Brazil’s Sush1 Arrives in NYC, Wants to Unite Us All With Sushi
Equality: “the state of being equal, especially in status, rights, and opportunities.”
As a society, we appear to be particularly struggling with this concept as we limp along into the 21st Century, whether it be in regards to gender, race, income, even digital social status. (Remember when we so optimistically dreamed of every individual starting on a level playing field?)
So it is perhaps very clever that a new sushi take-out and delivery venue has arrived in New York City (specifically Chelsea), with a tagline touting, “Sushi for everyone, every day.” Gotham, after all, is a city where food insecurities are on the rise, and a really good Japanese meal has never really come cheap. Sush1 (pronounced sush-one, which sounds like a really cool anime character), an export from Brazil, not Japan, is looking to change that with their stated mission to provide top quality sushi that is accessible to everyone. Their timing, as pandemic conditions keep take-out dining trending above sit down restaurant dining, obviously could not have possibly been better.
“The idea and origin of Sush1, and therefore its mission,” explains Raphael Garcia, VP of Creative Design, “was to take high-end sushi [in Rio] and make it available and affordable for the everyday Brazilian, without compromising on food quality. When we say, ‘for everyone,’ we mean exactly that.”
Brazil actually has the second largest Japanese population outside of, well, Japan, and they really do know their sushi. What sets Sush1 apart from the rest is both its aforementioned affordability, and also its playful flexibility—taking the act of ordering a la carte to a whole new level of fun and creativity. Let’s start with the cost: each individual piece of cut roll, nigiri, and sashimi is just $1 per item (in 12, 18 or 24 piece boxes), a fraction of the price of even the most moderately priced options.
Next, you create your own combination, mixing and matching individual cut pieces from a selection of eight different rolls, like the salmon avocado, Philadelphia, spicy tuna, or California. For the purists, one can choose from a variety of fresh, quality, fish—like yellowtail, shrimp, salmon, and tuna. Other items on the menu include Yakimeshi (fried rice bowls), chicken or salmon teriyaki, edamame, and miso soup. We ourselves couldn’t get enough of the creamy, rich taste of the salmon and avocado roll, with a touch of their proprietary hot sauce (specially created for the wasabi-intolerant) to add a whisper of heat. Combined with the sweet, buttery yellowtail nigiri, we can honestly say our taste buds were treated to a veritable orchestra of flavor.
And since even during a deadly pandemic we cannot forget about the health of Mother Earth, all items are packed in a colorful, eco-conscious fashion.
“Our proprietary box is completely recyclable,” says Garcia, “and provides fun packaging, not often seen from comparable restaurants.”
Sure, egalitarian sushi might not save humanity from ruin all by itself; but Sush1 is certainly one delicious step in the right direction.