Sushiro, a heavyweight in Hong Kong’s conveyor belt sushi scene, will officially open its newest location at the West Kowloon Centre in Sham Shui Po on Monday, October 5, 2026. The launch is supercharged by a collaboration with popular internet personality Bed哥 (@jfft), who will step into the role of a special server, combined with a lineup of deeply discounted limited-edition dishes that put premium bluefin tuna belly within reach for just $12.
The Collaboration: A Star Server on the Floor
This opening goes beyond the usual ribbon-cutting. Bed哥 will be physically present at the Sham Shui Po branch, personally serving his personal favorite sushi selections directly to customers. This hands-on approach transforms a simple store opening into a unique interactive event, blending influencer culture with the fast-paced dining experience that defines the kaiten-zushi sector.
The $12 Lineup: Bargain Hunting at Its Finest
Sushiro is leveraging aggressive loss-leader pricing to generate immediate buzz. The crown jewel of the October 5 promotions is the Extreme Premium Tuna Belly (Otoro) — a cut of fish normally commanding a much higher price—offered for a flat $12.
Other items available on October 5 until sold out include:
- Hokkaido Small Grain Natto Gunkan (Battleship roll)
- Onsen Tamago Gunkan (Hot spring egg roll)
- Octopus Sausage Nori Wrap
- Nasu Dengaku Miso (Eggplant with sweet miso) — strictly limited to just 50 plates for the entire store on the first day.
For those with a sweet tooth, the promotion rolls into a Chocolate Mont Blanc Cake for just $10, available from October 5 through October 11.
Grand Opening Gifts: Plushies and Lucky Bags
To reward early arrivals, Sushiro is offering exclusive Moe Hug Sushi merchandise.
- Plushie Giveaway: The first 5 groups seated who spend over $100 will receive a random large Moe Hug Sushi plushie.
- Lucky Bags: Groups 6 through 50 spending over $100 receive a mystery gift bag.
- Fallback Reward: Once the plushies and bags run out, dine-in customers spending over $200 can claim a limited-edition file folder while stocks last.
Location and Market Context
The new branch is situated at Shop 201, 2/F, 37K Hing Chow Street, Sham Shui Po, putting it squarely in the heart of one of Hong Kong’s most revitalized food districts. The store will operate daily from 11:30 AM to 9:00 PM, though hours may shift depending on foot traffic.
Sham Shui Po has rapidly evolved from a neighborhood known for electronics and fabric markets into a genuine culinary destination. Sushiro’s decision to anchor a location here with such a high-profile, high-value opening suggests a deliberate strategy to draw new demographics to the area.
What This Means for Diners
For value hunters and sushi fans alike, this opening represents a rare chance to sample high-grade tuna at a fraction of its typical retail price. The takeaway is straightforward: arriving well before the 11:30 AM opening is almost mandatory to secure the limited Nasu Dengaku Miso plates and the coveted plushie toys.
Sushiro’s integrated marketing strategy—pairing a social media figure with genuine, high-quality discounts—sets a strong precedent for Hong Kong restaurant launches in 2026. Whether this signals a permanent shift toward influencer-operated pop-ups or a one-time experiment, the October 5 debut is a must-watch event for anyone tracking the city’s competitive dining landscape.