#United States #Huntington Beach, California #Sojitz #Royal Holdings #Choshi Maru

Introduction

In an exciting move for the dining scene, three prominent Japanese companies—Royal Holdings, Choshi Maru, and Sojitz—have partnered to bring the Japanese sushi experience to the United States. Under the newly formed joint venture, SUSHI-TEN USA Inc., they are set to open two locations of their new restaurant concept, 'SUSHI NIGIRIBA', aiming to capture the growing demand for authentic Japanese cuisine in the American market.

The first restaurant is scheduled to open its doors on December 30, 2025, in Huntington Beach, California. A second location is planned to follow shortly after in Culver City in January 2026. This launch represents a significant step towards establishing a foothold in the lucrative U.S. dining market, known for its diverse culinary culture and increasing appreciation for Japanese food.

Market Context

The U.S. market boasts vast opportunities, particularly in the realm of dining, where consumer tastes are evolving rapidly. The sushi market, traditionally led by high-end establishments, has seen a shift towards more casual dining experiences, leading to an increase in demand for sushi restaurants that offer a relaxed atmosphere and high-quality food at reasonable prices. California, with its rich history of Japanese immigration and thriving Japanese restaurant scene, is the perfect launchpad for this initiative.

With sushi's popularity growing year after year, 'SUSHI NIGIRIBA' aims to provide a fresh take on traditional sushi dining while incorporating innovative practices to enhance the customer experience.

Concept and Offerings

'SUSHI NIGIRIBA' seeks to create an intersection of tradition and innovation in the sushi dining experience. The restaurant will use traditional red vinegar in their sushi rice and apply marinade soy sauce with a brush to the nigiri, ensuring meticulous attention to detail with every dish. All seating will be at a counter, promoting interaction between chefs and diners while offering an authentic, immersive sushi experience.

The sushi will be presented at approachable prices without compromising quality, aiming to appeal to both sushi novices and aficionados alike.

Restaurant Overview

First Location

• - Official Name: SUSHI NIGIRIBA
• - Address: The Strand, 180 5th Street, Suite A130, Huntington Beach, CA 92648, USA
• - Seating Capacity: 24 seats
• - Floor Area: Approximately 163.8 m² (about 50 tsubo)
• - Operating Hours: 11:00 AM - 10:00 PM (may vary)
• - Opening Date: December 30, 2025 (Grand Opening)

Second Location

• - Official Name: SUSHI NIGIRIBA
• - Address: Ivy Station, 8809 Washington Boulevard, Unit 125, Culver City, CA 90232, USA
• - Seating Capacity: 24 seats
• - Floor Area: Approximately 161.2 m² (about 50 tsubo)
• - Operating Hours: 11:00 AM - 9:00 PM (may vary)
• - Opening Date: January 2026 (Grand Opening Planned)

Corporate Background

SUSHI-TEN USA Inc.

• - Name: SUSHI-TEN USA Inc.
• - Location: Santa Ana, California
• - CEO: Hiroshi Takase
• - Business Focus: Development of food-related businesses in the U.S.
• - Capital: $12,000,000
• - Ownership Composition: 34% Royal Holdings, 33% Choshi Maru, 33% Sojitz
• - Establishment Date: March 18, 2024
• - Fiscal Year-End: December 31

Overview of Partner Companies

1. Royal Holdings, Inc.
- Headquarters: Fukuoka, Japan
- CEO: Masataka Abe
- Business Activities: Restaurant chain management and various food-related services.
- Capital: ¥17,830 million
- Established: April 4, 1950

2. Choshi Maru Co., Ltd.
- Headquarters: Chiba, Japan
- CEO: Ken Ishii
- Business Activities: Operates multiple sushi brands across Japan.
- Capital: ¥1 billion
- Established: November 2, 1977

3. Sojitz Corporation
- Headquarters: Tokyo, Japan
- CEO: Koji Uemura
- Business Activities: Engaged in diverse manufacturing and sales, including both domestic and international markets.
- Capital: ¥160,339 million
- Established: April 1, 2003

Conclusion

Together, Royal Holdings, Choshi Maru, and Sojitz are set to redefine sushi dining in the U.S. through 'SUSHI NIGIRIBA', promising fresh and authentic flavors deeply rooted in Japanese traditions while catering to the American palate. This exciting venture highlights the potential of Japanese cuisine in the global market and opens up new avenues for the restaurant industry in the U.S.