Katsuya has launched a new strategic collaboration with SPY x FAMILY, introducing a delicious “mission” designed to expand its market reach and connect with anime fans by bringing the Forger family’s secret adventures to life through a uniquely flavorful experience.
Katsuya, one of Japan’s leading tonkatsu restaurant brands known for its authentic Japanese-style offerings, operated by Central Restaurants Group (CRG) and led by Thirawat Loetthiraphan, Head of Asian Cuisine, has joined forces with the globally popular anime Spy x Family, represented by Raveevat Ongvisit, Senior Business Project Manager at MUSE Communication Co., Ltd., the official licensing partner for Spy x Family in Thailand. This partnership reinforces a shared strategy to expand customer base and strengthen brand engagement.
Under the campaign concept “Mission Delicious”, Katsuya brings the playful world of spies into its dining experience by blending the charm of the Forger Family with its signature tonkatsu menu. The campaign captures the warmth and humour of the Forger Family’s secret missions through exclusive meal sets and limited-edition premium mugs featuring four beloved characters.
This collaboration highlights Katsuya’s strategy of integrating Japanese pop culture into its brand experience, positioning itself as modern, fun, and accessible across generations. Fans will meet iconic characters including Loid Forger, the composed master spy; Yor Forger, the strong and caring mother; Anya Forger, the lovable telepath; and Bond Forger, the future-seeing dog. These characters will come to life through in-store displays, exclusive merchandise, and engaging campaign activities.
By leveraging Character Licensing and Pop Culture Marketing, Katsuya aims to expand its appeal to Gen Z and young millennials particularly anime enthusiasts who value immersive and shareable experiences. The campaign also encourages repeat visits through collectable premium items and interactive social media engagement.
In addition to the immersive experience, Katsuya is offering fans an exciting collectable: the Spy x Family Premium Mug (Limited Edition). Available in four unique designs: Loid, Yor, Anya, and Bond, each mug captures the distinctive charm of its character, making it perfect for both everyday use and collection.
Collection options include:
- Individual mugs: Available at 159 baht each
- Complete Premium Mug Set (Limited Edition): All 4 designs in a special collector’s box for 499 baht (regular price 699 baht), plus a free Forger Family sticker set
Customers can also join the “Collect Mission” promotion, with the opportunity to purchase a premium mug for only 129 baht when spending 350 baht or more per receipt.
Get ready to take part in social media activities, share your “Mission Delicious” moments, and spark excitement among anime fans nationwide.
Join the “Delicious Mission with Collection” campaign from March 11 to May 31, 2026, at all 55 Katsuya branches nationwide.
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