Sushi King marks 30 years with refreshed identity and social-driven nostalgia push

Sushi King is marking its 30th anniversary with a fresh brand expression and an expanded version of its popular Bonanza event, launched at a celebration at Alamanda Shopping Centre on 16 May. 

In a statement, Sushi King said the anniversary campaign signals its evolution from a familiar favourite into a forward-facing F&B brand aiming to innovate while staying rooted in tradition.

To mark the milestone, Sushi King unveiled a refreshed brand identity under the theme “30 Flavourful Years”, a nod to the brand’s heritage and its efforts to connect with both long-time fans and a new generation of diners. The event was organised in collaboration with Event Plus.

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Creative agency Fishermen Integrated developed the campaign platform, centred on the idea of celebrating every plate and every customer, an extension of the brand’s core philosophy since launching in 1995.

In addition, a hero campaign video shared on Instagram leaned into nostalgia, spotlighting customer memories from the past three decades. Meanwhile, a Wasabi Limited-Time Offer (LTO) activated a karaoke challenge across social media, giving the brand’s playful personality more digital airtime.

Anchoring the celebration was Sushi King’s signature Bonanza promotion, this year expanded to 60 menu items, 20 more than previous years. The brand said the expansion reflects its continued commitment to offering variety and value while keeping experiences fresh.

"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," said Elaine Chiew, head of marketing at Sushi King. 

She added, "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."

In tandem, Mark Darren Lee, co-founder of Fishermen Integrated said, "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."

Fish Cheng, associate creative director at Fishermen Integrated added, "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."

Sushi King's brand refresh follows Chiew's appointment as its general manager for marketing in 2024. In her role, Chiew is responsible for developing Sushi King's brand and marketing strategies to improve brand equity and regain market share. 

The role oversees all aspects of marketing for Sushi King and Hoshino Coffee.

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