【Ehime / Matsuyama】Established in 1953 (Showa 28), Longstanding Restaurant "Sushi Maru" Launches Branding Initiative for Matsuyama's Traditional Dish "Matsuyama Sushi," Immortalized in Haiku by Masaoka Shiki

Sushimaru, a traditional Japanese restaurant in Matsuyama City, Ehime Prefecture, is officially launching a comprehensive branding and promotional campaign for "Matsuyama Sushi" (Matsuyama-zushi / Iyo no Baramushi), a beloved local dish with deep historical roots. By re-examining the cultural and historical significance of this long-standing menu favorite, the restaurant aims to revitalize regional cuisine and ensure its authentic transmission to future generations, both domestically and internationally.

Background and Objectives of the Branding Initiative

Matsuyama Sushi is a traditional scattered sushi dish characterized by the rich bounty of the Seto Inland Sea and a uniquely mild, sweet flavor. However, due to the increasing diversification of modern diets, fewer households are preparing this labor-intensive dish today. Sushimaru has redefined Matsuyama Sushi as a premier "cultural food brand," embodying the region's spirit of hospitality. The goal is to position it as a must-try culinary experience for visitors to Matsuyama and to rekindle local pride in this treasured traditional flavor through enhanced storytelling and enriched in-store experiences.

The History and Literary Legacy of Matsuyama Sushi (Iyo no Baramushi)

The origins of Matsuyama Sushi trace back to "Moburizushi," a home-cooked dish named after the Ehime dialect word "moburu," meaning "to mix." It was traditionally prepared to honor guests during celebrations and special occasions, embodying the spirit of omotenashi (Japanese hospitality). The dish also holds a special place in literary history. In 1892 (Meiji 25), when Natsume Soseki first visited Matsuyama to see his close friend Masaoka Shiki, Shiki's mother, Yae, famously served a homemade "Moburi-meshi" to welcome him. Inspired by the joy of hosting his dear friend, Shiki composed the following haiku:

"Ware ni hou ari / kimi wo motenasu / moburi-zushi" — Masaoka Shiki

("I have a way / to honor you— / mixed sushi")

Sushimaru continues to faithfully preserve this tradition, using secret seasonings to honor the literary heritage and heartfelt sentiments embedded in every bite.

Future Initiatives

1. Enhanced Storytelling: Creation of dedicated menus and a special website to clearly convey the history and literary anecdotes behind Matsuyama Sushi, allowing diners to deeply appreciate Matsuyama's culture through their culinary experience. ■ Matsuyama Sushi (Iyo no Baramushi) Special Website http://www.sushimaru.co.jp/matsuyamazushi/

2. Commitment to Local Sourcing: Emphasis on locally caught fish roe and seafood from the Seto Inland Sea, delivering a premium taste that honors tradition while delighting modern palates.

3. Cultural Promotion Domestically and Abroad: Collaborations with travel media and social media platforms to reach domestic and international tourists, as well as initiatives targeting younger local generations to promote food education and foster regional pride.

Store Information

Sushimaru Main Store

Address: 2-3-2 Nibancho, Matsuyama City, Ehime Prefecture

TEL: 089-941-0447

Hours: 11:00–14:00, 16:30–22:00

Sushimaru Dogo Store

Address: 20-12 Dogo Yu-no-cho, Matsuyama City, Ehime Prefecture, 1st Floor, HOTEL Patio

TEL: 089-932-6157

Hours: 11:00–14:00, 17:00–20:30

Inquiries

Company Name: Sushimaru Co., Ltd. Address: 2-3-2 Nibancho, Matsuyama City, Ehime Prefecture Founded: 1948 (Showa 23) Business: Japanese cuisine, takeout, and catering services

HP: http://www.sushimaru.co.jp ■ Matsuyama Sushi (Iyo no Baramushi) Special Website http://www.sushimaru.co.jp/matsuyamazushi/