Sushi Avenue K's, a takeout sushi shop located on the food floor of the Isetan Shinjuku store's basement floor, is attracting attention with its "edible flower roll."

Sushi Avenue K's is a "new-concept" sushi specialty shop run by Kyotaru, which operates sushi takeout and restaurant businesses. They sell classic chirashi sushi and pressed sushi, focusing on norimaki (rolls) and uramaki sushi (unlike regular norimaki, this is a norimaki with the nori seaweed on the inside and the vinegared rice on the outside). They have stores in Isetan Shinjuku in the Kanto region and JR Kyoto Isetan in the Kansai region.

This time, the shop is releasing a flower roll norimaki (400 yen) filled with edible flowers. There are two types of rolls: "Shrimp Salad" and "Tuna and Avocado." Each roll is filled with edible flowers, such as pansies (Violaceae), primulas (Primulaceae), calendulas (Asteraceae), impatiens (Balsaminaceae), and snapdragons (Scrophulariaceae), adding vibrant color to the salad and green cucumber and avocado rolls. Edible flowers are generally rich in vitamins, just like vegetables, making them healthy. They might even make a great little gift for Mother's Day.

Regarding the sale of these innovative flower rolls, Sushi Avenue K's manager Ueno says, "While respecting traditional Kamigata sushi like pressed sushi and rolls, we aim to be a restaurant that can attract new customers, both domestically and internationally, by proposing a 'new foundation for Japanese sushi.'" Other popular rolls at the shop include the California Roll (400 yen), which is wrapped around tuna or shrimp and topped with avocado and herring roe, the Three-Color Tuna Roll (573 yen), which is wrapped around seared tuna and shiso leaves and topped with fatty tuna, lean tuna, and avocado, the Engawa Roll (400 yen), and the Conger Eel Cheese Roll (400 yen).