In Vietnam, you can see many sushi restaurants. We research with 500 people to know about Sushi eating behaviors among Vietnamese.

1. Your sub-title here
Survey about Sushi in Vietnam
Local sushi restaurants made their movement

2. Survey summary
• 20-39 years old male / female in HCM
• 500 samples
• Conducted on Sept 2015

3. Executive Summary
• Recognition of Sushi = 79%
• 70% of Those who has 10M VND income and more have
eaten sushi (number goes down to 55% for the lower
income group)
• Sushi to have strong association with Japan. Not strong
image of “expensive”
• Sushi image for Vietnamese is more on “Makimono”
• 36% of 10M below income group and 40% of above 10M
group go to sushi once per month
• The budget of 70% are less than 200,000 VND
• Only 13% replies that they like “raw fish”. Could be one
of the reason why nigiri sushi is not popular

4. Sushi recognition
15%
46%
18%
21%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
I eat regularly I have eaten it
before
I know but have
never eaten it
I do not know
Recognition of Sushi = 79%
Q. Do you know Sushi

5. Sushi recognition (by income)
11%
44%
21%
25%
20%
50%
15% 16%
0%
10%
20%
30%
40%
50%
60%
I eat regularly I have eaten it
before
I know but have
never eaten it
I do not know
Family income <10M VND
Family income >10M VND
70% of Those who has 10M VND income and more have eaten sushi
(number goes down to 55% for the lower income group)
Q. Do you know Sushi

6. Image of Sushi
68%
44%
28%
20%
15% 14%
11%
5% 3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Sushi to have strong association with Japan. Not strong image of “expensive”
N=393, those who know sushi
Q. What do you think about sushi?

7. Image of Sushi 2 – Image on Vietnamese mind
Sushi image for Vietnamese is more on “Makimono”
22% 49%
18%
N= 393 those who know sushi
Q. Please choose the image when you hear sushi

8. Frequency of eating sushi
8%
6%
8%
14%
20%
15%
13%
15%
5%
9%
12%
18%
19%
16%
5%
15%
0%
5%
10%
15%
20%
25%
More than
once a week
Once a
week
Once in 2 - 3
weeks
Once a
month
Once in 2 - 3
months
Once in 6
months
Once a year Less than
once a year
Family income <10M VND
Family income >10M VND
36% of 10M below income group and 40% of above 10M group go to sushi
once per month
N= 329, those who have eaten sushi before
Q. How often do you eat sushi?

9. The budget of eating sushi
18%
27%
18%
13%
12%
6%
2%
3%
22%
33%
16%
13%
8%
6%
1%
2%
14%
20%
21%
14%
16%
7%
3%
5%
0%
5%
10%
15%
20%
25%
30%
35%
Less than
50,000 VND
50,001 -
100,000
VND
100,001 -
150,000
VND
150,001 -
200,000
VND
200,001 -
300,000
VND
300,001 -
400,000
VND
400,001 -
500,000
VND
More than
500,000
VND
Total
Family income <10M VND
Family income >10M VND
The budget of 70% are less than 200,000 VND
N= 329, those who have eaten sushi before
Q. How much did you pay at last time you had paid for sushi

10. Popular sushi restaurant under 200K VND budget in HCM (1)
• Name: Sushi193
• Location: Dist 5, HCM
• Budget: 12,000 VND 〜 165,000 VND
• Street sushi restaurant
• Customers per day:
200 people (weekday) 500 people (weekend)
• Estimated sales per day in weekday:
30,000,000 VND (weekday) 75,000,000 VND (weekend)
• Popular menu
• PURAI: 48,000 VND
• Sushi combo: 75,000 VND
Street sushi restaurant in HCM. The place got popular mainly due to
the word of mouth, and with the help of Foody. The chef has learned
how to cook in Japan and makimono is popular here.

11. Popular sushi restaurant under 200K VND budget in HCM (2)
• Name: Sushi Duong Pho
• Location: Dist Go Vap, HCM
• Budget: 15,000 VND 〜 150,000 VND
• Street sushi restaurant
• Customers per day:
100 people (weekday) 200 people (weekend)
• Estimated sales per day:
7,500,000 VND (weekday) 15,000,000 VND (weekend)
• Popular menu
• Makimono with panko and pork: 25,000 VND
• Makimono with panko and salmon: 25,000 VND
This street vendor has advertising in Zalo and Facebook. It doesn’t
have Foody. It was opened 1 and half years ago. Makimono and fried
chicken are popular here.

12. Sushi that Vietnamese eat
Makimono is more commonly taken
49%
N= 329, those who have eaten sushi before
Q. Please choose what you eat when you eat sushi
33% 30% 61%
45% 26%

13. Perception on “raw fish”
13%
87%
Do you like raw fish?
Only 13% replies that they like “raw fish”. Could be one of the reason why nigiri
sushi is not popular
N= 329, those who have eaten sushi before
Q. Please choose what is applicable to you

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