Sushi’s one of the world’s most beloved dishes. A properly prepared slice of fish, perfectly cooked rice shaped just right, finished with a dab of wasabi and soy sauce. All it takes are these elements for a bite that doesn’t look like much and yet ends up holding a depth and nuance that’s a symphony of flavour, texture, and tradition. It’s no wonder why sushi occupies both ends of the spectrum: from luxury omakase dinner (chef’s tasting-menu style sushi) and the ever-humble, always-enjoyable kaiten sushi (conveyor belt). However, where do you go if you crave a sushi experience that sits right in the middle of those opposites? Opened in March 2026, Roll - Sushi Tiger is a place that promises just that. Sushi treated with the purity and reverence it deserves, and yet isn’t bound by rules. In short, the type of sushi that you can only find in a place like Saigon.
To understand Roll, it’s crucial to take a step back and get a comprehensive view of the brand it’s a part of. Working across the three most well-known genres of sushi and currently operating out of six locations across Saigon and Hanoi, The Sushi Tiger Group was founded with the aim of providing Vietnam with every style of the sushi-dining experience. For starters, they focus on authentically Japanese sushi culture. Their Sushi Tiger outlet in Saigon’s Japan Town is a prime example, with a menu and ethos that upholds the principles of a sushi eatery you’d find in Japan. Essentially, simplicity is prized. You get your classic nigiri sushi (slices of fish over rice), maki (fish and rice rolled inside seaweed), gunkan (rice wrapped in seaweed and topped with fish or other toppings), as well as a few sides. In the future, the group plans on expanding this first style with a “Heritage Fine Dining” restaurant to bring premium omakase sushi to Vietnam.
Another style of The Sushi Tiger Group’s restaurants is kaiten sushi. Popularised through shows and films, kaiten sushi captures the Western perception of Japan as a tech-forward nation and is also beloved by the Japanese for its affordability, accessibility, and taste. For many, this is their first experience of sushi culture. For Hiro-san, co-founder of Roll and its very-own “Showman”, kaiten sushi is vital to Sushi Tiger Group. This is because while the demographic for their two other styles of sushi brands include customers between the ages of twenty to forty, kaiten sushi is a place even children can enjoy thanks to the experience’s entertainment factor—after all, who doesn’t like seeing plates of sushi travel around a room like a choo-chooing train? Their Sushi Tiger outlet in Hanoi delivers just this. One of Hiro-san’s biggest dreams is for a child who first fell in love with sushi at that location to grow up and explore the depths of the dish in the group’s other outlets. As he told me, “there would be nothing more exciting and satisfying than that.”
The final style is the most interesting given its fusion of Japanese sushi cuisine with global trends and palettes. This is where establishments such as Roll - Sushi Tiger fit, alongside brands like Omakase Tiger which operates out of Phạm Viết Chánh (PVC) and Thảo Điền. Focusing on Roll - Sushi Tiger, the idea with this style is to provide a genre-bending, crossover type of sushi dinner. While Japanese sushi-making values remain important, there’s more freedom here to be creative and break rules. This is why at Roll - Sushi Tiger you get classic nigiri alongside dishes like their sushi tacos or their tiger temaki (hand-roll), both of which take inspiration from abroad and utilise ingredients, spices, and techniques that you wouldn’t find in a conventional Japanese sushi restaurant.
Besides the food, even the aesthetic of Roll - Sushi Tiger is special. It’s impossible to walk by Roll on PVC without noticing the bright yellow billboard announcing its name in bold black lettering. Then you’ve got the afro-techno booming on speakers—this alone would be unheard of in traditional Japanese sushi restaurants where silence often reigns supreme. Apart from that, the staff—rather than donning the white uniforms of sushi chefs in Japan—wear yellow and black striped baseball tees, all in all creating an atmosphere where you feel free to talk and laugh loudly with friends. Choose a stool inside or—as is my preferred way of enjoying an evening at Roll—stand outside with a few mega lemon-sours, watching people pass in and out of PVC’s strip while plate after plate of tasty food keeps coming to your table. It’s in these details that Roll blends the best of Japan with the rest of the world. While they’re not trying to reinvent the wheel, they’re steering the car in a different direction—one where veering from standards isn’t disrespectful but accepting.
Since their opening, I’ve spent my share of time at Roll. While dishes like their oyster tempura tacos and beef & kimchi temaki have certainly impressed with their playful creativity, it’s hard to beat the classics. Growing up, my favourite nigiri have always been aji (horse mackerel), aburi salmon (grilled salmon), and the fish widely considered the king of sushi, maguro (tuna). While I’ve yet to try an aburi salmon at Roll, their aji and maguro variations have been consistently delicious. A big part of this is given that they source fish such as bluefin tuna, red sea bream, yellowtail, and striped jack directly from Japan, not to mention they never freeze these items upon arrival. This ensures the fish retains a freshness and taste that when you take a bite, gives the impression it’s been caught that day. As for their other fish, they’re sourced from vendors in Vietnam. Treating these with the same care and quality, Roll once more bridges the gap between Japan and the world.
The Sushi Tiger Group is on a noble mission. Through their understanding of sushi culture, they’ve been able to hone in on three distinct styles of a sushi establishment and are doing all they can to bring those standards to the people of Vietnam. Hiro-san summarised the concept behind the brand, saying it’s about being hayai (quick), yasui (affordable), and umai (delicious). While I have no doubt they’ve been able to deliver on each of these promises, I believe there’s another ingredient they’ve left out. Ai, or, love. It’s what you feel at places like Roll—a love not only for sushi and for sharing in delicious sushi-based dishes, but a love of hospitality, fun, and evenings that are remembered as blurs of laughter and conversation. It’s this that has made Roll - Sushi Tiger such a joy to frequent since its opening.
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