[Overseas Expansion] Popular Izakaya from Tokyo Opens Overseas! Authentic Robatayaki "ROBATA NARU Hanoi" Grand Opens on May 11, 2026, in Hanoi, Vietnam!

Overview

Pay it Forward Inc. (Headquarters: Sumida-ku, Tokyo; Representative Director: Motonari Miyazaki) will grand open "ROBATA NARU Hanoi" on May 11, 2026, in the Linh Lang area, the Japanese town of Hanoi, Vietnam. This marks the first overseas expansion for "Naru," a popular izakaya brand developed in Kinshicho, Tokyo.

At this new establishment, guests can experience authentic robatayaki, pursuing the same quality as in Japan, along with Japanese sake culture, including sake and shochu, directly in Hanoi.

Background and Vision for Overseas Expansion

—Creating a New Standard for Japanese Dining Experience in Hanoi, Vietnam—

Hanoi, home to approximately 20,000 Japanese residents, has numerous Japanese restaurants, but there are still few specialized robatayaki restaurants committed to "authentic Japanese quality."

Among these, the Linh Lang area is a fiercely competitive dining district where Japanese expatriates, business travelers, and local affluent individuals gather, leading to a growing demand for higher quality Japanese food.

Our company has, until now, developed multiple brands such as the tuna specialty restaurants "Maguro Standard" and "Maguro to Robata Naru," as well as yakitori restaurants "Yakitori Major," "Yakitori Next Circle," and "Kinshicho Sumibi Naru," providing dining experiences focused on ingredients, technique, and hospitality.

Driven by the desire to deliver this value overseas, we decided to open "ROBATA NARU Hanoi" as our first international venture.

We aim for the restaurant to be a comforting haven for Japanese expatriates and, at the same time, a place where Vietnamese people can experience "authentic Japanese food culture."

We will bring the world of "Maguro to Robata Naru," beloved in Kinshicho, Tokyo, directly to Hanoi, offering "authentic Japanese food" that maximizes the flavor of ingredients grilled over charcoal on the robata.

Concept

—From Tokyo! Authentic Robata for Adults to Relax—

Delicious food, kept delicious—.

This is an authentic robatayaki izakaya for adults, where you can truly enjoy Japanese food and sake culture through robatayaki.

【Three Commitments】

Authenticity: Offered with the same recipes and quality as in Japan.

Live Robata Experience: A dynamic experience felt in an open kitchen.

Sake Culture: A wide selection of shochu, sake, and strong highballs.

Menu (Partial Excerpt)

—Commitment to Ingredients—

Primarily using seafood imported from Japan, such as bluefin tuna, salmon belly, Atka mackerel, and mentaiko, combined with fresh local ingredients from Hanoi.

Vietnamese local chicken is used for poultry, and Japanese rice cooked in a clay pot brings out the maximum flavor of each grain.

Furthermore, we are committed to Japanese quality even in seasonings, such as Tosa soy sauce, Namara salt, and truffle salt, reproducing authentic flavors locally.

Signature Dish! Hamayaki Saba (Grilled Mackerel)

A dish that condenses the rich flavor of fat, slowly grilled over robata charcoal.

Other specialties include dynamic robatayaki, where chefs carefully grill each item one by one in an open kitchen.

Authentic Skewered Dishes Supervised by High-End Restaurants

Authentic skewered dishes like kashiwa (chicken thigh), tsukune (chicken meatballs), and sunagimo (chicken gizzard), prepared with professional skewering and grilling techniques, supervised by a high-end yakitori restaurant in Tokyo.

Donabe Gohan (Clay Pot Rice)

Freshly cooked clay pot rice, prepared upon order.

・Grilled Mackerel Clay Pot Rice

・Salmon and Ikura Harako Meshi (Salmon Roe Rice)

・Crab and Ikura Clay Pot Rice, etc.

Seafood Robata

・Grilled Salmon Belly

・Scallops with Butter

・Grilled Oysters

・Grilled Shrimp

・Grilled Atka Mackerel

・Seared Mentaiko, etc.

Specialty Dishes

・Luxurious Gratin with Sea Urchin, Ikura, and Shrimp

・King of Cream Cheese

・Sakura Shrimp and Octopus Yam Tororo Teppanyaki

・Rare Tuna Cutlet, etc.

Drinks

・Sapporo Draft Beer

・Strong Highball (Jim Beam / Kaku / Yamazaki)

・Freshly Brewed Shizuoka Matcha Sour

・Freshly Squeezed Vietnamese Orange Sour (Original sour utilizing local ingredients)

・Many authentic Japanese sake and shochu

Interior and Space

—Bringing Japan's "Naru" Directly to Hanoi—

While inheriting the ambiance of Japan's "Naru," the interior is designed to combine warmth and luxury, adapted to the Hanoi locale.

The restaurant has 60 seats, creating a space where guests can enjoy the aroma of charcoal, the sounds, and the chefs' movements with all five senses.

1st Floor: Centered around an open kitchen, counter seats are arranged where guests can enjoy robatayaki right before their eyes, creating a dynamic atmosphere with the aroma of charcoal, the sounds of grilling, and the chefs' movements.

2nd Floor: Table seating in a calm atmosphere, suitable for business entertainment and dining. A private space where guests can relax and enjoy their meal.

Future Developments: Message from Representative Motonari Miyazaki

Our company positions the Hanoi store as the first step in our overseas expansion, with a vision for multi-store development in Vietnam and further expansion primarily in Southeast Asia.

Through the training of local staff, we aim to instill Japanese hospitality, eventually promoting local staff to store managers.