Former Ubon by Nobu head chef Yasuhiro Mineno is to launch a new authentic sushi concept in Kensington this September, with plans to roll the brand out.
Mineno has teamed up with interior designer Jun Ogura to acquire the lease for the former Lebanese Diner on Argyll Road for their concept, Yashin, which will serve an authentic Japanese sushi menu.
Ogura, who will re-style the restaurant with a modern yet Victorian décor, said Yashin’s menu will be in contrast to the fusion sushi offered by many outlets.
"Our cuisine is going to be authentic sushi," he said. "Nowadays there are lots and lots of Japanese restaurants that are called sushi, but they are not sushi for Japanese people. I would say that they're fake. We want to produce real authentic sushi, served without soy sauce. Everybody thinks that sushi should be served with wasabi and soy sauce, which is wrong.
"It’ll be expensive like Nobu or Zuma, but with the restaurant in High Street Kensington, local people should come."
Mineno will join fellow co-director Shinya Ikeda, formerly of traditional Japanese restaurant Yumi in Marylebone, behind the 40-cover restaurant’s sushi bar as chef.
Expanding authentic Japanese cuisine
Once Yashin opens, Ogura expects to launch a smaller Japanese tapas and sake bar in London and is currently seeking a venue.
"In the future I would like to have five restaurants in the UK, two in the USA, one in Dubai and one in Japan as well," he added.
Davis Coffer Lyons acted on behalf of the former lease owners in the deal.
Another ex-Nobu head chef, Scott Hallworth, has also recently launched his own authentic Japanese restaurant, Wabi in Horsham, West Sussex.