Eito Shoji Co., Ltd. Changes Company Name to 'Edo Dining Inc.' Aiming to Make Edomae Sushi More Accessible and a Part of Daily Life Worldwide
Eito Shoji Co., Ltd. announced its company name change to 'Edo Dining Inc.' effective May 1, 2026. The company, which operates the standing sushi brand 'Magurobito' based in Asakusa, Tokyo, aims to further expand its business and promote Tokyo's food culture, including Edomae sushi, both domestically and internationally.
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- 📰 Published: May 7, 2026 at 18:20
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Eito Shoji Co., Ltd. changed its company name to 'Edo Dining Inc.' effective May 1, 2026.
Our company has been operating the standing sushi brand 'Magurobito' based in Asakusa, Tokyo.
'Magurobito' is a brand rooted in the streets of Tokyo, aiming to provide a sushi experience that makes Edomae sushi more casual and accessible.
This name change reflects our intention to further expand our business, while inheriting the artisan techniques, commitment to ingredients, and community-based store operations that we have cherished. We aim to promote Tokyo's food culture, including Edomae sushi, both domestically and internationally.
The new company name, 'Edo Dining Inc.,' embodies the desire to:
'Make Edomae Sushi more accessible, and a part of daily life worldwide.'
'Edo' is the origin of Tokyo and the source of sushi culture.
'Dining' implies refining Tokyo and Edo's food culture, not limited to sushi, into a form that can be enjoyed in modern daily life.
Moving forward, centered on the standing sushi brand 'Magurobito,' we will continue to improve the quality of existing stores, open new locations, develop new business formats, and consider future overseas expansion, delivering the charm of Edomae sushi to even more customers.
Representative's Comment
Edo Dining Inc.
Representative Director Naoki Abe
We are pleased to announce that Eito Shoji Co., Ltd. has changed its company name to 'Edo Dining Inc.'
Eito Shoji Co., Ltd., our former name, is a cherished name passed down from our predecessors. We extend our heartfelt gratitude to our customers, business partners, and employees who have supported the company for many years.
On the other hand, our company's future goal is to further refine the 'Magurobito' brand, making Edomae sushi more accessible, and delivering it from Tokyo to all of Japan, and eventually to the world.
Standing sushi is one of Tokyo's unique food cultures, offering speed, deliciousness, and the opportunity to experience the artisan's skill right before your eyes. We will continue to refine its appeal in a way that suits modern times.
'Make Edomae Sushi more accessible, and a part of daily life worldwide.'
Under the new company name, we will strive more than ever to create stores, develop people, and build a company that brings joy to our customers.
About 'Magurobito'
'Magurobito' is a sushi brand operating 8 stores in Tokyo (as of May 2026), primarily in Asakusa.
It offers carefully selected seafood, including bluefin tuna, with each piece of Edomae sushi expertly prepared by artisans, allowing customers to enjoy it casually.
We value the speed unique to standing sushi and the live experience of witnessing the artisan's skill, serving a wide range of customers from local residents to domestic and international tourists.
The brand concept is:
'Make Edomae Sushi more accessible.'
Moving forward, we will continue to refine the sushi culture rooted in the streets of Tokyo, delivering new sushi experiences to customers both domestically and internationally.
Overview of Company Name Change
Former Company Name
Eito Shoji Co., Ltd.
New Company Name
Edo Dining Inc.
English Name
Edo Dining Inc.
Effective Date
May 1, 2026
*There are no changes in location, representative, or business content accompanying the name change.
Company Profile
Company Name
Edo Dining Inc.
Location
6-4-4 Asakusa, Taito-ku, Tokyo 111-0032, Japan
Representative
Representative Director Naoki Abe
Business Content
Restaurant operation, planning and operation of sushi restaurants and food brands
Main Operating Brand
Magurobito
Official Website
https://asakusa-magurobito.net/
Future Outlook
Edo Dining Inc. will focus on the further development of the 'Magurobito' brand, working to improve the quality of existing stores, foster human resources, and strengthen its store opening system.
Furthermore, to allow more customers to enjoy Edomae sushi, we will pursue the potential of standing sushi, develop new restaurant formats, and consider future overseas expansion.
To bring the charm of Edomae sushi, nurtured in Tokyo, closer to more people.
