Your sub-title hereSurvey about Sushi in VietnamLocal sushi restaurants made their movement
Survey summary
• 20-39 years old male / female in HCM• 500 samples• Conducted on Sept 2015
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
Sushi recognition
I eat
regular
ly
I hav
e eaten it
before
I know but h
ave neve
r eate
n it
I do not k
now0%
10%
20%
30%
40%
50%
15%
46%
18% 21%
Recognition of Sushi = 79%
Q. Do you know Sushi
Sushi recognition (by income)
I eat
regular
ly
I hav
e eaten it
before
I know but h
ave neve
r eate
n it
I do not k
now0%
10%
20%
30%
40%
50%
60%
11%
44%
21%25%
20%
50%
15% 16%
Family income <10M VNDFamily 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
Image of Sushi
From Ja
pan
Delicious
Good for h
ealth
Expensiv
e
Occasio
ns
Fash
ionable
Affordable
Not delic
ious
Others0%
10%
20%
30%
40%
50%
60%
70%
80%68%
44%
28%20%
15% 14% 11%5% 3%
Sushi to have strong association with Japan. Not strong image of “expensive”
N=393, those who know sushiQ. What do you think about sushi?
Image of Sushi 2 – Image on Vietnamese mind
Sushi image for Vietnamese is more on “Makimono”
22% 49%
18%
N= 393 those who know sushiQ. Please choose the image when you hear sushi
Frequency of eating sushi
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
0%
5%
10%
15%
20%
25%
8%6%
8%
14%
20%
15%
13%
15%
5%
9%
12%
18%19%
16%
5%
15%
Family income <10M VNDFamily 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 beforeQ. How often do you eat sushi?
The budget of eating sushi
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
0%
5%
10%
15%
20%
25%
30%
35%
18%
27%
18%
13% 12%
6%
2% 3%
22%
33%
16%
13%
8%6%
1% 2%
14%
20% 21%
14%16%
7%
3%5%
TotalFamily income <10M VNDFamily income >10M VND
The budget of 70% are less than 200,000 VND N= 329, those who have eaten sushi beforeQ. How much did you pay at last time you had paid for sushi
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.
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.
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%
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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