Banh Mi Xin Chao
Taste Banh Mi - Taste Vietnam
Conquering the world's toughest F&B market
From a student's dream...
Summer 2015, from a sudden idea of an economics student, Bui Thanh Tam, while enjoying Kebab banh mi in Tokyo, a bold dream was born: bringing authentic Vietnamese banh mi flavors to Japan.
With the support and companionship of his brother Bui Thanh Duy, that dream became reality. In October 2016, the first Banh Mi Xin Chao store was born in bustling Takadanobaba, carrying the aspiration to conquer the most discerning palates and spread Vietnamese culinary culture.
...to the journey of conquering Japan
2015-2019
This initial phase marked the journey from idea to opening the first store and receiving media attention. The initial steps laid the foundation for further development.
Summer 2015
Origin of the Idea
The idea sparked while waiting in line to buy Kebab banh mi in Tokyo
10/2016
First Store
Opened the first store in Takadanobaba, Shinjuku
01–05/2017
Media Appearance
Featured on Fuji TV and Abema TV. Interviewed by journalist Lai Van Sam – Vietnam National Television (VTV)
07/2018
Top 5 Banh Mi in Tokyo
Ranked in Top 5 best Banh Mi locations in Tokyo
07/2019
Second Store
Opened the second official store in Asakusa, the famous tourist center
2020-2021
This phase marked overcoming the challenges of the COVID-19 pandemic and beginning to expand the franchise model. Thanks to flexible sales policies, the system not only maintained operations but also developed new business formats.
06/2020
NHK Appearance & Franchise Opening
Featured on NHK BS Premium – Japan National Broadcasting; Opened first franchise store in Kobe – Starting the franchise model
2020-2021
Overcoming COVID and Expanding
Overcame the COVID pandemic thanks to flexible sales policies combining takeout and delivery. Did not close any stores and opened new franchise branches in Aichi (Nagoya)
07/2021
Featured in Nikkei
Featured in Nikkei newspaper for innovative business model
08/2021
First Foodtruck & Foodcourt
Launched the first food truck; Partnered with Ito-Yokado supermarket chain, opened the first food court in Mastudo, Chiba
2022-2024
Period of strong growth with high revenue growth and system expansion. Received recognition from major organizations and the government, creating an important foundation for the next development journey.
2022
Revenue Growth and Expansion to Osaka
Revenue grew 170-200%/year, expanded to Osaka – Shinsaibashi branch
10/2023
Investment from NextTech
Received $500,000 investment from NextTech through Shark Tank Vietnam Season 6
28.11.2023
Vietnam and Tokyo Leaders Visit Store
President of Vietnam and Tokyo Governor visited Asakusa store
02/2024
Conversion to Joint Stock Company
Completed conversion to joint stock company
03/2024
Strategic Partnership and Location Expansion
Signed strategic cooperation with DCOM Money Express; First cooperation with Don Quijote, AEON Mall, MARUI
2024
Opened 6 More Branches
Opened 6 new branches
2025-present
Professionalization phase with investment in central kitchen and expansion of international activities. Participating in many cultural events and festivals, contributing to promoting Vietnamese cuisine in Japan and internationally.
04/2025
Kawaguchi Central Kitchen Opening
Opened Kawaguchi Central Kitchen – 400m² area, investment over 30 million yen
09/2025
Served International Forum in Beijing
Invited to serve meals at Vietnam - China Investment & Tourism Promotion Forum in Beijing
10/2025
Participated in Vietnam Festival at Yoyogi
Participated in Vietnam Festival at Yoyogi, Tokyo – sold 7,000 banh mi in 2 days
Annually
Participate in Nearly 20 Festivals Annually
Participate in nearly 20 large and small festivals (Vietnam Festival Nagoya, Yoyogi, VietFest, Funabashi...)
Currently
Nationwide System Expansion
Achieved 26 branches in 8 prefectures/cities, total revenue 4-5 billion yen, nearly 200 employees
Mission
Promote Vietnamese culinary excellence and connect Vietnamese-Japanese culture through authentic dining experiences. At the same time, we strive to support the development of overseas Vietnamese communities, promote entrepreneurship and unity.
Vision
Become an F&B enterprise competitive with major industry corporations, listed on the Japanese stock exchange, and expanding markets to other countries.
Core values
Quality
We commit to delivering perfect and consistent culinary experiences through standardized processes, strict quality control, and continuous improvement.
"Our banh mi, like Vietnamese people - simple on the outside, but hiding within is a whole world of rich, intense, and surprising flavors."