Edo Dining Inc. will continue to take on new challenges.
[Magurobito Directly Managed Stores]
Shin-Nakamise Dori Store
Kaminarimon Branch
Okachimachi Branch
Ueno Hirokoji Branch
Monzen-Nakacho Branch
Kita-Senju Branch
Asakusabashi Branch
Kinshicho Branch
Our company has been operating the standing sushi brand 'Magurobito' based in Asakusa, Tokyo.
'Magurobito' is a brand rooted in the streets of Tokyo, aiming to provide a sushi experience that makes Edomae sushi more casual and accessible.
This name change reflects our intention to further expand our business, while inheriting the artisan techniques, commitment to ingredients, and community-based store operations that we have cherished. We aim to promote Tokyo's food culture, including Edomae sushi, both domestically and internationally.
The new company name, 'Edo Dining Inc.,' embodies the desire to:
'Make Edomae Sushi more accessible, and a part of daily life worldwide.'
'Edo' is the origin of Tokyo and the source of sushi culture.
'Dining' implies refining Tokyo and Edo's food culture, not limited to sushi, into a form that can be enjoyed in modern daily life.
Moving forward, centered on the standing sushi brand 'Magurobito,' we will continue to improve the quality of existing stores, open new locations, develop new business formats, and consider future overseas expansion, delivering the charm of Edomae sushi to even more customers.
Representative's Comment
Edo Dining Inc.
Representative Director Naoki Abe
We are pleased to announce that Eito Shoji Co., Ltd. has changed its company name to 'Edo Dining Inc.'
Eito Shoji Co., Ltd., our former name, is a cherished name passed down from our predecessors. We extend our heartfelt gratitude to our customers, business partners, and employees who have supported the company for many years.
On the other hand, our company's future goal is to further refine the 'Magurobito' brand, making Edomae sushi more accessible, and delivering it from Tokyo to all of Japan, and eventually to the world.
Standing sushi is one of Tokyo's unique food cultures, offering speed, deliciousness, and the opportunity to experience the artisan's skill right before your eyes. We will continue to refine its appeal in a way that suits modern times.
'Make Edomae Sushi more accessible, and a part of daily life worldwide.'
Under the new company name, we will strive more than ever to create stores, develop people, and build a company that brings joy to our customers.
About 'Magurobito'
'Magurobito' is a sushi brand operating 8 stores in Tokyo (as of May 2026), primarily in Asakusa.
It offers carefully selected seafood, including bluefin tuna, with each piece of Edomae sushi expertly prepared by artisans, allowing customers to enjoy it casually.
We value the speed unique to standing sushi and the live experience of witnessing the artisan's skill, serving a wide range of customers from local residents to domestic and international tourists.
The brand concept is:
'Make Edomae Sushi more accessible.'
Moving forward, we will continue to refine the sushi culture rooted in the streets of Tokyo, delivering new sushi experiences to customers both domestically and internationally.
Overview of Company Name Change
Former Company Name
Eito Shoji Co., Ltd.
New Company Name
Edo Dining Inc.
English Name
Edo Dining Inc.
Effective Date
May 1, 2026
*There are no changes in location, representative, or business content accompanying the name change.
Company Profile
Company Name
Edo Dining Inc.
Location
6-4-4 Asakusa, Taito-ku, Tokyo 111-0032, Japan
Representative
Representative Director Naoki Abe
Business Content
Restaurant operation, planning and operation of sushi restaurants and food brands
Main Operating Brand
Magurobito
Official Website
https://asakusa-magurobito.net/
Future Outlook
Edo Dining Inc. will focus on the further development of the 'Magurobito' brand, working to improve the quality of existing stores, foster human resources, and strengthen its store opening system.
Furthermore, to allow more customers to enjoy Edomae sushi, we will pursue the potential of standing sushi, develop new restaurant formats, and consider future overseas expansion.
To bring the charm of Edomae sushi, nurtured in Tokyo, closer to more people.
Edo Dining Inc. will continue to take on new challenges.
[Magurobito Directly Managed Stores]
Shin-Nakamise Dori Store
Kaminarimon Branch
Okachimachi Branch
Ueno Hirokoji Branch
Monzen-Nakacho Branch
Kita-Senju Branch
Asakusabashi Branch
Kinshicho Branch