Ngưu Phồn — the prosperity of beef

Gyu Shige is written in two kanji: 牛 (gyū — beef) and 繁 (shigeru — prosperity, abundance). In Vietnam the brand keeps the Sino-Vietnamese reading “Ngưu Phồn” — a wish for abundance set right on the grill. A yakiniku chain from Japan with 160+ branches across Asia, one name, one grilling standard.

The restaurant uses imported beef and seafood plus carefully selected fresh produce — clean vegetables from its own Dalat farm — to bring an authentic yakiniku experience to Vietnamese diners. The Saigon Centre 5th-floor hall seats 140, with private rooms and tatami seating; tables sit close so diners feel “like cooking at home”.

The restaurant's landmark is the row of paper chochin lanterns lettered 炭火焼肉 hanging over the glowing mural wall with its blazing red 牛繁. At lunch the hall rides the mall's foot traffic; in the evening, when the lanterns come on, the grills find their true rhythm — a little smoke, the scent of grilling meat, the soft sizzle.