Living in Bangkok definitely has its perks, especially when it comes to food. But sometimes, even a seasoned expat like me needs a change of scenery, a blast of sea air, and maybe, just maybe, a different kind of culinary adventure. That’s how I found myself heading down to Pattaya for a weekend break not long ago. It’s an easy enough trip from the capital – just about an hour and a half by car if the traffic gods are smiling, or a couple of hours by bus , making it a go-to escape for many of us city dwellers.
Pattaya, as many know, is a city of contrasts. You’ve got the buzzing nightlife of Walking Street , the tranquil Sanctuary of Truth , beautiful beaches like Jomtien , and a whole host of attractions drawing tourists from across the globe. But on this particular sunny afternoon, my mission was simpler: escape the heat and find a good lunch. The destination? Central Festival Pattaya Beach.
An Oasis of Cool: Central Festival Pattaya
You can’t miss Central Festival. It’s a massive, modern shopping complex right on Pattaya Beach Road, between Soi 9 and Soi 10. It stands out as a sleek, air-conditioned haven, a world away from the bustling street stalls outside. Spread over seven floors with over 350 shops, it’s arguably the premier shopping destination in Pattaya, attracting locals and tourists alike.
As Asia’s largest natural beachfront shopping complex , it’s more than just shops. You’ve got everything from high-street fashion brands like H&M, Zara, and Marks & Spencer to sportswear giants like Nike and Adidas, beauty stores like Sephora, tech shops, banks, and even a multi-screen cinema and bowling alley up top. The place is huge, covering around 200,000 square meters , and even has the Hilton Pattaya hotel integrated into the complex.
Wandering through the cool corridors, browsing international brands and enjoying the escape from the midday sun, my thoughts inevitably turned to food. Central Festival boasts a wide array of dining options, from familiar fast-food joints to Thai, Indian, and Korean restaurants, plus a popular food court with bay views. But as I ascended the escalators, a familiar name caught my eye, sparking a flicker of recognition and excitement.
Sushi Train Arrives in Pattaya: Discovering Sushiro
There it was, on the 6th floor : Sushiro. The clean, bright entrance hinted at the organized efficiency within. I knew the name – Sushiro is a big deal in Japan, a household name when it comes to kaiten-zushi, or conveyor belt sushi. There was already a bit of a buzz around the entrance, a queue forming – often a good sign that you’ve stumbled onto something popular.
My curiosity piqued, I decided this was lunch. While waiting briefly (they have an efficient app-based booking system too, I later learned ), I did a quick mental recall and later confirmed some facts. Sushiro isn’t just any sushi chain; it’s Japan’s largest conveyor belt sushi company by sales volume , a titan in the industry with over 600 restaurants in Japan alone. Founded back in 1984 , they’ve built a reputation on providing fresh, high-quality sushi at incredibly reasonable prices. They serve a staggering 150 million customers annually in Japan – numbers that speak volumes about their consistency and appeal.
The whole concept of conveyor belt sushi itself has a fascinating history, originating not with Sushiro, but decades earlier. Back in 1958, a resourceful restaurant owner in Osaka named Yoshiaki Shiraishi, struggling with staffing issues and inspired by watching beer bottles move on a conveyor belt at an Asahi brewery, had a revolutionary idea. He spent five years developing the system before opening the world’s first kaiten-zushi restaurant, Mawaru Genroku Sushi. It was initially met with skepticism but quickly caught on, embodying Osaka’s culture of pursuing “cheap and delicious” food in an efficient, fun format. This innovation democratized sushi, transforming it from a potentially expensive, formal meal into something accessible and entertaining for everyone.
Sushiro, emerging later, perfected this model, leveraging technology and a focus on quality ingredients to rise to the top. And they haven’t just stayed in Japan. Recognizing the appeal of sushi across Asia – driven by what their CEO wisely noted as a shared “rice culture” and a “higher tolerance for raw fish” – Sushiro has been strategically expanding. They’ve opened branches in South Korea, Taiwan, Hong Kong, Singapore, China, and Indonesia. Thailand joined the Sushiro family relatively recently, with the first branch opening in Bangkok’s CentralWorld in March 2021. Seeing this well-regarded Japanese giant here in Pattaya, nestled within the convenience of Central Festival, felt like finding a reliable friend in a familiar place – a testament to their successful international strategy. They clearly see potential in Thailand, planning significant expansion in the country.
