Sushi Kinoya: Bringing Elevated Sushi with a Creative Twist to Long Beach
Eric’s journey to opening Sushi Kinoya in Long Beach wasn’t a conventional one. Before launching his first brick-and-mortar restaurant, he was known for his private omakase dining experiences, offering high-end, personalized sushi tastings in homes and businesses. But he had a bigger vision—to create a space where high-quality sushi could be accessible at an affordable price.
“I wanted to open something for everybody,” Eric shares. “I saw an opportunity in Long Beach—it's such a diverse area, and I thought it would be a great place to introduce a sushi menu with a bit of a fusion twist, while still honoring traditional techniques.”
In February 2023, he took over an existing sushi restaurant, keeping the name but completely overhauling the menu. While some former customers didn’t stick around, new ones quickly filled the seats, drawn in by premium bluefin tuna, fresh fish flown in from Japan, and uniquely crafted signature dishes.
A Menu That’s Both Classic and Bold
One of the biggest changes Eric made was expanding the selection of high-end ingredients while also incorporating innovative flavors. “We use truffle oil, we have dishes with yuzu miso, and we really try to balance authenticity with flavors that appeal to a wide audience,” he explains.
Some of Sushi Kinoya’s standout dishes include:
🍣 Hama Truffle – A rich, umami-packed creation featuring fresh yellowtail and truffle oil.
🦀 Yuzu Miso Crab Salmon – A perfectly balanced bite with creamy crab, citrusy yuzu, and savory miso.
🔥 Smoked Albacore Delight – A show-stopping dish that brings together delicate smokiness and melt-in-your-mouth albacore.
For those seeking an omakase-style experience, Sushi Kinoya offers it—but there’s a catch. “We don’t advertise it,” Eric says with a smile. “But if you sit at the sushi bar and request it, we can do it. We just ask that you make a reservation a couple of days in advance so we can prepare something special.”
The Challenges and Rewards of Running a Sushi Restaurant
Transitioning from private dining to running a full restaurant came with its fair share of challenges. “There’s a lot to deal with,” Eric admits. “But I remind myself to stay consistent every day—don’t get lazy. If you do, things can collapse quickly, and customers notice right away.”
One of the most rewarding aspects, though, has been building relationships with customers. “Before, I was just working behind the sushi bar,” he says. “Now, I get to connect with people, hear their stories, and create something they love coming back for.” Some of his private dining clients even became business partners, opening the door to future opportunities.
Advice for Aspiring Restaurant Owners
Eric doesn’t sugarcoat the realities of restaurant ownership. “It’s not just a job—it’s a lifestyle,” he says. “You won’t have holidays, weekends, or much free time. But if you set a goal and are willing to grind every day, it’s worth it.”
So, what’s next for Sushi Kinoya? Eric hopes to continue growing the restaurant’s reputation and introducing more people to his unique take on sushi. And when asked who he’d love to see walk through the doors, he keeps it simple: “Someone who can put us on the map in LA.”