Sugarfish

The first SUGARFISH ("SUGARFISH by sushi nozawa") opened on June 23, 2008 in Marina del Rey, a coastal Los Angeles neighborhood south of Venice Beach.

• Kazunori Nozawa Worked Tirelessly to Build a Legendary Sushi Bar — Robb Report · link
  “On June 23, 2008, the first Sugarfish was christened in Marina Del Rey, a neighborhood south of Venice Beach on the LA coast.”
• Bigger, Better, Smarter: How Sushi Nozawa Group Scales Without Sacrificing Quality — Fine Dining Lovers · link
  “The first SUGARFISH restaurant opened in Marina del Rey in 2008.”

The first Sugarfish restaurant opened in Marina del Rey in 2008; Robb Report dates the opening to June 23, 2008.

• Kazunori Nozawa Worked Tirelessly to Build a Legendary Sushi Bar — Robb Report · link
  “On June 23, 2008, the first Sugarfish was christened in Marina Del Rey, a neighborhood south of Venice Beach on the LA coast.”
• Our Team - SUGARFISH — Sugarfish / Sushi Nozawa Group · link
  “The first SUGARFISH restaurant opened in Marina del Rey in 2008”

Some renderings of SUGARFISH's main 'Our Story' page state the original Sushi Nozawa opened in 1978; this is contradicted by the brand's own Sushi Nozawa heritage subpage (1987) and by independent press, which establish a 1987 opening and a 25-year run ending February 29, 2012. The 1978 figure is an error.

• Kazunori Nozawa — Wikipedia · link
  “he opened Sushi Nozawa in 1987 in Studio City, California.”
• Sushi Nozawa — SUGARFISH (Sushi Nozawa Group) · link
  “In 1987, Nozawa learned that a location had become available in the affluent San Fernando Valley town of Studio City.”
• ✗ Our Story - SUGARFISH — SUGARFISH (sugarfishsushi.com) · link
  “Kazunori Nozawa, who opened Sushi Nozawa in Los Angeles in 1978.”

SUGARFISH was co-founded by master sushi chef Kazunori Nozawa and Jerry A. Greenberg (a longtime Nozawa regular and co-founder/co-CEO of the marketing/consulting firm Sapient), together with Tom Nozawa (Kazunori's son), Lele Massimini, Cameron Broumand, and Clement Mok.

• Kazunori Nozawa Worked Tirelessly to Build a Legendary Sushi Bar — Robb Report · link
  “Kazunori Nozawa and Jerry Greenberg co-created Sugarfish, with Nozawa's son Tom also involved in development.”
• Our Team - SUGARFISH — Sugarfish / Sushi Nozawa Group · link
  “Kazunori Nozawa and Jerry A. Greenberg founded Sushi Nozawa Group with Tom Nozawa, Lele Massimini, Cameron Broumand and Clement Mok”
• Co-Founders / Our Team - SUGARFISH — Sugarfish / Sushi Nozawa Group · link
  “After a successful career as co-founder and co-CEO of Sapient, that passion led to the creation of the Sushi Nozawa Group. ... Chef Tom Nozawa [is Nozawa's son]; Lele Massimini ... front-of-house; Cameron Broumand ... head of real estate and expansion; Clement Mok ... head of brand marketing and communications.”
• Our Story - SUGARFISH — SUGARFISH (sugarfishsushi.com) · link
  “Co-founders Tom Nozawa, Lele Massimini, Cameron Broumand, and Clement Mok (alongside Nozawa and Jerry Greenberg).”

SUGARFISH is operated under the Sushi Nozawa Group, which the brand describes as founded in 2007 by Kazunori Nozawa and Jerry A. Greenberg (with the other co-founders); the first SUGARFISH opened in 2008. The group also operates KazuNori: The Original Hand Roll Bar and Nozawa Bar.

