Innovating Asian Dining: Chubby Group’s Culinary Rise Across BBQ, Hotpot and More

It’s Friday night: You're with your best friends, seated around a bubbling hot pot, steam rising as slices of premium Wagyu beef cook to perfection in seconds. The marbling melts into the rich broth, creating an explosion of flavors.

Welcome to Chubby Group's world of innovative Asian dining, where concepts like Chubby Cattle Hot Pot, Chubby Cattle BBQ, and NIKU X reimagine what variety, experience and value can mean for today’s diner. It's the kind of fast-growing, cross-border business that East West Bank is well-equipped to support.

From hot pot to handrolls: building a diverse portfolio

Spanning hotpot and yakiniku-style BBQ to sushi handrolls, skewers and more, Chubby Group has built a culinary powerhouse that spans diverse Asian cuisines and is known for their premium ingredients.

Today, Chubby Group operates 35 locations across multiple concepts tailored to different dining preferences.

In less than a decade, Chubby Group has built a restaurant portfolio that includes:

Fine dining

• The X Pot (located in the Palazzo at The Venetian Resort Las Vegas and America's first luxury Wagyu hot pot restaurant).
• Wagyu House
• NIKU X

Casual dining

• All You Can Eat – Chubby Cattle Hot Pot; Chubby Cattle BBQ (featuring yakiniku-style grilling); Mikiya Wagyu Shabu House; and Yumiyaki Sukiyaki House.
• À La Carte – Chubby Curry; Chubby Nori (handrolls); Chubby Skewers; and Chubby Tea (bubble tea).
• Coming Soon – Chubby Bowls; Chubby Dumplings; Chubby Tan; Wagyu Factory, and more.

At-home options

• Chubby Foods – Wagyu Beef Bowl and Wagyu Dumplings (available online and in stores).

"We’re proud to bring the world closer together through unforgettable dining experiences," said co-founders Yang and Zhao. "Our goal is to elevate the Asian dining experience in the United States by offering premium ingredients like A5 Wagyu and top-tier seafood, while still providing great value," they continued.

Turning dining into a shareable experience

That approach extends beyond the plate. Chubby Group embraces technology and social media to appeal to tech-savvy customers. Through innovations such as iPad ordering systems; automated woks, servers and conveyor belts; and a gamified loyalty program—the Chubby Club—dining becomes a fully interactive and memorable experience.

The company attracts content creators spanning platforms like Instagram, TikTok and Red Note and reaches both Asian and mainstream diners. At some locations, the percentage of non-Asian customers has grown from 20 percent to as high as 90 percent, a shift driven by the brand’s ever-growing Chubby Club membership and digital reach.

Vertical integration: controlling the supply chain

One of Chubby Group’s most strategic business choices is vertical integration. By sourcing whole cattle from consistent, trusted suppliers, they are able to thoughtfully match specific cuts to the restaurant concept where they’ll shine—reserving premium selections like ribeye for hot pot and richly-marbled options for yakiniku-style BBQ. This approach supports responsible sourcing, minimizes waste and ensures consistency and available supply across their restaurant brands.

Banking on cross-border expertise

Given the complexity of Chubby Group’s international supply chain—from the United States to Japan to Australia—and ambitious expansion plans, finding a bank that could navigate cross-border financing, sourcing and logistics was essential. East West Bank's cross-border platform made the Bank an ideal fit for Chubby Group’s next phase of growth.

"East West Bank has played a crucial role in our growth," said Yang and Zhao. "They provided customized financial solutions that helped us achieve success in both expansion and the acquisition of high-quality ingredients like A5 Wagyu. With their expertise in cross-border transactions, they helped us effectively manage our complex supply chains and ensure adequate cash flow to support our long-term vision,” Yang and Zhao continued.

“We are delighted to help support this next generation of Asian American entrepreneurs—exemplified in Harby Yang, David Zhao and Joyce Li,” said Li Zhang, Senior Vice President, Manager, Cross Border Trade, East West Bank. “By taking a unique supply chain approach, our banking team’s expertise can help Chubby Group secure key products to position them for sustainable strategic growth in the market,” she continued.

The expansion playbook

With over $45 million in equity raised and plans to open 25 more locations (to total 60) in 2025 alone, Chubby Group is in hypergrowth mode. But it’s not just about expansion—it’s about creating cultural experiences across Asian dining and more that appeal to multiple audiences.

Backing from significant investors including Shinnosuke Murakami (a prominent leader in Japan's food industry and representative of S Foods Group) and Entrepreneur Ventures, Chubby Group is positioned for continued expansion.

They’re also scaling their Chubby Club membership program, aiming to hit one million members. The loyalty program is a key part of how they’re building community and lasting customer engagement.

Takeaways: lessons for aspiring food entrepreneurs

Chubby Group's journey is a blueprint for aspiring entrepreneurs. “Success in food isn't just about the product—it's also about supply chains, customer loyalty and creating an experience people want to return to," said Yang.

In a world where food often serves as the most accessible gateway to understanding different cultures, these entrepreneurs are creating spaces where innovation and tradition coexist beautifully on the plate and beyond—one restaurant, one meal, one cultural connection at a time.

Find Chubby Group restaurants.