Globalization on a plate

Another article on sushi, this one about the globalized sushi industry.


“Rainbow Roll isn’t a typical Tokyo sushi restaurant. Bright and spacious, it’s more like an upmarket izakaya restaurant pub. You could easily miss the traditional hinoki-wood counter at the back. The menu suggests little traditional sushi. Tokyo’s oldest New York-style sushirestaurant opened in September 2001 with a menu centered on U.S. sushi rolls, and a clientele about 40% non-Japanese. The restaurant is a product of gyaku-yunyu (reverse import) . . .

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