Milka Romero has always had an eye for what’s in and what’s not. 

Her love for Japanese food, for example, gave birth to Sushi Nori, one of the metro’s top Japanese dining chains.

Since its first roll in their SM Aura branch back in 2015, the brand has grown from a single concept into a household favorite known for making sushi and Japanese flavors both accessible and exciting.

For the past decade, the brand has championed its mission of serving a unique fusion of sushi rolls, temaki and poké bowls. From a single roll to nine thriving branches, it has cemented its place as the metro’s go-to sushi destination, steadily rolling toward its vision of becoming the country’s fast-casual Japanese dining destination. 

“It’s difficult to be in the F&B (food and beverage), industry especially with the competition. I realized that 10 years is a milestone for any business. We really are focused on the quality, not the quantity. It speaks volumes that we have organic, word-of-mouth reach. With food, people need to genuinely like the things that you have so they’ll come back,” Romero said. 

A former University Athletic Association of the Philippines (UAAP) football player and a Management Economics graduate at Ateneo University, Romero created the concept out of her love for Japanese cuisine. 

“That was more than 15 years ago. By afternoon, I was creating this concept. From there, you get driven by passion. If you’re passionate about something, nawawala ‘yung pagod (fatigue disappears),” she told DAILY TRIBUNE. 

The brand wanted to prove that Japanese food could be fresh, fun and accessible without losing the quality people look for. 

“What’s good with sushi is that it is mostly fish, and we really make sure that it’s fresh and properly sourced. That’s what keeps it fresh. And a healthier alternative to most. There are people who don’t eat raw. But of course, our hero products are still our sushi rolls, poke bowls and sashimi,” she said. 

Romero studied in sushi making in Japan for two months. “But this was maybe after five branches. I studied to really make sure that our food is consistent. I taught my chefs. I have a certificate in sushi course,” she added. 

To mark its 10th year, the brand is launching an exclusive club, a loyalty program designed to reward its most loyal rollers. 

Sushi Nori is also releasing a line of new dishes: Chirashi Cake, Scallop Sushi Rolls, Gyoza, Katsu Curry Don and party platters. In addition are the Sushi Nori Carts, bringing freshly made rolls, sashimi and even poké bowls wherever one may be.