Sushiro Opens First US Store in New York Times Square This October
HK01 · 2 SOURCESabout 2 hours ago2 MIN
Summary
Japanese budget sushi chain Sushiro will open its first American location in New York Times Square in October 2026, marking the company's debut in the US market. A plate of two tuna pieces will cost $5 USD (approximately 39 HKD), significantly higher than the 12 HKD charged in Hong Kong. The pricing strategy aims to balance authenticity with accessibility while reflecting higher operating costs in New York.
Key Points
- Sushiro's first US store opens in October 2026 at New York Times Square
- Tuna sushi (2 pieces) priced at $5 USD (39 HKD), compared to 12 HKD in Hong Kong
- Premium bluefin tuna belly (otoro) costs $10 USD (78 HKD) per plate
- Limited-time tuna roll at $14 USD (110 HKD) during opening promotional period
- Parent company Food & Life Companies operates across Asia including China, Hong Kong, and Singapore
- CEO Yamamoto Masaaki stated pricing aims to maintain authentic quality while offering the most reasonable price possible
- US location features electronic ordering screens and private dining rooms
Why It Matters
The price gap between New York and Hong Kong—where a tuna plate costs less than one-third—underscores how overseas expansion reshapes cost structures for international chains. For Hong Kong consumers, this signals potential future price adjustments at home as Sushiro navigates its first major Western market entry, while serving as a benchmark for competitive pressures in the local sushi market.