The market for sushi _ a dish made from vinegared rice with raw fish (sashimi) and edible seaweed (nori) _ has expanded by 20 percent a year on top of estimated 2009 sales of THB 700 million.
The growing popularity of Japanese food, health concerns and the spread of sales outlets are factors fueling the expansion, say industry experts.
The promising outlook has drawn investment from food companies like PFP Trading Co, which decided to invest 50 million baht to open a new subsidiary, PFP Interfoods, to concentrate on sushi business.
Metta Prabsutha, PFP Trading's deputy managing director, said sales are especially on the rise upcountry, leading the company to open new outlets almost daily.
