SUGARFISH by Sushi Nozawa is getting ready to open its first San Diego location in Little Italy at 2100 Kettner Blvd., #1100
The company’s newest location is set to open in Spring 2026, a representative tells What Now Los Angeles in an exclusive interview. The restaurant will bring the celebrated Nozawa-style sushi to the heart of Little Italy, one of the city’s most vibrant culinary neighborhoods. The opening marks another milestone for Sushi Nozawa Group, which also created KazuNori and Nozawa Bar. The group was founded by Kazunori Nozawa, Jerry Greenberg, Tom Nozawa, Lele Massimini, Clement Mok, and Cameron Broumand.
“Scale isn’t about doing more. It’s about doing better,” Co-founder Jerry Greenberg said in a press release. “Growth has given us the ability to double down on quality. We don’t open another restaurant just to open one. We open when we know it will let us source better fish and give our guests a better bite of sushi. That’s the reason we do it.”
SUGARFISH is known for offering sushi in its purest form, rooted in the tradition and philosophy of legendary sushi chef Kazunori Nozawa and his son, Tom Nozawa. First introduced at the iconic Sushi Nozawa in Studio City, which operated from 1987 to 2012, the Nozawa style centers on simplicity, precision, and an unwavering commitment to quality.
“Our guests can tell when sushi is truly exceptional, and that’s been at the heart of our success,” Co-founder Tom Nozawa said in a press release. “We let the fish speak for itself, keeping everything simple so the quality shines through.”
The menu at SUGARFISH is anchored by four “Trust Me” set menus that feature the highest quality fish sourced from around the world, crisp nori, and warm, loosely packed rice. The SUGARFISH limited availability menu also includes standouts like the Toro Tasting, which offers three different takes on Toro (Otoro, Chutoro, and Gunkan style), as well as Ankimo Sashimi, Pink Lobster, Salmon Kombu, Sea Bream with Shiso, Sweet Shrimp, Albacore Belly, Santa Barbara Uni, and more.
“We’re excited to bring SUGARFISH to San Diego,” Co-founder Lele Massimini said in a press release. Little Italy is a neighborhood that celebrates great food, and we’re honored to be part of it. We’ve welcomed many guests from San Diego over the years. It’s exciting to finally be a part of the community.”
The 40-seat restaurant will feature natural concrete floors, exposed structural columns, and large windows that frame sunsets over the harbor. A soft color palette connects the space to the nearby ocean, creating an atmosphere that is both relaxed and refined. Architect Robert Tsurimoto Kirsten of A-RTK designed the project. SUGARFISH continues to grow while staying true to its mission of delivering sushi with intentional simplicity and unmatched quality.
For more information, follow SUGARFISH on Instagram.
