Conveyor-belt sushi spread widely following the 1970 Osaka Expo and has since become one of Japan’s representative food cultures. In recent years, however, the rise of “non-rotating” conveyor-belt sushi restaurants has reduced the sense of surprise and enjoyment in selecting dishes intuitively while watching plates move along the conveyor belt. In addition, awareness of conveyor-belt sushi itself remains limited in international markets, where boosting awareness of this dining style and differentiation are key challenges for future global expansion.

Kura Sushi viewed the Expo as an opportunity to redefine the experience and opened the largest restaurant in its history at Expo 2025 Osaka, Kansai, Japan. The restaurant connected sushi with representative dishes from 70 countries and regions participating in the Expo on a single rotating conveyor belt, presenting an experience that symbolically brings the world together.

For menu development, the product development team researched and sampled cuisines from around the world. With the cooperation of embassies from 25 countries, flavors and preparation methods were further refined to ensure authenticity. This process resulted in dishes that were culturally respectful and recognized as “embassy-approved tastes.”

Beginning in September 2024, anticipation for the project was gradually built through a press conference, television commercials, and a nationwide in-store campaign titled “World Taste Expo.” As a result, the initiative generated coverage in 185 media outlets in Japan and overseas and attracted more than 300,000 visitors.

Through sustainable store design and international collaboration, the project demonstrated the future value of conveyor-belt sushi to audiences in both Japan and around the world, creating a legacy that will continue beyond the Expo.