A Boston-born handroll concept is preparing to roll into the suburbs.
Matsunori Handroll Bar is set to open a new location at MarketStreet Lynnfield, according to a recent update from Urbanlime Real Estate. The forthcoming restaurant will take over a space at 600 Market St.
“🍣 Matusnori Handroll Bar is headed to MarketStreet in Lynnfield, MA, bringing its fresh, fast-casual handroll concept to one of the area’s premier shopping and dining destinations,” wrote Urbanlime on Instagram. The restaurant has been teasing the expansion for some time, even offering a sneak peek of the Lynnfield space on social media late last year.
Founded in February 2023 by Kevin Liu, Matsunori is part of NoToro Hospitality Group‘s growing portfolio that includes local favorites like Norinori Test Kitchen and Mai. According to its website, the concept was founded with the simple mission of delivering high-quality fish and generous portions to “as many people as possible.”
The menu centers on hand rolls, with nearly 30 varieties spanning both classic and creative combinations. Traditional options like salmon and tuna sit alongside more indulgent offerings like foie gras, toro mushroom, and A5 Miyazaki wagyu. Unlike conventional maki, which often leans heavily on rice, Matsunori claims to craft each roll with a “perfect 50/50 balance of rice and fish for the ideal bite every time.”
That commitment to quality extends to sourcing as well. The restaurant flies in uni overnight from Hokkaido, imports A5 wagyu directly from Japan, and prioritizes fresh, locally sourced fish whenever possible. For those who prefer their seafood cooked, the menu also features options like shrimp tempura, fire-roasted eel, and miso black cod.
An official opening timeline for the Lynnfield location has not yet been announced, and Liu has not responded to What Now Boston‘s requests for comment.
