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1 Japanese Food Service Industry: Its Business in Asia TSURUOKA Tomoyuki The domestic market for the food service industry in Japan has been stagnated since It seems difficult to boast sales and profits due to the decrease of the national population in Japan combined with fastpaced aging population and dwindling birthrate. On the contrary, Asian market for the industry has dramatically expanded year by year and it will continue to expand for the foreseeable future. Pursuing Asian market is one of the most effective strategic movements for the industry to survive in the highly competitive marketplace. Japanese food service industry has made its special efforts to expedite their business in the Southeast Asia rather than in China that has several issues such as food safety, increasing rental and labor costs, and anti-japanese feelings. In this article, I discuss the growing Asian market for Japanese food service industry by illustrating marketing seven Ps product, price, place, promotion, people, physical evidence and process in this field based on relevant literatures and interviews with several food service companies which are dedicated to the expansion of their outlets in Asia. This article should help readers understand the big picture in this field and incorporate the topics in their own research and business

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