Photo/Illutration Kura Sushi’s “Today’s Recommendation Series” allows diners to enjoy daily rotating specials at the chain’s location in Naniwa Ward, Osaka, on Nov. 27. (Sakiko Kondo)

Unusual dishes are appearing on the conveyor belts of a leading sushi restaurant chain in a campaign intended to reconnect Japan’s coastal fisheries with the country’s urban diners.

Kura Sushi Inc. on Nov. 28, rolled out its “Today’s Recommendation Series,” a daily rotation of fresh, regionally sourced seafood, at 60 locations in the Kanto region around Tokyo and the Kansai region encompassing Osaka and Kyoto.

These specialties rarely appear on the menus of sushi chains.

From the Sea of Japan off the Hokuriku region come raw “amaebi” sweet shrimp and “kanburi,” the richly marbled winter yellowtail treasured for its deep flavor.

The campaign also features Seto Inland Sea steamed oysters, renowned for their plump, resilient texture, and yellowfin tuna from Okinawa Prefecture, prized for its clean, lean red flesh.

By leveraging direct networks with fishing ports, the initiative aims not only to offer diners fresh seafood but also to bolster the domestic fishing industry.

Each plate is priced at 350 yen ($2.2), including tax, with stores featuring one specific variety per day.

Because the menu reflects the rhythms of nature, the offerings will vary by region and individual location, shifting with the season and the day’s catch.

The campaign builds on Kura Sushi’s Jizakana Jishoku (“local fish, local consumption”) program, launched in April 2023, which emphasized processing local catches at nearby facilities for use in adjacent outlets.

Having forged partnerships with 17 processing factories nationwide, the company is tapping this expanded network to bring regional seafood directly to high-traffic urban stores.

According to a company representative, it is highly unusual for a fast-casual national sushi chain to offer a daily rotation of diverse, wild-caught domestic fish.

The logistics alone are formidable. Unlike standard menu items, seasonal catches fluctuate in volume, often driving up processing and transportation costs compared with stable, farmed inventory.

Kura Sushi overcame these hurdles by partnering with processing plants located near fishing ports.

By transferring the expertise developed in its central kitchens to these local facilities, the company has enabled processing to take place at the source. This approach significantly cuts costs and allows fresh fish to be transported efficiently to urban stores.

The company plans to eventually expand the program to all of its locations nationwide.

“We want people in urban areas to enjoy the unique variety of fish from each region,” the representative said. “Our goal is to broaden sales channels for domestically caught wild fish and help boost overall consumption.”

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