The Kaiten-Zushi Experience: Fun, Fast, and Fresh
Stepping inside Sushiro Pattaya, the experience begins immediately. The centerpiece, of course, is the conveyor belt, a gleaming track snaking its way past every booth and counter seat, carrying a colorful parade of sushi plates. For anyone new to kaiten-zushi, the concept is brilliantly simple: see a dish you fancy as it glides by? Just reach out and take it! There’s an undeniable element of fun and anticipation, watching the different options approach. It turns choosing your meal into an interactive game.
Making things even easier is the clear pricing system. Each plate is color-coded according to its price. At Sushiro Thailand, the pricing is refreshingly straightforward and, frankly, amazing value. The journey starts with the Red plates at just 40 baht (about $1.10 USD). Then you have Silver plates at 60 baht, Gold plates at 80 baht, and finally, the premium Black plates at 120 baht. This transparency is fantastic – you always know exactly what you’re spending as you stack your plates, removing any potential bill shock often associated with sushi indulgence. It makes the whole experience feel accessible and budget-friendly, perfect for families or travelers wanting a quality meal without a hefty price tag.
But the Sushiro experience isn’t just about grabbing plates off the belt. This is where modern technology seamlessly blends with the traditional concept. Each table or counter spot is equipped with a multilingual touchscreen tablet. Don’t see your favorite item on the belt? Want something guaranteed freshly made just for you? Simply browse the extensive digital menu – complete with pictures, which is super helpful – tap your selection, and send the order directly to the kitchen.
And the delivery? Often, your custom order arrives via a dedicated express lane above the main conveyor, zooming directly to your numbered seat. It’s incredibly efficient and adds another layer of high-tech fun. This dual system – the classic belt for immediate gratification and browsing, plus the tablet for specific requests and guaranteed freshness – really offers the best of both worlds. It caters perfectly to both impatient sushi lovers and those who know exactly what they want.
The restaurant itself is bright, clean, and bustling without feeling chaotic. There are counter seats perfect for solo diners or couples wanting to watch the chefs (if visible) and the belt action up close, as well as comfortable booths suitable for families and groups. At each station, you have everything you need: chopsticks, small dishes for soy sauce, pickled ginger (gari), and crucially, a container of matcha powder and a hot water dispenser to make your own unlimited green tea. It’s a well-thought-out, self-sufficient setup that adds to the casual, no-fuss atmosphere.
The Feast: A Parade of Deliciousness
Now, let’s talk about the main event: the sushi itself. The sheer variety at Sushiro is impressive. Their global website boasts over 100 kinds of delights, including sushi and side dishes , and the Pattaya branch certainly felt like it lived up to that promise. The conveyor belt is a constantly changing landscape of temptation.
You’ll find all the classics, of course. Glistening slices of Maguro (lean tuna) and vibrant orange Salmon – perennial favorites for a reason – are staples on the 40 baht red plates. I grabbed a plate of Maguro almost immediately; it had that clean, satisfying flavor you look for in good tuna. The salmon nigiri was equally fresh and popular.
But the fun lies in exploring beyond the basics. I spotted some Ebi (shrimp) nigiri, always a safe bet, and some tempting Gunkan (battleship) maki, like the Negitoro (minced fatty tuna with green onion), which was delicious. One of my personal highlights from the red plates was the Aburi Salmon with Cheese (or ‘Salmon Yang Cheese’ as the Thai menu charmingly puts it ). The salmon is lightly torched (aburi style), giving it a smoky hint, and topped with melted cheese – a creamy, savory combination that sounds unusual but works incredibly well. It’s a modern twist that’s become a favorite.
Using the tablet, I decided to splurge a little and ordered from the higher tiers. From the 120 baht black plate selection, I tried the Anago (sea eel). It arrived as a generous, long piece draped over the rice, glazed with a sweetish sauce. The eel was incredibly soft, not fishy at all, and practically melted in my mouth – definitely worth the premium price. I also indulged in some Chutoro (medium fatty tuna), another black plate item. Richer than the standard Maguro but less intense than Otoro, it hit that perfect balance of flavor and luxurious texture.
