"Creating the Global Standard for Eel" - Edonadai AMON Begins Recruiting Master Franchise Partners in 7 Asian and Middle Eastern Countries

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"Eel" is gaining increasing global attention as the "third Japanese cuisine" after sushi and ramen.

Amon Co., Ltd. (Headquarters: Minato-ku, Tokyo; Representative Director: Megumi Koda), which operates the franchise expansion of the Japanese eel specialty restaurant "Unagiya Edonadai AMON," has begun recruiting master franchise partners in 7 countries/regions across Asia and the Middle East, as it intensifies its overseas expansion.

The One Mont Kiara store in Kuala Lumpur, Malaysia, which opened its first overseas branch in November 2025, serves as an inspection base, accepting on-site store experiences and business briefings.

Creating the Global Standard for Eel, from Japan ── Accelerating Overseas Expansion

Eel dishes, long cherished in Japan, are still limited in their overseas presence compared to sushi and ramen. Since its establishment in October 2023, "Unagiya Edonadai AMON" has been expanding its stores across Japan, starting from its first store in Nezu, Tokyo, based on the concept of "warm moments starting with Unaju (eel rice bowl)," offering authentic Unaju made with Japanese eel and a secret sauce at an affordable price. In November 2025, its first overseas store, the One Mont Kiara branch in Kuala Lumpur, Malaysia, opened for a one-year limited period, receiving high support for Japanese-quality eel dishes locally. Encouraged by this positive response, Amon is now embarking on a full-scale multi-country expansion in Asia and the Middle East.

Overview of Master Franchise Recruitment

Amon is seeking "Master Franchise Partners" who will hold exclusive development rights in each country/region. Partners will be provided with Amon's store operation know-how, cooking techniques, and procurement routes cultivated in Japan, to jointly promote multi-store expansion in their respective local markets.

Target Countries/Regions for Recruitment (7 countries/regions)

Singapore, Dubai (UAE), Vietnam, Indonesia, Taiwan, South Korea, Thailand *If you wish to expand in countries/regions other than those listed above, please feel free to contact us.

What is provided to partners

・Exclusive right to use the Amon brand (within the target country/region) ・Procurement routes for high-quality Japanese eel and quality control system ・Standard design and support for store planning and interior ・Recipe and quality standards for the secret sauce and special dashi (broth) ・Cooking training and operation training (conducted in Japan or at the Malaysia store) ・Ongoing operational support after opening

About Inspection and Briefing Sessions

For those interested in the master franchise, we are conducting business briefings while showing the actual store at the One Mont Kiara branch in Kuala Lumpur, Malaysia. We are accepting applications at any time until October 31, 2026, so please contact us at the inquiry address below.

Image of Unaju serving

Exterior of One Mont Kiara store

Interior image of One Mont Kiara store

About the One Mont Kiara Store (Limited one-year opening)

The One Mont Kiara store, which opened on November 1, 2025, was Amon's first overseas venture. Located in the international upscale residential area of Mont Kiara, it offers authentic Unaju to local residents and the Japanese community. Please note that the One Mont Kiara store is a limited-time opening for one year (until October 31, 2026).

It is positioned as a strategic opening to verify the market potential of eel dishes in Malaysia and accumulate know-how for overseas expansion.

Future full-scale expansion in Malaysia will be pursued in collaboration with master franchise partners.

Edonadai AMON's Commitment

Amon maintains the same quality standards for its overseas stores as it does domestically.

High-quality Japanese Eel

We raise the same young eels as in Japan in strict overseas environments and procure them directly through our unique routes, bypassing many trading companies. We deliver thick, fatty eel at an affordable price.

Original "Sauce"

Based on a sweet soy sauce from a long-established Kyushu soy sauce maker, this is Amon's original sauce, perfected through extensive research by Representative Koda, who previously worked at Michelin-starred restaurants. Each store further refines it with its own unique methods to add depth.

"Dashi" jointly developed with a long-established dashi store

This special dashi was jointly developed by Amon and a long-established dashi store that has supported the flavors of high-end restaurants in Kuromon Market since Ansei 1 (1854). It uses shaved bonito flakes to create an elegant umami that enhances the flavor of the eel and special sauce.

Comment from Representative Director Megumi Koda

Through our store opening in Malaysia, I realized that Japanese eel cuisine is loved across borders. Our goal is for Amon to create the global standard for eel. Together with our partners in various countries, we will deliver warm moments starting with a single Unaju to people worldwide. We look forward to working with those who are willing to take on this new challenge of expanding eel culture overseas.

Master Franchise Recruitment Overview

Recruitment content: Master Franchise Partner Target countries/regions: Singapore, Dubai (UAE), Vietnam, Indonesia, Taiwan, South Korea, Thailand (total 7 countries/regions) *Consultation also possible for other regions Inspection/briefing venue: Unagiya Edonadai AMON 1 Mont Kiara Inspection acceptance period: Until October 31, 2026 (ongoing acceptance) Location: Lot G-23A, 1, Jalan Kiara, Mont Kiara, 50480 Kuala Lumpur, Malaysia Inquiries/Applications: Please contact the inquiry address below

About Unagiya Edonadai AMON

"Unagiya Edonadai AMON" is an eel specialty restaurant offering authentic Unaju made with Japanese eel from around 1,000 yen. Founded in Nezu, Tokyo, in October 2023, it has expanded its stores across Japan based on the concept of "warm moments starting with Unaju." In November 2025, it opened its first overseas store in Kuala Lumpur, Malaysia. Domestic store information: https://unagi-amon.com/

Company Profile

Company Name: Amon Co., Ltd.

Location: Shiba Heights 705, 5-27-3 Shiba, Minato-ku, Tokyo 108-0014

Representative Director: Megumi Koda

Representative Tiktok: https://www.tiktok.com/@mogumegu0705

Website: https://unagi-amon.com/

Contact for this matter

Amon Co., Ltd. Overseas Business Division E-mail: info@unagi-amon.com (Please mention "Saw the press release" for smoother communication. Please set the subject line to indicate it's related to overseas expansion, such as "Regarding overseas expansion")