had to be expensive, but we wanted to prove that authentic Italian meals could also be affordable," he said.

“当时中国消费者认为西餐一定很贵，但我们想证明正宗的意大利餐同样也可以亲民实惠，”他说。

Saizeriya opened a branch in Guangzhou in 2007, and another in Beijing in 2008. In July of this year, it established a head office in south China's Guangdong Province to manage its Chinese business and standardize its menu development.

Saizeriya于2007年进驻广州开设首店，2008年再拓北京市场增设分店。今年7月，该公司在华南广东省设立中国区总部，负责统筹在华业务及规范菜单研发体系。

"We value the Chinese market the most. Its profits have already surpassed those in Japan and its future growth potential is much greater," he said.

“我们最看重中国市场，它的利润已经超过了日本，未来的增长潜力要大得多，”他说。

Saizeriya is steadily expanding its footprint in China at a rate of about 15 percent each year, with plans to open 70 to 80 new branches this year. "Our first store in Wuhan, central China's Hubei Province, will open next year, and we believe the city's surrounding area alone has the potential to support 100 new outlets," Nagaoka noted.

Saizeriya正以每年约15%的速度稳步扩大其在中国的业务，计划今年开设70至80家新分店。“我们在中国中部湖北省武汉市的第一家门店将于明年开业，我们相信仅该市周边地区就有潜力支持100家新店，”长冈指出。

Adapting to local tastes has been a crucial strategy for Saizeriya's success in China. After decades of operations and adjustments, its menus and flavors have been modified significantly to suit Chinese palates.

适应当地口味一直是Saizeriya在中国取得成功的关键策略。经过几十年的经营和调整，其菜单与风味已历经深度优化，以精准契合中国消费者的味蕾偏好。

Chinese and Japanese employees collaborate to use local Chinese ingredients to make unique dishes like the spicy pasta with Sichuan pickled chili peppers. They also prefer to use sauces that cater to Chinese preferences, such as black pepper sauce, in most pasta dishes.

中国和日本员工合作使用中国当地食材制作独特的菜肴，如四川腌辣椒辣面。他们也更喜欢在大多数面食菜肴中使用迎合中国人喜好的酱料，如黑胡椒酱。

In terms of its procurement of ingredients, the company prioritizes local supply chains, with about 90 percent of its ingredients sourced domestically in China, including all of its chicken and vegetables.

在原料采购方面，该公司优先考虑当地供应链，约90%的原料来自中国国内，包括所有鸡肉和蔬菜。

Looking ahead, Nagaoka is highly optimistic about the Chinese market. With China's vast size and the growing domestic popularity of Western food like Italian cuisine, and as Chinese consumers place increasing value on their quality of life, convenience and daily comforts, he believes Saizeriya will see even greater opportunities for growth.

展望未来，Nagaoka对中国市场满怀信心。他表示，中国市场规模庞大，意大利菜等西餐在国内越来越受欢迎，加之中国消费者愈发重视他们的生活品质、日常便利与舒适体验，Saizeriya必将迎来更广阔的增长空间。

He also sees that economic ties between China and Japan, especially in the fields of catering and retail, are growing stronger.

他还看到，中日之间的经济联系，特别是在餐饮和零售领域，正在变得更加牢固。

The company's investment plans in China are advancing at a record pace. Its much-anticipated factory in Guangzhou is under construction and is expected to be completed in January 2026. Designed to meet the needs of 1,000 branches, the factory will produce ingredients exclusively for Saizeriya and enhance the competitiveness of its supply chain.

该公司在中国的投资计划正以创纪录的速度推进。其备受瞩目的广州工厂正在建设中，预计将于2026年1月竣工。该工厂旨在满足1000家分店的需求，将专门为Saizeriya生产食材，增强其供应链的竞争力。

The company is also considering building another factory in about five years, with an estimated investment of over 5 billion yen (about 34.2 million U.S. dollars), Nagaoka told Xinhua.

Nagaoka向新华社透露，该公司计划在未来五年左右再新建一座工厂，预计投资额将超50亿日元（约合3420万美元）。