Jiro Ono, the octogenarian maestro profiled in the 2011 American documentary Jiro Dreams of Sushi, has announced that he will be opening the third branch of his world-famous sushi restaurant in none other than the Chinese capital.
Jiro’s younger son Takashi, who manages the family’s second branch in Tokyo, is particularly keen to export is father’s brand abroad. His eldest son Yoshikazu, meanwhile, still waits in the wings for his time to to take over the flagship location, not unlike a raw-fish Prince Charles.
Starting at about RMB1,200 per head for a meal, the Beijing branch will be significantly cheaper than its Japanese counterparts when it opens in a few weeks’ time. There are also plans to open a Shanghai and Hong Kong branch in the future.
While it’s impossible to tell yet if Jiro’s single-minded dedication and endless pursuit of perfection will be diluted this expansion, one thing’s for certain: they better consider putting some cooked sushi on the menu now.
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