Hong Kong, September 5, 2026 — A collaboration spanning decades of heritage and oceanic excellence has landed in Hong Kong. Sushiro, the beloved conveyor-belt sushi chain, has joined forces with Gyokichimaru, a Japanese fishery with over 80 years of history, to launch a limited-edition series featuring Southern Bluefin Tuna. Starting September 5, 2026, diners across 10 select outlets can savor prized cuts—including brain, cheek, and collar meat—at prices starting from just HK$17.
A Partnership Rooted in Quality
The collaboration, which runs until supplies last, marks the first time Sushiro Hong Kong has partnered with Gyokichimaru. The fishery, established in Japan during the pre-war era, is renowned for its meticulous sourcing and cold-chain expertise. For this series, Sushiro is offering natural, wild-caught Southern Bluefin Tuna—a fish so scarce that only about 4% of all bluefin tuna circulating in Japan meets this premium standard.
“This is not your everyday tuna,” a Sushiro spokesperson explained. “We are bringing Hong Kong diners a taste of the ocean that few have experienced—caught in frigid, deep-sea waters and flash-frozen at an extraordinary -60°C to -70°C to lock in freshness.”
A Menu of Rarities: From Brain to Collar
While the entire Sushiro network (excluding the Sham Shui Po West Kowloon Centre and Wan Chai Emperor Group Centre outlets, with the Lok Fu branch delayed until September 22 due to renovation) will carry two limited-edition items, the real draw lies in the 10 specialized locations.
Two General Offerings for All Outlets:
- Natural Bluefin Tuna Three-Piece Set (HK$48): A sampler platter showcasing different cuts in one order.
- Natural Bluefin Fried Tuna Chunks (HK$22): Crispy, golden bites of premium tuna.
Ten Outlets Exclusively Offering Ultra-Rare Cuts:
| Cut | Description | Price |
|——|————-|——-|
| Seared Brain Meat (Natural Bluefin Tuna Yakishimo Nouten) | Taken from the top of the head; buttery and melt-in-the-mouth. | HK$17 |
| Torched Cheek Meat (Natural Bluefin Tuna Aburi Hohoniku) | Firm yet tender with a unique, bouncy texture. | HK$17 |
| Collar Toro (Natural Bluefin Tuna Gyokoro Toro) | Richly marbled with intense umami and natural oils. | HK$27 |
Note: The Ten-Specialty Outlets will not serve the Three-Piece Set during the rare-cut period to avoid menu overlap.
Locations Offering the Rare Cuts:
- Tuen Mun Town Plaza
- Tai Po
- Kwai Fong
- Causeway Bay (Causeway Bay Plaza 2)
- Tsim Sha Tsui (Granville Road)
- Tseung Kwan O Plaza
- Olympian City 2
- Kwun Tong
- Sha Tin (New Town Plaza Phase 3)
- Kowloon Bay (Telford Plaza 2)
An Immersive Dining Experience
Beyond the sushi itself, Sushiro is adding a playful educational element. Dine-in customers at participating outlets will receive a “Gyokichimaru Quiz Shaker”—one of six collectible designs. Each shaker features trivia questions about bluefin tuna, turning a meal into an interactive discovery of the fish’s anatomy, fishing methods, and sustainability.
Why This Matters
The launch comes at a time when global appetite for bluefin tuna is intensifying, but sustainable sourcing remains a critical challenge. By collaborating with a historic Japanese fishery that employs extreme cold-chain technology, Sushiro is not only elevating its menu but also demonstrating how heritage and innovation can deliver quality without compromising responsible practices.
What’s Next for Sushiro Fans?
The collaboration is strictly limited in quantity and duration. All items will be served until stocks run out, with no confirmed extension as of press time. Industry watchers expect the rare cuts—especially the brain and collar—to sell out quickly, given their scarcity even in Japan.
For connoisseurs, this is an opportunity to taste parts of the tuna that rarely leave Japan. For newcomers, it is a gateway to understanding why Southern Bluefin is considered one of the ocean’s finest treasures. Diners are advised to check individual outlet availability and to arrive early, especially at the 10 specialty branches.
Editor’s Note: All pricing, availability, and promotional details are subject to change at the sole discretion of Sushiro Hong Kong and Gyokichimaru. Readers are encouraged to confirm directly with participating outlets before visiting.