Luxurious Use of "Iyo Beef," Ehime's Representative Brand Wagyu

Sushimaru Co., Ltd., which operates the 78-year-old traditional Japanese restaurant "Sushimaru" (headquartered in Matsuyama City, Ehime Prefecture), began selling "Iyo Beef Sirloin Aburi Niku-Sushi" at its "Nihonryori Sushimaru Dogo branch" on April 29, 2026.

The "Iyo Beef Sirloin Aburi Niku-Sushi," now available, is a special menu item that uses sirloin from "Iyo Beef," a black wagyu representing Ehime. The moment it enters your mouth, the melting sweetness of the fat and the fragrant charring unique to aburi spread, creating a piece that maximizes the umami of the meat.

Ehime Iyo Beef Sirloin Aburi Niku-Sushi: 980 yen per piece.

The umami of Iyo Beef brought out by "aburi" (searing).

The sirloin used is Iyo Beef, characterized by its fine meat quality and elegant fat sweetness. By carefully searing the surface, the aroma and inherent deliciousness of the meat are locked in, achieving a melt-in-your-mouth texture.

Furthermore, we focused on the harmony with the sushi rice, pursuing a "sushi restaurant-quality" finish even for meat sushi. This product offers an exquisite balance between the rich flavor of wagyu and the refreshing aftertaste of vinegared rice.

Available from one piece. Perfect for Dogo sightseeing or after a hot spring visit.

The "Iyo Beef Sirloin Aburi Niku-Sushi" can be ordered from a single piece. As the restaurant is located in the Dogo tourist area, it is offered as a casual menu item that can be enjoyed during a hot spring visit or while sightseeing.

We will continue to promote the charm of Ehime to customers both within and outside the prefecture, offering a "unique dish that can only be tasted here," utilizing Ehime's local ingredients.

Sushimaru Dogo Branch Iyo Beef Sirloin Aburi Niku-Sushi Product Outline

Product Name: Iyo Beef Sirloin Aburi Niku-Sushi Sales Start Date: April 29, 2026 Price: 980 yen per piece (1,078 yen including tax) Sales Store: Sushimaru Dogo Branch

Store Outline

Sushimaru Dogo Branch Location: HOTEL Patio 1F, 20-12 Dogo Yunomachi, Matsuyama City, Ehime Prefecture TEL: 089-932-6157 Business Hours: 11:00-14:00, 17:00-20:30

Contact Information

Mifuku Holdings Co., Ltd. Location: Mifuku Head Office Bldg. 3F, 2-1-3 Nakamura, Matsuyama City, Ehime Prefecture TEL: 089-913-1255 Contact Person: Chizuki, Food Business Division