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

■ 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, a Japanese town in Hanoi, Vietnam. This marks the first overseas expansion for "Naru," a popular izakaya brand developed in Kinshicho, Tokyo.

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

■ Background and Vision for Overseas Expansion

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

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

To date, our company has developed multiple brands, including 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 to create a place where Japanese expatriates can "relax with peace of mind" and where Vietnamese people can "experience authentic Japanese food culture."

We will offer "authentic Japanese food" that maximizes the flavor of ingredients grilled over charcoal on the robata, maintaining the world view of "Maguro to Robata Naru," beloved in Kinshicho, Tokyo, right here in Hanoi.

■ Concept

—From Tokyo! Authentic Robata for Adults to Relax—

Delicious food, served deliciously—.

This is an authentic robata izakaya for adults to 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 the open kitchen.

Japanese Sake Culture: A rich selection of shochu, sake, and strong carbonated highballs.

■ Menu (Partial Excerpt)

—Commitment to Ingredients—

Focusing on 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! Hamayaki Saba (Grilled Mackerel)

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

Other specialties include dynamic robatayaki dishes, carefully grilled one by one by artisans in the open kitchen.

Authentic Skewers Supervised by High-End Restaurants

Authentic skewers such as chicken thigh (kashiwa), minced chicken (tsukune), and gizzard (sunagimo), offered with professional skewering and grilling techniques, supervised by high-end yakitori restaurants in Tokyo.

Claypot Rice

Freshly cooked claypot rice, prepared upon order.

・Grilled Mackerel Claypot Rice

・Salmon and Ikura Harako Meshi

・Crab and Ikura Claypot Rice, etc.

Seafood Robata

・Grilled Salmon Belly

・Scallop with Butter

・Grilled Oysters

・Grilled Shrimp

・Atka Mackerel

・Seared Mentaiko, etc.

Specialty Dishes

・Luxurious Gratin with Sea Urchin, Ikura, and Shrimp

・King of Cream Cheese

・Sakura Shrimp, Octopus, and Yam Griddle

・Rare Tuna Cutlet, etc.

Drinks

・Sapporo Draft Beer

・Strong Carbonated Highball (Jim Beam / Kaku / Yamazaki)

・Shizuoka-grown Matcha-wari

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

・Many authentic Japanese sake and shochu

■ Interior and Space

—Bringing Japan's "Naru" to Hanoi—

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

The restaurant has a total of 60 seats. The space is designed to engage all five senses with the aroma of charcoal, the sounds, and the movements of the artisans.

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

2nd Floor: Table seats in a calm atmosphere, suitable for business entertainment and dining. Guests can enjoy their meals in a private setting.

■ Message from Representative Director Motonari Miyazaki on Future Development

Our company positions the Hanoi store as the first step in our overseas expansion. We are not only looking at developing multiple stores in Vietnam but also further expanding overseas, primarily in Southeast Asia.

Through the training of local staff, we aim to instill Japanese hospitality, and in the future, promote local staff to store manager positions.