Taishu Shusen Thermae Opens Its First Overseas Branch in Si Racha, Thailand

Taishu Shusen Thermae, an izakaya chain operating 22 stores across Japan from Hokkaido to Kyushu, grandly opened its first overseas branch in Si Racha, Thailand, on Friday, May 15, 2026.

The brand is introducing to Thailand its highly popular 'all-you-can-drink alcohol from taps' system, its retro public bathhouse-themed interior, and its exceptional cost performance. This allows local customers to enjoy a novel entertainment experience.

The First Overseas Branch: 'Si Racha, Thailand'
The location chosen as the first step for global expansion is 'Si Racha', widely known as one of the largest Japanese communities in Thailand. In this area where Japanese expatriates and Thai locals who love Japanese pop culture and unique experiences mingle, the company aims to spread the Thermae concept, allowing patrons to experience traditional Japanese sento (public bath) culture.

'Alcohol Spring Experience': Turn the Tap and Alcohol Pours Out
Similar to its Japanese stores, the interior is equipped with faucets reminiscent of a public bathhouse.
- All-you-can-drink from 13 different taps.
- Customers can pour their preferred amount of drinks whenever they want, offering supreme time efficiency and cost performance.
- Designed to be easily shareable on social media as a 'first-time experience' by overseas influencers.
The all-you-can-drink plans come in three variations based on price and drink selection, and three time options (60/90/120 minutes), catering to diverse needs from 'just one quick drink' to 'full-scale drinking'.

An Extraordinary Space Like a 'Japanese Public Bath'
The concept of Taishu Shusen Thermae is based on the legendary 'alcohol spring'. The store's interior is modeled after a bustling, traditional public bathhouse, serving as a social gathering place.
- A reception desk modeled after a 'Bandai' (attendant's booth) found in traditional Japanese public baths.
- Tiled walls, bath buckets, and clothes basket-style baggage racks.
- A space where guests can immerse themselves in Japan's retro atmosphere while remaining in Thailand.
Features include tiled walls adorned with old-style paintings to evoke a sento feel, posters with public bath motifs, locker-style decorations, and a large signboard featuring the 'Thermae' logo.

Challenging 'Local Pricing' to Suit Daily Life in Thailand
To dispel the image that 'Japanese izakayas are expensive', the pricing strategy was strictly localized to match Thai living standards, ensuring locals can easily visit every day. To deliver the same impact as the Japanese price of '398 yen (438 yen with tax) for 1 hour of all-you-can-drink', the Thailand branch realized an astonishing rate of 99 Baht (approx. 483 yen) per hour.
Rather than a simple 'direct import of a Japanese brand', the company provides a place where people can fully enjoy the essence of Japanese izakaya culture, closely aligned with prices and lifestyles in Si Racha.

Offering Classic Japanese Pub Items and Thailand-Exclusive Menus
The Si Racha branch offers popular items from Japan such as 'Thermae Skewer (Chicken Skin)' at 10 Baht (approx. 48 yen) each, and 'Takuchan's Fried Chicken' (4 pieces) for 96 Baht (approx. 468 yen). Additionally, it features Thailand-exclusive menus tailored to local food culture and demand, including 'Japanese-style Crispy Mini Shumai' at 14 Baht (approx. 68 yen) each, and 'Iron Plate Hamburger Steak with Japanese Pepper Sauce' (approx. 963 yen).
Notably, sashimi selections such as salmon and squid, as well as tempura varieties like shrimp and lotus root—highly requested by local fans of Japanese cuisine—are special menus available exclusively at the Si Racha branch.

Maintaining the overwhelming cost performance developed in Japan to counter inflation, the company challenges itself to offer prices that allow the people of Si Racha to visit every day.