Sushinoya will launch its first location later this month at London’s St Pancras International before following up with a further restaurant in London’s Moorgate in May.
According to the South Korea-born businessman - who launched Wasabi in 2003 - Sushinoya will fill a gap in the market for ‘high-quality sushi that doesn’t compromise on freshness or flavour’.
In a promotional document related to his new project, Kim says that ‘unlike other takeaway sushi sushi brands’ Sushinoya is committed ‘to serving sushi cut from whole, fresh fish, offering a wide variety of options, including more premium varieties’ and will challenge ‘the standardised, factory-assembled sushi dominating the grab-and-go market’.
All sushi will be freshly made, cut and packed on site with whole fish displayed to diners creating the ‘feeling of a Japanese fish market’.
Kim is also behind Korean grab-and-go restaurant Kimchee which currently operates a single site in London’s St Pancras Square.
He also holds the master franchise rights to ramen brand Kineya Mugimaru in the UK and Europe and has launched four restaurants under the brand in London and further site in Cambridge.
Correction
In our original article we incorrectly stated that Wasabi was behind the launch of Sushinoya, which we acknowledge is not the case. Mr Kim has not been involved with the business for a number of years, having stepped away from an executive role at the company in 2021.
We also stated that Wasabi operates 65 sites when in fact it operates 40 sites in the UK and four in New York.
We are happy to set the record straight.