COMPETITION HEATS UP
The rapid growth, however, has also intensified competition.
“When we first opened, many similar places started appearing,” said Sergey Lebedev, founder of Chiko, a food chain featuring Korean cuisine.
“People saw that it was popular, and a lot of brick-and-mortar noodle and self-service spots opened. The market quickly became saturated,” he added.
“Demand grew. Now, it’s not so easy for noodle shops because there are so many of them. Even large retail chains like Magnit have started opening their own. Demand is now almost fully satisfied, and to stand out from competitors we had to rethink our format.”
With sanctions limiting direct flights to many Asian destinations, social media has become a key gateway for Russians discovering Asian cuisine and culture.
“Asian food is becoming more popular – the atmosphere, the whole experience,” said Moscow resident Lev.
Restaurant owners say they are now working to make Asian cuisine more accessible to consumers outside Russia’s largest cities, where tastes remain more traditional.
They also believe restoration of direct flights to Asian countries could fuel even greater interest in the years ahead.