Sushiro is poised to make a major splash in Hong Kong’s kaiten-zushi scene on October 5, 2026, when it opens its newest branch inside the West Kowloon Centre in Sham Shui Po. To mark the occasion, the Japanese chain is pairing up with popular internet personality Bed J, who will personally serve his favorite sushi selections at the counter. The event is anchored by a strictly limited lineup of premium menu items sold for just $12, alongside exclusive collectible giveaways designed to reward the earliest arrivals.
A Star-Powered Opening Strategy
By enlisting Bed J for the launch, Sushiro is blurring the lines between conveyor-belt dining and local internet culture. His scheduled presence on opening day provides a direct touchpoint for his fan base, effectively turning the restaurant into a temporary meet-and-greet venue for the first time in the chain’s local history. This collaboration signals the brand’s intention to generate viral social-media buzz rather than relying solely on conventional advertising.
The $12 Menu: The Main Event
The centerpiece of the promotion is a handful of premium sushi served at a price point rarely seen for grade-A ingredients. Three specific items are strictly limited to 50 plates across the entire restaurant on opening day:
- Eggplant Dengaku Miso: A generous slice of grilled eggplant coated in a rich, nutty miso glaze. This dish brings a traditional izakaya flavor profile directly onto the sushi counter.
- Hokkaido Small Grain Natto Gunkan: A classic for fans of fermented soybeans, this version sources its natto directly from Hokkaido, offering a distinct textural bite and sharp umami inside a crisp seaweed wrap.
- Premium Large Tuna Belly (Ootoro): The undisputed headliner. High-grade, melt-in-the-mouth tuna belly offered at a fraction of its usual cost, making this the strongest draw for sashimi purists.
Accompanying these ultra- limited items are other exclusive opening-day offerings also priced at $12 while supplies last, including a Soft Boiled Egg Gunkan and an Octopus Sausage Nori Wrap.
A Week of Sweet Deals
The value extends beyond the opening frenzy. From October 5 through October 11, diners can pick up a Chocolate Mont Blanc Cake for just $10. This dessert promotion helps maintain foot traffic through the first full week of operation and provides a strong counterbalance to the savory specialties.
Scoring the Swag: Opening Day Giveaways
Sushiro has structured a three-tier reward system for the earliest guests:
- The First 5 Groups: The very first five groups to be seated and spend over $100 will receive a random large Moe Hug Sushi plush toy.
- Groups 6 Through 50: The next 45 groups to enter the restaurant and spend over $100 will receive a Moe Hug Sushi mystery lucky bag instead.
- Fallback File: Once the plush toys and lucky bags are fully claimed, all subsequent dine-in guests spending $200 or more will receive an exclusive Moe Hug Sushi clear file folder.
Store Details and Logistics
The new branch is located at Shop 201, 2/F, West Kowloon Centre, 37K Hing Street, Sham Shui Po. It will operate daily from 11:30 AM to 9:00 PM.
What This Means for Diners
This opening represents a rare convergence of competitive pricing, premium ingredients, and internet-culture engagement. For the customer, it is a chance to sample high-grade tuna belly and exclusive desserts at entry-level prices while scoring limited-edition merchandise. Given the severe stock limitations on the top-tier sushi and the collectible plush toys, serious enthusiasts are advised to arrive well before the doors open. The combination of a celebrity server, deeply discounted ootoro, and exclusive memorabilia makes the Sushiro Sham Shui Po launch an unmissable event for frugal food lovers and hype-driven collectors alike.