Maguro Group, traditionally focused on premium Japanese/Korean dining, is diversifying into Isan (Northeast Thai) cuisine with a new "Hawy" brand aimed at mass-market segments—office workers, families, and students—with entry-level prices starting at 79 baht. The company reported H1 2026 revenue of 1,138.6 billion baht (32% YoY growth) across 58 locations, pursuing a portfolio strategy to capture broader customer bases and balance income sources while maintaining premium sourcing standards.