HONG KONG — Sushiro Hong Kong is kicking off the new year with a dual promotional launch, featuring the highly anticipated “Debut Crab Festival” menu alongside an exclusive merchandise collaboration with the popular Japanese character series, Chiikawa. Starting January 6th, the conveyor belt sushi chain will introduce a limited-time menu highlighted by premium crab dishes and other seasonal items, with prices beginning affordably at HK$12.
The centerpiece of this January promotion, dubbed the “Debut Crab Festival”, is a curated selection of exciting crab-focused creations designed to delight seafood aficionados. Key new additions include the Cream Cheese Kani Miso Kourayaki (grilled crab paste with cream cheese), which marks its first appearance in Hong Kong. Also featured are the succulent Raw Snow Crab Legs and the generously portioned Special Red Snow Crab Legs, showcasing the sweet flavor profile of seasonal crab.
Beyond the crustacean spotlight, Sushiro is simultaneously rolling out its “Phase One 2026” menu, introducing several new dishes to complement the winter appetite. These include comforting options like Shiratamaya Azuki Soup (sweet red bean soup with mochi balls) perfect for cold weather, the playful Takoyaki Udon, savory Crispy Fried Chicken, and the visually appealing Shrimp Avocado Inari Sushi (fried tofu pocket sushi), offering diverse choices for customers. In total, the launch encompasses 15 new dine-in and takeout items.
Chiikawa Partnership Elevates Dining Experience
Adding a layer of consumer excitement, the Japanese chain is executing its first-ever partnership with the beloved Chiikawa franchise in Hong Kong. This cross-promotion, running concurrently with the January menu, offers fans the opportunity to acquire exclusive, limited-edition Chiikawa merchandise.
Customers who dine in or place a takeaway order totaling HK$150 or more have the option to purchase special items—starting from an additional HK$39—such as keychains, phone straps, phone holders, and custom sushi plates featuring the characters.
To enhance the fan experience further, three Sushiro branches have been transformed into temporary Chiikawa-themed stores. These specially decorated locations—located in Wong Tai Sin, Tin Shui Wai (T-Town), and Causeway Bay (Causeway Bay Plaza 2)—serve as prime photo opportunities and hubs for the collaboration. To prevent disappointment, Sushiro has established an online inventory resource allowing customers to check the stock levels of the exclusive merchandise at each location.
Looking Ahead: Phase Two Surprise
Sushiro has indicated that the January menu and Chirikawa collaboration represent the initial wave of new year offerings. Fans can anticipate a further “Phase Two” launch mid-month, which will introduce additional surprise new dishes and potential in-store activities, maintaining momentum throughout the month. Patrons are advised to monitor official Sushiro channels for updates on these forthcoming limited releases.
This synchronized launch of premium seasonal food items and engaging character merchandise strategically positions Sushiro to drive high foot traffic and strong consumer engagement in the highly competitive Hong Kong dining market during the beginning of the new year.