Ten top sushi brands bring live chef demos at Isetan sushi festival

Isetan Shinjuku will hold its first “Isetan Sushi Expo” from November 12 to 18. The event will be held in the main building’s basement Food Collection, and bring together 10 brands to showcase the diversity of Japanese sushi, from traditional nigiri to contemporary creations.

The week-long expo is designed as a comprehensive celebration of sushi, presenting the cuisine as a feast for both the eyes and the palate. The event will feature live demonstrations from chefs, providing an engaging experience for visitors to learn about the established and innovative masters, and highlighting the evolution of sushi as a culinary art form.

Among the participants is Sushi Ginza Onodera, a renowned establishment with international locations that operates under the concept “From Ginza to the world.” Chefs trained at its Ginza headquarters will prepare authentic Edo-mae sushi at an eat-in counter, using premium ingredients such as natural domestic bluefin tuna from the wholesaler Yamayuki. Takeaway sets will also be available.

Mirai Suisan, a specialist fishmonger and dining establishment from Suginami, will offer its signature rice bowls. The company focuses on non-frozen domestic bluefin tuna, which is aged in-house, and serves it over rice seasoned with pure red vinegar.

A unique take on pressed sushi will be presented by fuu fuu fuu, a brand that combines food with textile design principles to create what it calls “edible art pieces.” Its Isetan Shinjuku exclusive offering features seasonal vegetables and other ingredients layered with cream cheese and walnuts.

From Osaka, Hitokuchi Inari Muroya will offer a colourful assortment of 42 small rolls, marketed as “eating jewels.” The set includes seven varieties, such as fatty tuna with pickled radish and mackerel with ginger, all made with yuzu-vinegared rice.

Other notable offerings include beef nigiri from Ginza Ushiawase, which uses only A5 rank Yonezawa beef topped with Osetra caviar. Kaga Hyakumangoku Dashi Inari Kanazawa Maimon Kitsune will present five types of inari sushi, featuring fried tofu simmered in a special seafood dashi.

The full lineup of participating brands includes Aji no Takumi, Sushi Ginza Onodera, Mirai Suisan, Hitokuchi Inari Muroya, Kaga Hyakumangoku Dashi Inari Kanazawa Maimon Kitsune, Saikichi, Sapporo Hizen, Uokei, Ginza Ushiawase, and fuu fuu fuu.