A Global Movement Born in Tokyo
Every great brand begins with a story, and Hug Sushi’s begins in Tokyo — not in a boardroom, but in the quiet precision of a sushi counter. From those beginnings, a vision took shape: to share the spirit of Japanese dining with the world, not just through flavor, but through feeling.
Today, Hug Sushi global represents more than a restaurant chain. It’s an evolving cultural movement redefining what modern Japanese cuisine can be. By merging craftsmanship with emotional connection, Hug has turned sushi into a language that speaks universally — one of care, creativity, and warmth.
As sushi continues its rise on the international stage, Hug’s role is not merely to follow the trend, but to lead it with authenticity and artistry.
The Heart of the Brand
At its core, Hug Sushi is built on one guiding belief: food is a form of connection. Whether it’s a shared meal between friends or a solo traveler savoring a roll at an airport counter, every experience is designed to feel like a quiet embrace — the meaning behind the name “Hug.”
In Japan, where the brand was born, this philosophy resonates deeply with omotenashi — the country’s spirit of hospitality rooted in attentiveness and respect. Yet Hug’s founders understood that the same warmth could transcend cultures. That understanding became the foundation for its Japanese brand expansion into new territories.
Each Hug location — from the original Tokyo store to the bustling outlet at Fukuoka Airport and the Dubai regional office — reflects the same principles: precision, emotion, and inclusivity. These aren’t just restaurants; they’re extensions of the brand’s identity as a lifestyle rooted in empathy.
Hug Sushi’s approach to global dining reimagines Japanese cuisine as something approachable, modern, and deeply human.
The Journey So Far
The path from Tokyo to global recognition has been one of thoughtful, deliberate growth. Each step in Hug Sushi’s timeline marks a new chapter in its commitment to blending tradition with innovation.
2019: Tokyo Founding
Hug Sushi opened its first location in Tokyo, introducing a concept built on emotional dining — a place where sushi was more than food; it was a shared experience. The minimalist yet inviting design, combined with handcrafted rolls, quickly distinguished Hug from traditional counterparts.
2021: Fukuoka Airport Outlet
Just two years later, Hug expanded to Fukuoka Airport, introducing travelers to its comforting take on Japanese cuisine. The airport location symbolized movement and connection — themes that have defined Hug’s identity ever since. It became a favorite among locals and international travelers alike, showcasing that sushi could be both fast and heartfelt.
2023: Dubai Office Establishment
The next milestone was the opening of Hug’s regional headquarters in Dubai, marking its official entry into the Middle East. Dubai’s multicultural and design-driven dining scene provided the ideal environment for Hug’s message of inclusivity and creativity. From this base, Hug began shaping its sushi international model, refining supply chains, training chefs, and adapting its menu for diverse palates.
2026–2027: Planned European Expansion
The next horizon is Europe. With plans to open flagship locations in France, Germany, and the UK, Hug aims to introduce its unique concept to a continent already in love with Japanese cuisine. European diners will experience Hug Sushi as both authentic and contemporary — a celebration of craftsmanship and cultural fusion.
Each new city represents a dialogue between Japan and the world, expressed through taste, texture, and emotion.
Why Hug Sushi Resonates Across Cultures
Hug’s success as a sushi international brand lies in its ability to maintain emotional authenticity while adapting to different cultural contexts.
Warmth That Translates Everywhere
In Tokyo, Hug represents comfort. In Dubai, it symbolizes inclusivity. In Europe, it speaks to artistry and design. No matter the market, the feeling is the same: Hug brings people together through food that feels familiar yet refined.
Innovation with Integrity
While many global sushi brands focus on volume or novelty, Hug emphasizes creativity grounded in respect for Japanese tradition. Each new roll — from the saffron-infused Dubai Deluxe to the plant-forward Vegan Hug Roll — reflects this balance between heritage and innovation.
Aesthetic and Experience
Hug’s design philosophy extends beyond cuisine. Interiors blend natural materials, soft lighting, and minimalist Japanese aesthetics with local cultural elements. The result is a space that feels global but personal — where guests can slow down, share, and connect.
This design-driven approach to hospitality has helped position Hug as not only a Japanese brand expansion success story but also a cultural ambassador of modern Japan.
The Long-Term Vision
Looking ahead, Hug Sushi’s five-year strategy is centered on becoming a globally recognized lifestyle brand that integrates sushi, culture, and design into one cohesive experience.
This vision extends beyond restaurants. Future plans include branded products, such as artisanal sauces and tableware, and collaborations with Japanese artists and designers. The goal is to present sushi not merely as a meal, but as a cultural expression of beauty, mindfulness, and connection.
Hug’s upcoming European launch represents more than market entry — it’s a statement of intent. The brand’s leadership sees Europe as a gateway to deeper cultural exchange, where Japanese tradition can meet Western creativity in a dialogue that benefits both sides.
To support this expansion, Hug continues to build global infrastructure through operational hubs in Tokyo and Dubai, ensuring consistency in training, sourcing, and guest experience. Each region will contribute its own perspective to the brand’s evolution, reinforcing Hug’s belief that sushi is a universal language of emotion.
A Bridge Between Tradition and the Future
The story of Hug Sushi is, in many ways, a reflection of Japan’s own culinary diplomacy — where ancient precision meets contemporary sensibility. As Japanese cuisine continues to capture global hearts, Hug stands at the forefront of a new movement: one that defines cultural expansion through empathy, design, and storytelling.
The rise of Hug Sushi global demonstrates that authenticity and adaptability can coexist. It proves that a brand rooted in emotion can thrive in a fast-changing international market without losing its soul.
As Hug moves forward, its mission remains simple yet powerful: to share the warmth of Japanese dining with the world, one heartfelt roll at a time.
