They are the most popular restaurants in Japan. In UK we have the Wagamama restaurant chain which is cultish and serves sushi, ramen noodles, and so on Japanese style. Teens and twenties( including my youngest daughter and her friends) would not be seen dead in a Macdonalds but love Wagamama. A culture topsy turvy.
BTW China also has a Roman script called Pinyin. It has been adopted throughout the world hence Peking is now known as Beijing and with the accents Běijīng.