Ginza Shabu-Shabu KOUBAI celebrated its official Grand Launch on 20 October 2025 at Dusit Central Park, marking the debut of Tokyo’s iconic shabu-shabu and sukiyaki concept in Thailand. Led by Executive Chef Masaji Iwahashi, the event welcomed distinguished media, KOLs, and culinary guests for two exclusive lunch and dinner sessions showcasing Kumamoto Aka-Ushi Beef — one of Japan’s rarest wagyu, representing only 0.6% of Japan’s beef production.
“This was the happiest day since I began this project,” said Chef Masaji Iwahashi, smiling as he looked around the room. “I saw everyone’s smiles as they were eating, and that makes our effort worth it.”
Throughout both sessions, guests experienced KOUBAI’s signature shabu-shabu and sukiyaki courses — featuring the prized Aka-Ushi beef prepared in Ginza tradition — alongside a live presentation of the restaurant’s dramatic Shiogama Hoba-yaki.
The dish, in which beef is wrapped in a Japanese magnolia leaf and encased in a salt crust before being cracked open tableside, became the visual highlight of the event.
Guests and media noted the lightness and refinement of the Aka-Ushi beef — describing it as “refreshing, aromatic, and full of umami,” distinct from the richer, heavily marbled wagyu styles more common in Japan and abroad.
The experience demonstrated KOUBAI’s philosophy: purity of taste through balance and restraint.
The culinary journey was complemented by curated sake and wine pairings, including labels from Kamoshibito Kuheiji’s “Sauvage” and “Human” sakes, as well as the Domaine Kuheji Coteaux Bourguignons from the renowned Japanese winemakers from Burgundy.
