Singapore's RE&S takes Shinpachi beyond Japan
The operator is testing a value-focused grilled fish concept in Singapore.
RE&S Enterprises Pte Ltd (RE&S), a Singapore-based operator of Japanese food and beverage brands, is using Singapore’s appetite for Japanese food to test Charcoal Grill Shinpachi as it takes the brand overseas for the first time.
The quick-service restaurant (QSR), known as Shinpachi Shokudo in Japan, opened at Serangoon NEX on 15 August, serving grilled fish at relatively low prices.
“Singapore loves Japanese food,” Hee Mei Leng, executive vice president for QSR at RE&S, told QSR Media. “In 2025, Singaporeans made a record 726,200 trips to Japan, which increased by 5.1% compared with 2024.”
Hee said protein-rich diets have also moved beyond fitness enthusiasts into mainstream meal planning, creating demand for high-protein, low-fat meals at lower prices.
Adapting the Japanese concept to Singapore required RE&S to preserve the original brand’s standards whilst making the operation fast enough for a quick-service setting.
Shinpachi uses a customised two-layer charcoal grill that cuts cooking time compared with conventional charcoal equipment. RE&S adopted the system in Singapore to retain charcoal grilling whilst serving customers faster.
Training also had to be compressed. Four experienced operations and kitchen leads completed a programme in Japan that normally takes about a month.
“Our team has gone through only two weeks in Japan, but completed the whole programme and passed the assessment,” Hee said via Zoom.
The Japanese brand owner then provided on-site supervision during the first weeks of Singapore operations. RE&S is using the experience to develop manuals and a training framework for future local teams.
Charcoal grilling in a shopping mall also required regulatory and technical checks. RE&S worked with qualified professionals to meet statutory requirements and obtain fire-safety and related approvals.
The launch comes as Singapore food and beverage operators face higher costs and intense competition. About two-thirds of food shops that closed in 2025 had operated for less than five years, Hee said, citing Ministry of Trade and Industry data.
Labour, food, and rental costs are also rising, whilst further wage increases under the progressive wage model are due in 2027 and 2028.
Singapore’s consumer price index rose 2.2% in July from 1.9% in June, whilst food inflation accelerated to 2.2%, according to data from the Singapore Department of Statistics and the Monetary Authority of Singapore.
RE&S is responding by adjusting menu and pricing structures to protect value perception without eroding margins, whilst investing in equipment and processes to improve productivity.
Hee said the group’s central kitchen and procurement office in Japan help manage food costs and maintain consistency.
Shinpachi is part of a broader portfolio strategy that includes established brands such as Ichiban Boshi and a value-focused udon and tempura concept.
RE&S has also adjusted its premium Haku Sushi format by introducing omakase sets at lower starting prices, supported by its Japanese procurement operations.
Hee said the group is expanding selectively, focusing investment on existing brands and choosing locations carefully rather than pursuing rapid expansion.
