#Japan #Tokyo #Ltd. #Garden Co. #SINGHA GARDEN #Singha Corporation

SINGHA GARDEN: A New Era of Premium Udon in Thailand

In a significant move to expand its overseas presence, Japan's Garden Co., Ltd. has partnered with Singha Corporation's subsidiary, S Star Holding, to establish a joint venture named ‘SINGHA GARDEN’. The announcement was made with the aim of launching the new dining establishment by December 2025 in Bangkok, Thailand.

Background and Purpose

Since its inception, Garden Co., Ltd., under the leadership of CEO Ken Kawashima, has seen tremendous growth through strategic mergers and acquisitions, successfully revitalizing over 12 companies. Currently, Garden operates an impressive portfolio of dining brands including famous outlets like Yamashita Honki Udon and Ikkakuya Ramen, totaling 11 distinct brands.

One of the company's three core growth strategies focuses on international expansion. As of September 2025, the company has already introduced its Ikkakuya brand in both Thailand and Malaysia. Recognizing the rising popularity of udon in Southeast Asia, particularly in Thailand, Garden's partnership with S Star Holding marks an exciting step toward capitalizing on this trend.

By melding its well-established Yamashita Honki Udon brand with Singha Corporation's extensive domestic network and marketing prowess, Garden aims to enhance its penetration in Thailand's food market, establishing a strong presence for premium Sanuki udon across the nation.

Joint Venture Business Overview

• - Company Name: SINGHA GARDEN
• - Establishment Date: December 2025 (planned)
• - Location: Bangkok, Thailand
• - Business Focus: Operation of Yamashita Honki Udon outlets

Comments from Executives

Ken Kawashima, CEO of Garden Co., Ltd.

“We are committed to our slogan of bringing Japanese culinary culture to the world. The establishment of this joint venture will leverage the vast network of Boon Rawd Brewery, known for its Singha Beer, paired with our rich content and the Yamashita Honki Udon brand. Our goal is not just to expand our stores across Thailand but also to invigorate the local economy and aim to become the leading udon brand in the Southeast Asian market.”

Naiyanobh Bhirombhakdi, Executive Vice President of Boon Rawd Brewery Co., Ltd.

“It’s exciting to introduce the authentic taste of Sanuki udon to Thailand! Our collaboration with Garden will create a unique synergy by combining our local market understanding with their expertise in Japanese cuisine and premium udon. I believe this partnership will not only ensure our success in Thailand but also serve as a stepping stone for our global expansion.”

About Yamashita Honki Udon

Yamashita Honki Udon, established in 2012 by the culinary innovator Mr. Yamashita, has become synonymous with quality udon made from carefully selected wheat. The noodles are crafted and matured in-house, delivering uniquely firm and chewy textures. With a rich broth derived from kombu and katsuobushi, the udon is paired with high-quality soy sauce. Customers can also enjoy alcoholic beverages in the evenings, creating a warm and inviting dining atmosphere.

With a growing footprint across Japan, including locations in Kanagawa, Tokyo, and even at premium outlets in Tochigi and Ibaraki Prefectures, Garden plans continued expansion.

Current Locations:

• - Hokkaido: Yamashita Honki Udon COCONO SUSUKINO
• - Tokyo: Multiple locations throughout Shibuya, Shinjuku, and other neighborhoods
• - Saitama: Locations in Omiya and Urawa
• - Kanagawa: Various outlets
• - Tochigi and Ibaraki: Premium outlet stores
• - Okayama: At the Okayama Aeon Mall

For more information, visit Yamashita Honki Udon’s website.

About Garden Co., Ltd.

Founded in December 2015 with a capital of 2,378 million JPY, Garden Co., Ltd. is dedicated to creating environments where people can experience happiness, vitality, and joy through its restaurant and real estate operations. With a staff of over 3,600 individuals and 197 stores as of August 2025, they continue to expand their influence and brand presence significantly.

Company Information:

• - Name: Garden Co., Ltd.
• - Ticker Symbol: TSE Standard Market 274A
• - Headquarters: Shinjuku, Tokyo
• - URL: Garden Group

About S Star Holding

S Star Holding, a wholly-owned subsidiary of Singha Corporation, oversees various sectors under Boon Rawd Brewery, which has played a vital role in Thailand’s economic growth. The company proudly showcases the Royal Garuda emblem on all Singha products, signifying its royal warrant and exceptional service to both the economy and society since 1939.