Zetteria Holds an Autumn-Only “Wa Burger Fair”
Zetteria, the hamburger chain operated by Burger One Co., Ltd., will hold a limited-time “Wa Burger Fair” (Japanese-style burger fair) starting Wednesday, October 7, 2026. Zensho Holdings Co., Ltd. announced the fair in a press release on October 1, 2026. The star of the fair is the new Wasabi Tartar Maitake Beef Burger. It brings together maitake mushrooms, wasabi and hisui negi (jade green onion), Japanese ingredients chosen to put the flavors of autumn front and center.
Key Points at a Glance
- Event: Wa Burger Fair
- New item: Wasabi Tartar Maitake Beef Burger
- Price: ¥620 (tax included)
- Launch date: Wednesday, October 7, 2026
- Sales period: Scheduled until late October (while supplies last)
- Locations: Planned for 270 stores, excluding some locations (as of October 1)
A Japan-Born Burger Chain’s Commitment to “Wa”
As a burger chain born in Japan, Zetteria places importance on Japanese culture. Some of its stores use interior designs with traditional Japanese patterns and ukiyo-e woodblock prints. Although the chain serves Western-style hamburgers, it brings Japanese elements into the space itself.
The Wa Burger Fair is themed around the charms and flavors of Japan’s distinct four seasons. Zetteria chose maitake, an aromatic mushroom, from among autumn’s seasonal mushrooms and paired it with Japanese ingredients such as wasabi and hisui negi. The result expresses both seasonality and a distinctly Japanese character in a single burger.
What’s Inside the Wasabi Tartar Maitake Beef Burger
The burger features a 100% beef patty coated in a special teriyaki sauce. It is layered with maitake, tomato, hisui negi and wasabi tartar sauce, all in a soft, fluffy, smooth-textured bun. The main components are:
- 100% beef patty: coated in special teriyaki sauce
- Maitake: fried without batter (su-age) to concentrate its umami
- Wasabi tartar sauce: made with Japanese-grown hon-wasabi (genuine wasabi)
- Hisui negi: crisp, crunchy texture
- Tomato: pleasant, mild acidity
- Bun: soft, fluffy and smooth
Three Flavor Highlights
1. Maitake Fried to Concentrate Its Umami
Maitake is an autumn mushroom with a rich aroma and savory umami. Frying it without batter concentrates that umami, so the flavor deepens with every bite. The mushrooms also have a satisfyingly firm, crunchy texture. This contrast with the beef patty should add a distinctive accent to the whole burger.
2. Wasabi Tartar Sauce with a Sharp, Refreshing Kick
A key feature of this burger is the wasabi tartar sauce made with Japanese-grown hon-wasabi. Its hallmark is wasabi’s sharp, nose-tingling yet refreshing heat. How that heat plays against the teriyaki-coated beef patty is something worth tasting for yourself.
3. Texture and Acidity from Hisui Negi and Tomato
Crisp hisui negi and mildly tangy tomato also play important roles. Layered with the aromatic maitake and the wasabi tartar sauce, they help create a burger built around a careful balance of umami and aroma.
Sales Information and Things to Know Before You Go
The burger goes on sale on Wednesday, October 7, 2026, and is scheduled to be available until late October. Sales will end once supplies run out, so visit early if you want to be sure to try it.
The burger is planned for sale at 270 stores, excluding some locations. This store count is as of October 1. Since not every store carries it, check whether your nearest store is participating before you go. The price is ¥620 including tax.
About the Announcing Companies
Burger One Co., Ltd., which operates Zetteria, is headquartered in Minato-ku, Tokyo. Its President and Representative Director is Mr. Kimura (木村大志). The press release was distributed by Zensho Holdings Co., Ltd., which is listed on the Tokyo Stock Exchange Prime Market (headquarters: JR Shinagawa East Building, 2-18-1 Konan, Minato-ku, Tokyo; representative: Mr. Ogawa (小川洋平)).
Editor’s Take
With its layers of maitake, wasabi and hisui negi, the Wasabi Tartar Maitake Beef Burger is a seasonal item that feels true to Zetteria, a chain that brings traditional patterns and ukiyo-e into its store designs. A teriyaki-coated beef patty meets the aroma and crunchy bite of fried maitake, the refreshing heat of wasabi tartar, and the lightness of hisui negi and tomato. That combination makes it a burger worth watching this autumn. Sales are planned only until late October and will end once supplies run out, so anyone curious should try it soon after the October 7 launch.
Source: press release by 株式会社ゼンショーホールディングス (PR TIMES, in Japanese)