itsu vs Wasabi:Which is more popular?
In September 2026, itsu had more branded searches than Wasabi among Asian restaurant chains in the United Kingdom. itsu had about 74,000 branded searches, while Wasabi had 3,700. itsu made up 16% of all Asian restaurant chain searches we track, and Wasabi accounted for 0.8%. When we asked ChatGPT and Google AI Overviews about Asian restaurant chains, itsu appeared in all three answers and Wasabi in one. itsu was mentioned before Wasabi in every answer.
Follow itsu vs Wasabi and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top Asian restaurant chains in ChatGPT and Google AI Overviews
In three ChatGPT questions, itsu appeared in all three answers. Wasabi was mentioned in one out of three: in one of the three ChatGPT answers. itsu was listed before Wasabi in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
See every answer about Asian restaurant chains
3 answers
Asked ChatGPT
“What's the best Asian restaurant chain in the UK?”
Asked ChatGPT
“Which UK chain has the best sushi?”
Asked ChatGPT
“What are the most popular noodle and sushi chains in the UK?”
Searched Google, AI Overview
“sushi”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“asian restaurant”
Google showed no AI Overview for this search.
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 23, 2026.
Is itsu or Wasabi more popular in search?
This chart shows how often people search Google for itsu and Wasabi by name. Each line represents a brand's share of searches for all six Asian restaurant chains we track, month by month, from searches in United Kingdom.
Share of searches by month for itsu, Wasabi. The figures are in the table below the chart.
View monthly share of searches table
| Month | wagamama | itsu | YO! Sushi | Tampopo | Wasabi | Banana Tree |
|---|---|---|---|---|---|---|
| Oct 2025 | 68% | 20.4% | 9.1% | 1.5% | 0.65% | 0.36% |
| Nov 2025 | 64.4% | 23.6% | 8.7% | 2.1% | 0.61% | 0.51% |
| Dec 2025 | 66.4% | 19.8% | 10.9% | 1.8% | 0.63% | 0.43% |
| Jan 2026 | 63.6% | 19% | 12.8% | 2.6% | 1.6% | 0.5% |
| Feb 2026 | 66% | 19.7% | 10.9% | 2.2% | 0.77% | 0.43% |
| Mar 2026 | 63.2% | 23.1% | 10.4% | 2.1% | 0.9% | 0.4% |
| Apr 2026 | 68.3% | 16.8% | 11.2% | 2.2% | 0.98% | 0.43% |
| May 2026 | 64.1% | 19.3% | 12.9% | 2.1% | 0.96% | 0.63% |
| Jun 2026 | 65.7% | 19.8% | 10.8% | 2.2% | 0.99% | 0.51% |
| Jul 2026 | 64.2% | 19.3% | 12.9% | 2.1% | 0.89% | 0.63% |
| Aug 2026 | 66.8% | 16.4% | 13.4% | 1.8% | 0.93% | 0.64% |
| Sep 2026 | 65% | 16% | 16% | 1.7% | 0.8% | 0.52% |
How has the itsu and Wasabi comparison changed over the last 12 months?
3 findings
- itsu was ahead of Wasabi in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, itsu’s share of searches among Asian restaurant chains in the United Kingdom moved from 20.4% to 16%, and its estimated monthly branded searches moved from 135K to 74K.
- Across the 12 months ending September 2026, Wasabi’s share of searches among Asian restaurant chains in the United Kingdom moved from 0.65% to 0.8%, and its estimated monthly branded searches moved from 4.3K to 3.7K.
How did search popularity change for United Kingdom Asian restaurant chains in September 2026?
2 changes
itsu’s share of searches among Asian restaurant chains in the United Kingdom has lost ground for 3 months in a row, from 19.8% to 16% in September 2026.
Estimated monthly branded searches for Wasabi in the United Kingdom fell 14% over 12 measured months, from 4.3K to 3.7K in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using itsu’s and Wasabi’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among Asian restaurant chains
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.