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I'll have my sushi in Ginza

2026年4月26日 14:07

Sushi in Ginza

It occurred to me that it would be funny to write online that I 'only eat sushi in Ginza,' even if it were a total lie, and then post pictures that clearly showed it was a conveyor-belt sushi place. I mentioned this to my partner, and within a few days of the idea, we were carrying it out. We're both quick to jump on things. However, as the way this story unfolds makes clear, I decided against making it a joke. It just didn't really work as a joke. We couldn't even laugh at it ourselves.

Even though we went all the way to Ginza for conveyor-belt sushi

The serious vibe of a 'flagship store'

The sight of exhausted inbound tourists forming a long line. The reception ticket says a 90-minute wait. At that point, I already knew it wouldn't be a joke. The premise that 'sushi in Ginza means high-end sushi' no longer exists. The equation 'Ginza equals luxury' doesn't hold up either. Without the preconceived notion that 'sushi in Ginza must be expensive,' you can't create the gap needed for the punchline of 'it was just conveyor-belt sushi after all.'

In one corner, there are mock stalls for sushi, dango, and tempura. Do they hold performances depending on the time of day?

Is this the experience of 'eating sushi'?

To begin with, given the thorough automation, even before the 'sushi in Ginza' aspect, I started to wonder if this is what the experience of 'eating sushi at a restaurant' is supposed to be like. You only meet staff when your number is called and you are told the room number of a booth hidden by a noren curtain. You never see the person making the sushi, nor do you see other customers eating. From start to finish, you don't have to exchange a single word with anyone. Is this how a flagship store should be? Most of the customers were from overseas, and I felt a small but indelible sense of resistance that this would become their experience of 'eating sushi in Japan.'

The smallness of the piece I stuffed into my mouth makes me want to tell them, 'This is just conveyor-belt sushi.'

If you want to taste the old-fashioned atmosphere, there are plenty of delicious places that aren't high-end. If you love Harry Potter and are going to the Studio Tour Tokyo, there's Kame Sushi. 'So, this isn't something to worry about,' I tell myself. However, 'sushi in Ginza' is no longer a joke. To laugh at snobbery, one must have not only skepticism toward snobbish things but also a longing for them.

Getting lost in the Nagano Market SHOP at Marronnier Gate Ginza.

Taking a break at the MG Cafe in MATSUYA GINZA (MG), and then heading home. When I got home, my partner made mapo tofu, so while they were cooking, I stood next to them giving a play-by-play, saying things like, 'Draining the tofu is life,' and 'The heat application. The master is at work,' until they shooed me away, saying, 'Are you making fun of me!' They said it was too spicy, but it was genuinely delicious. I sent them home with a stew of long green onions, pork, and konjac that I had whipped up while the rice was cooking.

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