Minor Food Launches CHIHO RAMEN, First Japanese-Style Franchise Brand, to Capture Mass Ramen Market Share

Brand Buffet

Published 2026-11-06

AI-generated conceptual illustration with fictional people, not a photograph of actual people or the reported event. · M31 NEWS · AI

Key summary

Minor Food has announced the launch of its seventh brand, CHIHO RAMEN, a Japanese-style franchise brand. The company aims to enter the mass ramen market, currently dominated by HajiBang. This brand utilizes an asset-light business model and has partnered with OR to open stores in hypermarkets and PTT Station gas stations. The first branch is located at Lotus Sukhumvit 50, with a goal of expanding to 90-100 branches within 3 years. The starting price is 99 Thai baht, emphasizing value and a flavor profile adapted for Thai tastes.

Business Insight — Publisher’s Perspective

Minor Food's launch of CHIHO RAMEN with an asset-light franchise model partnering with OR and PTT stations may signal increased competition in Thailand's mass-market ramen sector, potentially pressuring existing operators to adjust pricing or expand their own value-focused offerings. The strategy of targeting hypermarkets and fuel stations suggests that retail partners could see new revenue streams from food service collaborations, while the initial price point of 99 Thai baht indicates a focus on affordability that might influence consumer demand in the mid-to-low price segments. However, the plan to open 90 to 100 branches within three years remains an expansion target rather than a guaranteed outcome, and the success of this entry depends on how effectively the brand can differentiate itself in a crowded market without disrupting supply chains or creating unsustainable cost pressures for suppliers.

M31 Thailand News

M31 has compiled the key facts based on reporting from the source below. Please refer to the original article for details.

This article was restructured with AI-assisted translation and may contain errors. Please refer to the original source below for accuracy.

Source report

Brand Buffet

Read original ↗https://www.brandbuffet.in.th/2026/11/chiho-ramen-by-minor-food/