Vietnam’s beloved homegrown pizza brand, Pizza 4P’s, is set to make its debut in the United States, with its first flagship location opening in Brooklyn, New York later this year. The expansion marks a major milestone as the Japanese-Italian fusion restaurant ventures beyond Asia for the first time.
According to Insider Retail, Pizza 4P’s has already begun recruiting a General Manager to oversee operations of its upcoming New York outlet. While the exact address has yet to be revealed, the company’s entry into the U.S. market signals growing international ambition and confidence in its globally appealing concept.
Founded in 2011 by Yosuke and Sanae Masuko, Pizza 4P’s began as a small, artisanal pizzeria in District 1, Ho Chi Minh City, offering handcrafted pizzas made with fresh, farm-to-table ingredients. The name “4P’s” stands for Platform of Personal Pizza for Peace, reflecting the founders’ philosophy of connecting people through food and happiness.
The brand quickly earned a cult following for its innovative flavors, such as salmon miso cream pizza and camembert cheese pizza, which blend Japanese precision with Italian authenticity. Over time, its upscale yet cozy dining experience helped redefine Vietnam’s casual dining landscape.
Over the past decade, Pizza 4P’s has expanded its footprint across Asia, with 35 restaurants in Vietnam, 2 in Cambodia, and 1 each in Japan, Indonesia, and India. The company’s international growth has been guided by a commitment to sustainability, sourcing, and local partnerships — including its own cheese factory in Da Lat, which supplies fresh mozzarella and burrata to all locations.
The upcoming Brooklyn flagship will introduce New Yorkers to Pizza 4P’s signature philosophy: “Delivering Wow, Sharing Happiness.” With the U.S. dining scene embracing premium fast-casual and fusion experiences, the brand’s creative mix of East Asian and Western culinary styles could find an enthusiastic audience.
As the company prepares to enter one of the world’s most competitive F&B markets, this move represents both a symbol of Vietnam’s evolving culinary reputation and a testament to how Asian-founded brands can compete globally.
