Roppongi Udon Malaysia

～　Bringing Authentic Sanuki Udon

from Japan to the World　～


ASIA FAMILY GLOBAL (M) SDN. BHD.

Greetings

We are planning to open an authentic udon specialty restaurant in Malaysia, aiming to further promote Japanese food culture and expand our business overseas.


Our brand already operates two successful locations in Japan (Roppongi, Tokyo and Naha, Okinawa), enjoying strong customer support.

We plan to open a new store in Kyoto, Japan in December 2025.

The udon we serve is an authentic fusion of Japan's traditional culinary heritage and modern taste, with special emphasis on aroma, texture, and dashi (broth). We now aim to bring this carefully cultivated taste and service to Malaysia and share its appeal with local customers.

Company Overview

Operating Entity

This business will be operated by

ASIA FAMILY GLOBAL (M) SDN. BHD.,

a registered company in Malaysia.

Management Base

In collaboration with our Japanese parent company, we aim to build a stable and sustainable operation in Malaysia by leveraging our solid business foundation and experience.

Store Introduction (Tokyo)

This is a store currently operating in Tokyo, Japan.

■ Roppongi Udon (Tokyo – Roppongi)

Style: Late-night dining to meet urban needs

  • Address:

　　Urban Building 102, 7-13-2 Roppongi

　　　　　　　　　　　　　　　　Minato-ku, Tokyo

  • Opening Date: March 24, 2025
  • Area: 61.74㎡ including common areas
  • Seating: 27 seats
  • Hours: 11:00 AM – 6:00 AM

Store Introduction (Okinawa)

This is a store currently operating in Okinawa, Japan.

■ Chura Udon INDIGO (Naha, Okinawa)

  • Address:

　　 G7 Building 102, 1-2-25 Kumoji, Naha, Okinawa

  • Opening Date: June 12, 2019
  • Area: 54.24㎡
  • Seating: 14 seats
  • Hours: 11:30 AM – 7:00 PM

Located in a tourist area, popular among both locals and tourists

Store Introduction (Kyoto)

We plan to open a new store in Kyoto, Japan, in December 2025.


Sales Performance

Our two locations in Tokyo and Okinawa have maintained stable monthly revenue between JPY 3 million and 5.5 million.

Chura Udon INDIGO in Okinawa has consistently generated monthly sales of around JPY 2.5–3 million, supported by both local customers and tourists.

Roppongi Udon started operations in March 2025, and since April has shown strong performance with monthly revenue between JPY 4–5.4 million.

We are confident that the same business model can generate stable monthly sales exceeding JPY 6 to 10 million (approximately MYR 170,000 to 285,000) in Malaysia.

Concept & Commitment

Our concept is to provide authentic Japanese taste that can be enjoyed as part of everyday life by local people.

Commitment to Ingredients

We directly import some of the flour and broth from Japan to maintain authentic taste.

Commitment to Preparation

All preparation — broth, noodles, tempura, toppings — follows Japanese methods.

Commitment to Serving

We boil fresh udon to order, maximizing aroma and texture.

Commitment to Atmosphere

A clean, simple interior with warm hospitality.

Commitment to Design

A "Wa-modern" (Japanese modern) atmosphere that feels luxurious yet casual.

Commitment to Concept

A "Udon Dining" experience, suitable even for dinner.

Through these commitments, we aim to create a restaurant where customers can experience and appreciate the depth and continuity of Japanese food culture.

Target Customer &

　　Market Analysis

■ Target Customer Segment

1

Japanese Food Enthusiasts (Local Malaysians)

  • There is a growing interest in health-conscious and additive-free dining
  • Udon is gaining attention as the “fourth major Japanese cuisine,” following ramen, sushi, and yakiniku
  • This segment is highly receptive to information shared through social media and influencers.
2

Japanese Expatriates and Families

  • Approx. 25,000 Japanese residents in the Greater Kuala Lumpur area
  • They represent a quality-conscious segment seeking authentic Japanese udon with the same taste and standards as in Japan
  • There is strong demand for business lunches and family dining among this group
3

