Sushi eating behaviors among Vietnamese

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Survey about Sushi in VietnamLocal sushi restaurants made their movement

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Survey summary20-39 years old male / female in HCM500 samplesConducted 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 expensiveSushi image for Vietnamese is more on Makimono36% of 10M below income group and 40% of above 10M group go to sushi once per monthThe 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 recognitionRecognition of Sushi = 79%Q. Do you know Sushi

Sushi recognition (by income)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 SushiSushi to have strong association with Japan. Not strong image of expensiveN=393, those who know sushiQ. What do you think about sushi?

Image of Sushi 2 Image on Vietnamese mindSushi 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 sushi36% of 10M below income group and 40% of above 10M group go to sushi once per monthN= 329, those who have eaten sushi beforeQ. How often do you eat sushi?

The budget of eating sushiThe 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: Sushi193Location: Dist 5, HCMBudget: 12,000 VND 165,000 VND

Street sushi restaurantCustomers 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 menuPURAI: 48,000 VNDSushi 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 PhoLocation: Dist Go Vap, HCMBudget: 15,000 VND 150,000 VND

Street sushi restaurantCustomers per day: 100 people (weekday) 200 people (weekend)Estimated sales per day: 7,500,000 VND (weekday) 15,000,000 VND (weekend)

Popular menuMakimono with panko and pork: 25,000 VNDMakimono with panko and salmon: 25,000 VND

This street vendor has advertising in Zalo and Facebook. It doesnt have Foody. It was opened 1 and half years ago. Makimono and fried chicken are popular here.

Sushi that Vietnamese eatMakimono 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 fishOnly 13% replies that they like raw fish. Could be one of the reason why nigiri sushi is not popularN= 329, those who have eaten sushi before Q. Please choose what is applicable to you

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