Sushinoya brings omakase-inspired grab-and-go sushi to London’s Chinatown

Sushinoya, a new grab-and-go sushi project founded by restaurateur Dong Hyun Kim, has just opened its latest site in London’s Chinatown. The launch marks the brand’s second branch following its debut at St Pancras in April this year, and represents Kim’s most ambitious venture to date. The new location at 62 Shaftesbury Avenue aims to bring Omakase-style sushi to a wider audience, combining premium preparation with convenience in one of the capital’s most visited food districts.

Dong Hyun Kim, who previously founded popular Asian food chains Wasabi, Kimchee and Kineya UK, is now focused on developing Sushinoya and other upcoming East Asian dining concepts. The Chinatown branch will serve as a flagship site for the brand and host future campaigns, events, and collaborations.

The concept behind Sushinoya is to offer sushi prepared fresh daily by chefs, including rare cuts such as chutoro tuna, yellowtail (Hamachi), and eel (Unagi). The menu also features hot bento boxes, seasonal specials, and inclusive options catering to halal, vegan and gluten-free diets.

“Most grab-and-go sushi shops today rely on digital screens or pre-packed boxes from the fridge, where you often don’t know who made it or how fresh it is,” said Kim. “We’re doing the opposite, bringing the craftsmanship and care of traditional sushi into a convenient, on-the-go format without compromising quality.”

The Chinatown site will operate seven days a week, with a later closing time from Thursday to Saturday. The expansion continues with a third site scheduled to open on Charing Cross Road in November 2025, followed by a Moorgate branch in spring 2026. Additional projects and new Korean and Japanese dining concepts are also in development for 2026.

Sushinoya’s approach draws on the Omakase tradition, where chefs select and prepare dishes based on seasonal ingredients and their own expertise. Unlike traditional Omakase restaurants, however, the brand adapts this model for a fast-paced urban setting, with the goal to make high-quality sushi more accessible to everyday diners.

Food Desk

For further information, visit Sushinoya’s website here.