Business People and Wealthy Customers

  • Lunch and business dining demand in malls and office districts
  • Focus on high quality, safety, and interior design
  • Customer segment that perceives value even with relatively high spending per visit
4

Tourists (Singaporean, Chinese, Middle Eastern)

  • The recent surge in tourism to Japan has sparked growing interest in Japanese food
  • We focus on delivering reliable 'Japanese quality' dining within the mall

Malaysian Market

Characteristics

& Opportunities

The Japanese cuisine market is on a continued growth trajectory

According to the Japan External Trade Organization (JETRO), the Japanese food market in Malaysia has been growing year by year, with the number of Japanese restaurants reaching over 1,700 as of 2024.

Consideration for health-conscious and religious dietary needs

Udon is gaining attention as a type of Japanese cuisine that is relatively low in oil and well-suited to religious dietary restrictions, such as avoiding pork and alcohol.

Rising Popularity of Japanese Cuisine and Minimalist Design

Instagrammable, minimalist store spaces are highly favored by trend-sensitive younger generations and affluent customers, offering strong synergy with interior design and brand identity

Store Requirements

We are actively looking for rental space for either mall-based or roadside standalone stores in Malaysia.

Preferred Area

Central Kuala Lumpur (including Mid Valley, Pavilion, Mont Kiara, etc.)

Required Size

Approx. 100–200㎡

Business Format

Eat-in restaurant open for lunch and dinner

Planned Opening

End of 2025 to early 2026

Interior Fit-out

Construction and kitchen setup will be handled using expertise from Japan

Business Vision

Our first store in Malaysia is not merely an overseas expansion — it is a strategic step toward full-scale development across Southeast Asia.

We aim to deliver a new food experience and value through udon, a food culture that is high in quality yet approachable, loved by people of all ages and nationalities.

Our experience in Japan has enabled us to build strong foundations in culinary quality, hygiene, and heartfelt service. We will bring these strengths to Malaysia and aim to establish a local brand that blends Japanese food culture with the Malaysian lifestyle.

We also value local employment and training. We will not only teach cooking and service techniques, but also share the spirit of Japanese hospitality and store operations. Our goal is to create employment and human resource development opportunities in Malaysia.

In the future, we envision expanding to multiple stores across Malaysia and into neighboring Southeast Asian countries. Our goal is to build a sustainable restaurant brand that contributes to local communities while staying true to the core of "safe, secure, and delicious" Japanese food culture.

Local Hiring & Human Resource Development

We place strong emphasis on proactive local hiring and talent development in Malaysia, and envision the following organizational structure:

  • Hire local staff, including kitchen and service positions
  • Provide training in Japanese-style cooking and service
  • Develop local managers and trainers for sustainable growth

Community Contribution

Our goal is not only to offer Japanese cuisine, but also to contribute to the local community and create employment opportunities.
Respecting Malaysia’s culture and values, our vision is to build a locally rooted business that grows in harmony with the region.

Building Trust

We aim to establish strong relationships with local partners and property owners, while pursuing sustainable store operations that are deeply rooted in the local community.

Competitive Comparison

■ Competitive Advantage over Similar Stores

Launching an authentic udon specialty store in Malaysia allows us to bring new value to the existing Japanese food market and attract a wide range of customers.

We aim to create not just a restaurant, but a refined space where people can experience traditional Japanese culture and cuisine.

Photo Gallery




Contact for Collaboration

■ Proposal for Collaboration

We are seeking food & beverage store spaces in shopping malls or along roadsides in Malaysia to spread authentic Japanese udon culture.

We welcome partnerships with real estate agents and mall operators who can introduce properties that match our needs in terms of location, customer flow, and target demographics.

■ Contact Information

ASIA FAMILY GLOBAL (M) SDN. BHD.

Person in Charge：*************

Email：******@*******

Phone：*************

About This Document

　　　　Roppongi Udon – Company Profile

First Edition Issued: July 17, 2025

ASIA FAMILY GLOBAL (M) SDN. BHD.

* We will replace any copies with missing or misprinted pages.