• Kazunori Nozawa — Wikipedia · link
  “As of 2013, Kazunori Nozawa serves as President of Sushi Nozawa, LLC, a Los Angeles-based restaurant group.”
• Our Team - SUGARFISH — Sugarfish / Sushi Nozawa Group · link
  “Jerry serves as CEO, and Nozawa-san is President”
• Nozawa Bar — Wikipedia · link
  “In 2013, Nozawa Bar was opened by Kazunori Nozawa, Tom Nozawa, Lele Massimini, and Jerry Greenberg ... behind SUGARFISH restaurant.”

The culinary identity traces to chef Kazunori Nozawa, who opened the original Sushi Nozawa in Studio City in 1987 and earned a national reputation (and the nickname 'Sushi Nazi,' after Seinfeld's 'Soup Nazi') for a strict omakase code: no California rolls, no spicy tuna, no cellphones, and 'trust the chef.' Nozawa oversees fish procurement and quality across the group; his son Tom Nozawa manages back-of-house operations and supply chain.

• Kazunori Nozawa — Wikipedia · link
  “he opened Sushi Nozawa in 1987 in Studio City, California ... customers nicknaming him the 'Sushi Nazi', in reference to Seinfeld's 'Soup Nazi' character.”
• Sushi Nozawa — SUGARFISH (Sushi Nozawa Group) · link
  “In 1987, Nozawa learned that a location had become available in the affluent San Fernando Valley town of Studio City.”
• Kazunori Nozawa: "Sushi Nazi" — HuffPost · link
  “He absolutely refuses to serve California or spicy tuna rolls. His strict list of rules includes no mobile phones, text messaging, loud talking or switching seats.”

Sugarfish was built around chef Kazunori Nozawa's recipes and standards; Nozawa (who apprenticed in Tokyo in 1963 and championed Edo/Tokyo-style sushi) is the culinary authority behind the menu, while back-of-house operations and supply chain are overseen by partner Tom Nozawa.

• Kazunori Nozawa — Wikipedia · link
  “In 1963, he apprenticed with a master sushi chef in Tokyo at the age of 18.”
• Co-Founders / Our Team - SUGARFISH — Sugarfish / Sushi Nozawa Group · link
  “Tom, Nozawa's son, oversees the back-of-house operations and supply chain of our restaurants ... responsible for all kitchen operations at KazuNori, SUGARFISH, and the Nozawa Bar, including the essential task of procuring fish with his father.”

The Sushi Nozawa Group runs two sibling concepts in the same lineage as Sugarfish: KazuNori: The Original Hand Roll Bar (opened 2014, named for Kazunori Nozawa, credited with introducing the cylindrical hand roll to the US) and Nozawa Bar (opened 2013, one Michelin star).

• Our Team - SUGARFISH — Sugarfish / Sushi Nozawa Group · link
  “Sushi Nozawa Group also created Nozawa Bar in Beverly Hills, and KazuNori: The Original Hand Roll Bar in LA and NYC.”
• Our Food / About - KazuNori: The Original Hand Roll Bar — KazuNori / Sushi Nozawa Group · link
  “KazuNori opened in 2014 ... named after celebrated sushi chef Kazunori Nozawa who introduced the cylindrical-style hand roll to the United States over 40 years ago.”

The original Sushi Nozawa in Studio City (11228 Ventura Blvd.) closed on February 29, 2012 after 25 years; the location was subsequently remodeled and reopened as a SUGARFISH. SUGARFISH was created to make Nozawa's style accessible at a lower price point.

• 'Trust Me' No More; Sushi Nozawa Closing After 25 Years — Rafu Shimpo · link
  “Sushi Nozawa ... closing Wednesday after 25 years ... The Sushi Nozawa location at 11228 Ventura Blvd. was remodeled and opened as a Sugarfish.”
• Sushi Nozawa Announces Closure After 25 Years — Business Wire · link

Nozawa Bar, a 10-seat, ~20-course omakase counter operated by Sushi Nozawa Group inside the Beverly Hills SUGARFISH (212 N. Canon Dr.), holds one MICHELIN star. It was awarded the star in the inaugural 2019 MICHELIN Guide California and retains one star in the 2025 MICHELIN Guide. The standalone SUGARFISH chain is not itself Michelin-starred.

