What is SUSHI NIGIRIBA and who is behind it?

SUSHI NIGIRIBA is a set‑menu nigiri concept in California from SUSHI-TEN USA, a joint venture of Royal Holdings, Choushimaru, and Sojitz. It targets an average check of $45-50 with a $28 entry set. The first site opens in Huntington Beach, with a second planned for January 2026.

Why does this matter for Japanese investors?

US demand for Japanese cuisine is large, and this JV tests overseas growth for Choushimaru with controlled risk. Unit economics, FX translation, and brand lift could support earnings from 2026 if results are strong. Weak results cap downside and inform strategy before wider rollout.

What KPIs should we track in 2025?

Watch average check mix, weekly covers, table turns, and online review scores. Follow staffing stability, waste rates for key fish, and any changes to the $28 set. Monitor FX and wages to gauge yen translation. Two solid quarters would support 2026 acceleration.

Are there specific risks to the concept?

Main risks are US labor costs, seafood price volatility, and taste fit. Permitting and lease terms can also delay openings. Menu engineering, flexible sourcing, and training can help. The staged plan, with the second site in January 2026, reduces capital at risk.

Global Market Insights

Choushimaru December 29: US JV to open first SUSHI NIGIRIBA in California

ByHuzaifa Zahoor December 29, 2025December 29, 2025

Choushimaru teams up with Royal Holdings and Sojitz to open the first SUSHI NIGIRIBA in Huntington Beach, California. The trio formed SUSHI-TEN USA to test a set-menu nigiri concept with an average check of $45-50 and a $28 entry set. A second California site is planned for January 2026. For Japanese investors, this move highlights early US traction, potential scale from 2026, and earnings translation tied to FX. Menu variety, beverage mix, and table turns will drive unit economics and inform rollout pace. We explain the strategy, pricing, and key KPIs for 2025.