Edo Dining Inc. Changes Name from Eito Shoji to Enhance Sushi Culture Worldwide
In a significant move aimed at broadening its business horizons, Eito Shoji Co. has announced a name change to Edo Dining Inc., effective from May 1, 2026. This rebranding is not merely cosmetic; it's a reflection of the company's commitment to enhancing the accessibility and enjoyment of Edo-style sushi, both domestically and internationally.
Based in Asakusa, Tokyo, the company has been a prominent player in the sushi industry through its standing sushi bar brand, Magurobito. The goal of Magurobito has always been to present Edo-style sushi - the traditional sushi of Tokyo - in a casual and engaging way, allowing patrons to appreciate the skill of sushi artisans while enjoying high-quality ingredients.
The new name, Edo Dining Inc., encapsulates the essence of the company’s vision: "To make Edo-style sushi more approachable and a part of everyday life worldwide." The term "Edo" signifies Tokyo's roots as the birthplace of sushi culture, while "Dining" implies a broader exploration and celebration of Tokyo's culinary offerings beyond just sushi. With this fresh identity, Edo Dining aims to elevate the dining experience of their existing brand and expand into new markets and locations.
Edo Dining Inc. is committed to preserving the craftsmanship and dedication to quality that has defined its operations while enhancing the overall customer experience. According to Naoki Abe, the President of Edo Dining, the company is grateful for the longstanding support from customers and partners under its former name. However, it's time to invigorate the Magurobito brand and introduce Edo-style sushi to a wider audience, from all corners of Japan to the global stage.
"Standing sushi bars exemplify Tokyo's fast-paced and skillful culinary scene. We strive to continue refining and modernizing this unique dining experience," Abe affirms. The ethos of "Edo-style sushi made accessible, and into global everyday life" sums up their ambition moving forward.
Magurobito prides itself on offering meticulously crafted sushi from premium fish, with chefs preparing each piece skillfully before the eyes of customers. This dynamic experience is designed to appeal to a diverse clientele, ranging from locals to international tourists.
The vision of Edo Dining is to further enhance the standing sushi experience, focusing on quality improvement, new store openings, and potentially entering international markets. The company is set on developing new dining concepts that resonate with modern lifestyles, while continuing to promote the rich tradition of Edo-style sushi.
The official company details post-rebranding remain unchanged:
With eight locations throughout Tokyo as of May 2026, including outlets at Shin Nakamise Street and Kaminarimon, Edo Dining aims to empower more customers to enjoy the flavors of traditional sushi. As the company enters this exciting new chapter, it invites everyone to partake in the evolution of sushi dining in Tokyo, making these cherished culinary experiences more accessible and engaging than ever before.
In the coming years, Edo Dining Inc. is fully committed to a mission: to share the beauty of Edo-style sushi, ensuring that it remains an integral part of Tokyo's cultural fabric while making it available to an even broader audience.
Eto Dining, under its exciting new name, looks forward to engaging customers with delightful culinary experiences that celebrate the essence of Tokyo’s vibrant food culture.
Based in Asakusa, Tokyo, the company has been a prominent player in the sushi industry through its standing sushi bar brand, Magurobito. The goal of Magurobito has always been to present Edo-style sushi - the traditional sushi of Tokyo - in a casual and engaging way, allowing patrons to appreciate the skill of sushi artisans while enjoying high-quality ingredients.
The new name, Edo Dining Inc., encapsulates the essence of the company’s vision: "To make Edo-style sushi more approachable and a part of everyday life worldwide." The term "Edo" signifies Tokyo's roots as the birthplace of sushi culture, while "Dining" implies a broader exploration and celebration of Tokyo's culinary offerings beyond just sushi. With this fresh identity, Edo Dining aims to elevate the dining experience of their existing brand and expand into new markets and locations.
Edo Dining Inc. is committed to preserving the craftsmanship and dedication to quality that has defined its operations while enhancing the overall customer experience. According to Naoki Abe, the President of Edo Dining, the company is grateful for the longstanding support from customers and partners under its former name. However, it's time to invigorate the Magurobito brand and introduce Edo-style sushi to a wider audience, from all corners of Japan to the global stage.
"Standing sushi bars exemplify Tokyo's fast-paced and skillful culinary scene. We strive to continue refining and modernizing this unique dining experience," Abe affirms. The ethos of "Edo-style sushi made accessible, and into global everyday life" sums up their ambition moving forward.
Magurobito prides itself on offering meticulously crafted sushi from premium fish, with chefs preparing each piece skillfully before the eyes of customers. This dynamic experience is designed to appeal to a diverse clientele, ranging from locals to international tourists.
The vision of Edo Dining is to further enhance the standing sushi experience, focusing on quality improvement, new store openings, and potentially entering international markets. The company is set on developing new dining concepts that resonate with modern lifestyles, while continuing to promote the rich tradition of Edo-style sushi.
The official company details post-rebranding remain unchanged:
- - Company Name: Edo Dining Inc.
- - Headquarters: 6-4-4 Asakusa, Taito-ku, Tokyo 111-0032
- - President: Naoki Abe
- - Business Focus: Operating restaurants, planning and managing sushi and dining brands
- - Primary Brand: Magurobito
- - Website: https://asakusa-magurobito.net/
With eight locations throughout Tokyo as of May 2026, including outlets at Shin Nakamise Street and Kaminarimon, Edo Dining aims to empower more customers to enjoy the flavors of traditional sushi. As the company enters this exciting new chapter, it invites everyone to partake in the evolution of sushi dining in Tokyo, making these cherished culinary experiences more accessible and engaging than ever before.
In the coming years, Edo Dining Inc. is fully committed to a mission: to share the beauty of Edo-style sushi, ensuring that it remains an integral part of Tokyo's cultural fabric while making it available to an even broader audience.
Eto Dining, under its exciting new name, looks forward to engaging customers with delightful culinary experiences that celebrate the essence of Tokyo’s vibrant food culture.
Topics Consumer Products & Retail）
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