Elevating Sushi Excellence from Kanazawa to the World

Today, it has been over a decade since Japanese washoku was recognized as a UNESCO Intangible Cultural Heritage. This recognition has not only contributed to a surge in food exports, reaching JPY 1.4 trillion in 2023, but has also fueled a dramatic rise in the number of Japanese restaurants worldwide, from 55,000 in 2013 to around 200,000 today. In your view, what has driven the growing success of washoku overseas? And what, in your eyes, makes Japanese cuisine stand out on the global stage?

Japanese cuisine is rooted in freshness, with some dishes traditionally served raw. This culinary culture has been shaped by the meticulous nature of the Japanese people. The long history of Japanese food is central to its identity—much like French cuisine, it reflects a deep commitment to technique and craftsmanship. Unique condiments such as vinegar and soy sauce are essential to the flavor profile of Japanese dishes. Take sushi, for example—its distinct taste relies on vinegar, and it’s that same delicate sensibility and attention to detail that defines the dish. Without this refined balance of technique and essential ingredients, sushi wouldn’t be what it is today.

Sushi chefs typically learn their craft under the guidance of a master, spending years honing their skills. Over time, some go on to develop their own interpretations while still preserving the core of the tradition. Personally, I’ve never cooked professionally, but I work closely with top-level chefs and am deeply committed to ensuring our staff uphold the same high standards of authenticity.

As sushi culture spreads globally, we’re seeing many overseas restaurants serving what I would consider to be "fake" sushi. We originally started as a conveyor belt sushi restaurant, but today we operate locations in major hubs like Tokyo Station, Osaka Station, and Kyoto Station—each opened in response to direct requests from those areas.

We also run a sushi school in Fukuoka, and I hope to expand this concept internationally, through partnerships with vocational institutions in countries such as Taiwan and parts of Central Asia. Kanazawa, for instance, presents collaboration opportunities due to its international business environment.

Our portfolio includes everything from high-end sushi establishments to more casual dining options, allowing us to serve a broad customer base. Looking ahead, we plan to begin construction next year on our new flagship store which will span about 800 square meters. It will become the heart of our sushi operations, designed to embody the essence of Japanese culture.

Your company places a strong emphasis on authenticity, with locations in some of Japan’s most prominent areas. With inbound tourism surging—35 million visitors last year and around 40 million expected this year—how are you working to attract these tourists to your restaurants and provide them with an authentic sushi experience?

Our restaurants attract a large number of inbound tourists, and we aim to ensure that every guest leaves with a positive and memorable experience. To make that possible, we train our staff to meet the expectations of international visitors. We see particularly high tourist traffic at our locations in Shibuya, Ueno, Kyoto, Fukuoka, and Kanazawa Station.

To help guests engage with authentic Japanese culture, we take the time to explain the different types of fish and dishes in Japanese, creating a more immersive and genuine dining experience. To reduce language barriers and improve communication, we also employ Japanese staff who are studying foreign languages, enabling them to better assist our international customers.

While washoku continues to gain momentum globally, Japan is also experiencing a steady rise in inbound tourism. At the same time, the country faces a significant long-term challenge: an aging population, which is leading not only to a shrinking labor force but also to a declining consumer base. How is your company addressing the impact of this demographic shift—particularly when it comes to overseas expansion as a strategy to sustain growth and future-proof your business?

We operate under three core policies, inspired by the Japanese proverb: "Three arrows are not easily broken." Each policy plays a vital role in helping us navigate demographic challenges while sustaining long-term growth.

Our first policy focuses on store locations. We prioritize opening restaurants in areas where the population is stable or growing—or in regions that remain popular destinations, even if the local population is in decline. With this approach, we plan to double our number of stores over the next five to seven years.

Our second policy is driven by Japan’s demographic outlook. With the national population projected to fall below 100 million by 2050, overseas expansion has become essential. In contrast, regions like Central Asia are experiencing population growth. Looking 100 to 200 years into the future, we believe it's critical to establish a presence in these emerging markets.

The third policy centers on innovation beyond traditional restaurant operations. We're currently developing rapid freezing technology and conducting R&D to produce high-quality frozen sushi. Our goal is to establish production facilities in Japan and Taiwan and distribute these products both domestically and internationally. We see strong potential in overseas markets—particularly in supermarkets and on cruise ships—where we can deliver authentic sushi experiences at scale.

