#Yayoi Ken #grilled fish #Sanma

Introduction

Yayoi Ken, a popular casual dining restaurant chain in Japan, has officially launched its highly anticipated Sanma Grilled Fish Set starting September 17, 2025. This year, it features fresh, fatty Sanma from Sanriku, renowned for its rich flavor. With 360 locations nationwide, Yayoi Ken is promoting this seasonal dish, and we spoke to the managers of its various outlets to uncover what makes this offering special.

The Appeal of Sanma

Sanma (mackerel pike) is a beloved seasonal delicacy in Japan, particularly during the autumn months. As the weather cools down, diners eagerly anticipate its arrival on menus across the country. Yayoi Ken's version is characterized by its crispy skin and juicy, flavorful flesh, which is grilled to perfection upon ordering. Many restaurants emphasize the freshness of their ingredients, but Yayoi Ken takes it to the next level, ensuring that every dish is served hot from the grill, maximizing the taste experience.

Survey Insights

To determine what makes the Sanma Grilled Fish Set stand out, Yayoi Ken conducted a survey with 14 store managers. Here are the key findings:
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