Sushiro and Kura Sushi, two major Japanese sushi chains, are experiencing contrasting business outcomes in China. Sushiro is gaining popularity through strategic location choices and tailored menu options for the local market, while Kura Sushi is struggling with fewer customers. The underlying factors behind these dichotomous trends could be different marketing strategies and the degree of localization.

In Japan, Sushiro and Kura Sushi are national household names in the sushi industry, common for family and casual dining. The success or failure of these sushi chains abroad is a topic of interest as it mirrors Japan's soft power and cultural influence. Additionally, the equation of how to adapt while maintaining the essence of traditional Japanese cuisine is a prevalent business and cultural issue.

The situation mirrors how international brands like McDonald's and Starbucks have had to adapt their menu and marketing strategies substantially when expanding in different countries, including in Japan, to cater to the local taste and culture.