It’s not just about the fish, either. Sushiro offers a great range of non-sushi items too. I couldn’t resist ordering a Chawanmushi (savory steamed egg custard) , which arrived piping hot and silky smooth – pure comfort food. A bowl of Miso Soup provided a warming, savory counterpoint to the cool sushi. And remember that free-flow green tea you make yourself? Perfect for cleansing the palate between different types of sushi.
What keeps things interesting is that Sushiro often features monthly campaigns or seasonal specials. When I visited, they might have been running a particular promotion (like the 4th Anniversary specials mentioned for April 2025 ), showcasing unique ingredients or creative dishes for a limited time. This commitment to novelty means there’s often something new to discover, even for regulars, adding an element of excitement to each visit.
Throughout the meal, the emphasis on freshness that Sushiro prides itself on was evident. The fish tasted clean, the rice was well-seasoned (they apparently pay exacting attention to it, from growing to seasoning ), and even the items ordered via tablet arrived promptly, indicating an efficient kitchen focused on quality. Reviews I’d seen echoed this positive sentiment about freshness and quality ingredients.
The Verdict: An Expat’s Enthusiastic Recommendation
So, what’s the final word? As an American expat who’s called Bangkok home for a while now, I’ve eaten my fair share of Japanese food across Thailand. Bangkok has an overwhelming number of options, from high-end omakase counters to neighborhood sushi joints. Finding a place like Sushiro in Pattaya – delivering this level of quality, variety, and fun, all at such an affordable price point – was a genuinely delightful surprise. It absolutely holds its own against many mid-range sushi spots in the capital.
It’s easy to sometimes fall into a bit of expat cynicism , but experiences like this remind you of the great discoveries still to be made around Thailand. Sushiro represents that positive side of finding accessible, high-quality international cuisine blending seamlessly into the local scene.
For anyone visiting Pattaya – whether you’re traveling solo, as a couple looking for a fun date spot, or a family seeking a crowd-pleasing meal – I wholeheartedly recommend Sushiro at Central Festival. It ticks all the boxes:
- Quality & Authenticity: It’s run by Japan’s top kaiten-zushi chain, bringing proven expertise and a focus on fresh ingredients.
- Variety: With over 100 items, including sushi, sides, and desserts, there’s something for everyone.
- Value: Starting at just 40 baht per plate, it offers incredible value for money. You can feast without fearing the final bill.
- Fun Factor: The conveyor belt system is genuinely entertaining, especially for first-timers or kids. The tablet ordering adds a cool, modern touch.
- Convenience: Located right inside Central Festival Pattaya Beach , it’s easy to find and perfect for combining with shopping or escaping the heat.
It’s the kind of place that’s easy to love – efficient, delicious, affordable, and entertaining. It manages to be both a reliable choice and a fun experience.
Conclusion: Don’t Miss This Pattaya Treat
Seriously, if you find yourself in Pattaya with a craving for sushi, or just looking for a great meal that’s a bit different, add Sushiro to your list. It’s more than just a quick bite; it’s a delightful experience from the moment you sit down to the moment you (very satisfyingly) tally up your stack of colorful plates.
I left feeling completely content – fantastic food, a genuinely fun time, and remarkably easy on the wallet. It’s the kind of place you immediately want to recommend to friends planning a trip to the coast. It’s discoveries like these that make exploring Thailand, even familiar spots like Pattaya, continually rewarding.
Until the next discovery, happy travels (and happy eating!) in Thailand.
– An American in Bangkok
Quick Facts: Sushiro @ Central Festival Pattaya Beach
Restaurant – Sushiro
Location – Central Festival Pattaya Beach, 6th Floor
Hours – Mon-Thu & Sun: 11:00 – 22:00 (Last Order 21:30)<br>Fri-Sat & Public Holidays: 11:00 – 23:00 (Last Order 22:30) (Verify current hours)
Price Range:
Red Plate: 40 THB
Silver Plate: 60 THB
Gold Plate: 80 THB
Black Plate: 120 THB
(Plus side dishes, drinks, service charge)
Concept: Kaiten-Zushi (Conveyor Belt Sushi)
Ordering: Grab plates from conveyor belt OR order via multilingual touchscreen tablet
Highlights: Fresh ingredients, wide variety (>100 items), great value, fun atmosphere, efficient service, seasonal specials
Website (TH)https://sushiro.co.th/
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