Even as Japan’s population declines, our focus remains on offering truly exceptional food. That requires first-class chefs with refined skills, which is why we invest heavily in training. We also plan to establish sushi schools in Japan and abroad to support the development of future talent.

We believe that sharing clear dreams and goals with our team helps reduce employee turnover. Our aim is to build a system where chefs can continue to grow and refine their craft while working with us. We also aspire to offer the highest salaries in the industry, ensuring that our chefs feel recognized and have no reason to seek opportunities elsewhere.

To support this vision, we’re developing a comprehensive training textbook. When new chefs join our company, they’ll be able to use it to learn about different types of fish and deepen their knowledge of sushi preparation and culture.

Our goal is to serve as a trusted guide for our readers, introducing them to the best Japanese restaurants, products, and cuisine—so they can experience the true authenticity of Japan. As a company operating in the competitive sushi industry, what sets your brand apart from others? Why should customers choose your restaurants over the many alternatives?

I don’t want to sound arrogant, but we place a strong emphasis on safety and security to ensure our food is not only delicious but also prepared to the highest standards. We provide thorough training for our staff on hygiene management and take every possible precaution to prevent food-related incidents.

Ultimately, it’s up to the customer to decide whether they choose to dine with us—but our goal is to provide genuine hospitality in a comfortable, welcoming environment, paired with exceptional food and service. We believe that combining traditional Japanese culture with cuisine enhances the overall dining experience and makes the food even more enjoyable.

We’re also deeply committed to creating the right atmosphere in our restaurants. Kanazawa, with its rich history and strong connection to traditional Japanese culture, serves as a key inspiration for our store design. You’ll find cultural elements reflected in everything from the interior to the tableware. And since we serve sushi, presentation matters—we take great care to ensure that every detail embodies the elegance of Japanese aesthetics. Ishikawa Prefecture is known for its fresh, high-quality seafood, and we believe that’s a major reason guests are drawn to our restaurants.

Your brand clearly represents a unique blend of tradition and authenticity. As you expand into Taiwan—with plans to open two or three additional locations either this year or in the near future—how do you intend to maintain the same high standards of Japanese service, quality, and tradition in your overseas restaurants?

Education is extremely important to us. We seek to work with partners who share our values—particularly when it comes to education and philosophy. If someone’s approach is fundamentally different, we prefer not to collaborate. When I see sushi being made abroad, I sometimes encounter versions that don’t resemble sushi at all. That’s why we feel a strong responsibility to preserve the traditional culture of sushi as it exists in Japan.

I recently visited the Cabinet Office of the central government and am currently lobbying for the establishment of an international standard for sushi. At present, there are no global guidelines, which has allowed a kind of “fake” sushi culture to develop in some countries. What I would like to introduce is an international sushi master certification exam, where chefs could earn one or two stars based on their skills and knowledge.

The goal is to teach authentic sushi-making techniques worldwide and hold these certification exams globally, so trained chefs can offer safe, high-quality sushi anywhere in the world. Many people making sushi today lack an understanding of its history or the full range of sushi types. I want to teach the fundamentals, share the culture, and help preserve its authenticity on a global scale.

As you continue expanding overseas and promoting the authenticity of Japanese sushi culture, we’ve spoken with other companies that are actively seeking partners to help them enter global markets. Are you also looking for partners to support your international expansion?

I’ve received several partnership offers, but of course, I can’t accept all of them—we’re very selective. We only collaborate with partners who align with our philosophy of preserving and passing on traditional Japanese sushi culture. It’s essential for us to work with people who genuinely understand and respect what we’re trying to achieve.

For someone looking to experience the true essence of your brand and authentic sushi, which of your locations would you personally recommend?

If I had to choose one, I would recommend our main store in Kanazawa. We operate a range of locations—some are quite high-end, while others are more affordable but still offer excellent food. It really depends on the kind of experience you’re looking for.

For example, during Golden Week, the wait time at our Kanazawa main store once reached seven and a half hours. And that location isn’t even one of our most expensive—yet people were still willing to wait. I think that speaks to the strength and appeal of the experience we offer there.

Your company is celebrating its 26th anniversary this year. If you had to sum up your brand’s philosophy in a single sentence for our readers, what would it be?

Our core principle is simple: serve delicious food, in a delicious way. We always remind our team that we should aim to serve the kind of food we’d genuinely want to eat ourselves—and that we’d be proud to offer to someone important.

For more information, please visit their website at: https://www.maimon-susi.com/about/