• Nozawa Bar — Wikipedia · link
  “In 2013, Nozawa Bar was opened by Kazunori Nozawa, Tom Nozawa, Lele Massimini, and Jerry Greenberg ... in Beverly Hills behind SUGARFISH restaurant ... holds one Michelin star ... 20-course omakase at a 10-seat counter.”
• Nozawa Bar – Beverly Hills - a MICHELIN Guide Restaurant — MICHELIN Guide · link
  “Nozawa Bar holds a One Star designation in the MICHELIN Guide; omakase served as multiple courses of nigiri along with some sashimi and handrolls at a counter of only ten seats.”

Nozawa Bar — the omakase sister restaurant opened in 2013 behind the Beverly Hills Sugarfish by the same Sushi Nozawa Group founders — holds one Michelin star (One Star in the 2025 MICHELIN Guide USA). Sugarfish itself is not Michelin-starred.

• Nozawa Bar — Wikipedia · link
  “In 2013, Nozawa Bar was opened by Kazunori Nozawa, Tom Nozawa, Lele Massimini, and Jerry Greenberg in Beverly Hills behind SUGARFISH restaurant ... 1 Michelin star”
• Nozawa Bar – Beverly Hills - a MICHELIN Guide Restaurant — MICHELIN Guide · link
  “Nozawa Bar is a One Star restaurant in the 2025 MICHELIN Guide USA. (Direct page returned HTTP 403; star status confirmed via Michelin Guide search snippet only.)”

SUGARFISH's signature offering is the chef-selected 'Trust Me' set menu, offered in tiers as 'Trust Me Lite,' 'Trust Me,' and 'The Nozawa Trust Me' in ascending size/price, modeled on what Nozawa served regulars at Sushi Nozawa. A 'Trust Me' typically includes a sashimi course, several pieces of nigiri, and cut rolls, served on warm rice.

• California Menus - SUGARFISH — SUGARFISH (sugarfishsushi.com) · link
• Sugarfish just added a secret 'Trust Me' menu — Time Out Los Angeles · link
  “the 'Trust Me Lite,' 'Trust Me' and 'The Nozawa Trust Me,' in ascending order of price and how much fish you'll be eating.”

Sugarfish's signature offering is the fixed 'Trust Me' set menu of nigiri, hand rolls and sashimi; at first this was the only ordering option.

• Kazunori Nozawa Worked Tirelessly to Build a Legendary Sushi Bar — Robb Report · link
  “At first, customers could only order the 'Trust Me' set menu, with no a la carte options available.”

Sugarfish operated roughly 18 locations as of 2024, with six in New York City — Flatiron, Midtown East, Midtown West, SoHo, Williamsburg and the Upper West Side (the UWS location opened August 8, 2024).

• Sugarfish's Sixth New York City Location is in the Works — What Now New York · link
  “Currently, Sugarfish has five New York City locations in Flatiron, Midtown East, Midtown West, SoHo and Williamsburg ... one third of Sugarfish's 18 total locations will be in New York.”

Sugarfish is open and actively expanding, with new locations in 2024-2025 including the NYC Upper West Side (opened Aug 8, 2024) and a first San Diego location in Little Italy (announced 2025).

• Sugarfish's Sixth New York City Location is in the Works — What Now New York · link
  “the newest location is coming to life ... expected to open on August 8 ... one third of Sugarfish's 18 total locations will be in New York.”
• Famed LA Restaurant Sugarfish Opening in San Diego Next Spring — San Diego Magazine · link
  “Sugarfish by Sushi Nozawa is getting ready to open its first San Diego location in Little Italy ... This will be the company's first outpost outside of L.A., Orange County or New York.”

