Sushi King Marks 30th Anniversary in Collaboration with Fishermen Integrated

Sushi King celebrated its landmark 30th anniversary with the launch of its Biggest Bonanza at Alamanda Shopping Centre on 16 May 2025. The event opened energetically with a Taiko Drum performance, followed by an inspiring speech from Tan Sri Dato’ Seri (Dr.) Fumihiko Konishi.

Attendees enjoyed a live culinary demonstration by Sushi King’s Head Chef Takeshi Torita and sampled an extensive array of 60 sushi varieties showcased on the enhanced 100-metre Kaiten Belt.

The anniversary launch event, organized in partnership with Event Plus, introduced a refreshed brand expression highlighting Sushi King’s continued evolution to connect with both loyal customers and newer generations. Guests enjoyed an immersive experience, unveiling Sushi King’s renewed identity under the theme “30 Flavourful Years,” honouring its rich heritage while looking to the future.

Elaine Chiew, Head of Marketing at Sushi King and formerly from Nando’s, expressed her enthusiasm: “For three decades, Sushi King has been that reliable, trusted friend in the Japanese restaurant scene in Malaysia. We’ve always been about offering Halal and authentic Japanese flavours, perhaps with a quiet confidence that spoke of tradition and heritage. But as Malaysia has grown and changed, so have we.”

“We realized it was time for our brand personality to catch up with the vibrant, dynamic spirit of our customers. We want to be the brand that not only satisfies Malaysians’ craving for Halal and affordable Japanese cuisine but also brings a genuine smile to our customers’ face and a little extra brightness to their day.”

Central to the anniversary Fishermen Integrated developed the big idea that celebrates every sushi plate and every customer, just as Sushi King has welcomed diners for three delicious decades.

Mark Darren Lee, Co-founder of Fishermen Integrated, remarked: “We wanted campaign to represent how Sushi King has consistently delivered a welcoming experience to every guest. It’s about highlighting every moment, every plate, and every memory built over the past 30 years.”

The anniversary campaign video, shared on Instagram, artistically captures nostalgia, celebrating moments shared by Sushi King’s loyal customers over the years. Concurrently, the engaging Wasabi Limited-Time Offer (LTO) featured a dynamic social media karaoke challenge, enhancing Sushi King’s playful and adventurous personality.

Fish Cheng, Associate Creative Director at Fishermen Integrated, explained: “Our storytelling approach celebrated the genuine, relatable moments Malaysians cherish with Sushi King. It was a heartfelt tribute to the loyal fans who’ve grown up alongside the brand.”

The festivities prominently featured Sushi King’s signature Bonanza event, renowned for its outstanding value and widespread appeal. This year’s Bonanza uniquely expanded its menu to 60 items, offering an additional 20 special dishes to mark this celebratory occasion.

As Sushi King moves forward, this 30th-anniversary milestone not only acknowledges past successes but also symbolizes continued creativity, innovation, and a promise of exciting experiences ahead for Malaysia’s favourite Japanese dining brand.

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