Sugarfish is the accessible-price descendant of chef Kazunori Nozawa's original Sushi Nozawa restaurant in Studio City, which opened in 1987 and closed February 29, 2012; Nozawa was nicknamed the 'Sushi Nazi' for his strict dining rules.

• Kazunori Nozawa — Wikipedia · link
  “opened Sushi Nozawa in 1987 in Studio City, California ... customers nicknaming him the 'Sushi Nazi.'”
• Sushi Nozawa — SUGARFISH (Sushi Nozawa Group) · link
  “In 1987, Nozawa learned that a location had become available in the affluent San Fernando Valley town of Studio City ... Sushi Nozawa closed its doors on February 29, 2012”
• Sushi Nozawa Announces Closure After 25 Years — Business Wire · link
  “Sushi Nozawa in Studio City served its final customers at the end of service on Wednesday, February 29, 2012.”

Sugarfish expanded to New York City, opening its first NYC location in Flatiron in fall 2016.

• Kazunori Nozawa Worked Tirelessly to Build a Legendary Sushi Bar — Robb Report · link
  “The New York location opened in 2016, which was four years later than originally planned.”
• JL Notable Project: LA's Hit Sugarfish Continues New York Expansion with New Soho Location — Johnson Lancaster & Associates · link
  “It took the Sugarfish by Sushi Nozawa team over four years to find their inaugural New York City outlet, which debuted in the fall of 2016 in Flatiron.”

The brand's own narrative: SUGARFISH grew out of the relationship between chef Kazunori Nozawa and longtime regular Jerry Greenberg. Greenberg discovered Sushi Nozawa in the San Fernando Valley in 1995, became a devoted regular, and about a decade later, during the families' trip to Italy (Tuscany), Nozawa proposed they 'do sushi together.' The brand's stated goal is to 'make the highest quality sushi dining experience accessible to more Americans' by pairing Nozawa's hand-selected fish and attention to detail with 'a western eye for process, efficiency, and sustainably sourced ingredients.' Nozawa's guiding principle, per the brand: 'Stay true to what you believe. The rest will take care of itself.'

• Kazunori Nozawa Worked Tirelessly to Build a Legendary Sushi Bar — Robb Report · link
  “this was 1995, the dial-up Internet days ... he was led to a neighborhood in the San Fernando Valley. ... About a decade after first meeting, the families took a trip together to Italy ... In Tuscany ... one night Nozawa said to Greenberg, 'We should do sushi together.'”
• Our Story - SUGARFISH — SUGARFISH (sugarfishsushi.com) · link
  “Our goal is to make the highest quality sushi dining experience accessible to more Americans. ... Together we combine Nozawa's passion for hand-selected fish, quality ingredients, and attention to detail with a western eye for process, efficiency, and sustainably sourced ingredients. ... Stay true to what you believe. The rest will take care of itself.”

The SUGARFISH standard-character word mark is registered to Sushi Nozawa, LLC: USPTO serial number 76686346, registration number 3623350, filed January 31, 2008 and registered May 19, 2009, for restaurant services (Class 043).

• SUGARFISH - Trademark Details (serial 76686346) — Justia Trademarks · link
  “Serial Number: 76686346 ... Registration Number: 3623350 ... Word Mark: SUGARFISH ... Filing Date: 2008-01-31 ... Registration Date: 2009-05-19 ... Goods and Services: Restaurant services ... International Class: 043 ... owned by Sushi Nozawa, LLC.”

The operating/legal entity behind the brand is Sushi Nozawa, LLC, a Los Angeles-based restaurant company. Kazunori Nozawa is listed as President of Sushi Nozawa, LLC.

• Kazunori Nozawa — Wikipedia · link
  “As of 2013, Kazunori Nozawa serves as President of Sushi Nozawa, LLC, a Los Angeles-based restaurant group.”
• SUGARFISH - Trademark Details (serial 76686346) — Justia Trademarks · link
  “Word Mark: SUGARFISH ... owned by Sushi Nozawa, LLC.”