By Phyllis Pan

I remember conveyor-belt sushi being a novelty in the late 90s. In fact, it used to be my favourite place to go after school. I loved the anticipation of spotting what you wanted and the satisfaction of simply lifting it off the belt yourself. When the lunch or dinner crowd rolled in, the conveyor belt would feel like a busy train station, serving plates and making its stops continuously. It was simple, and somehow never boring. Perhaps the kid in me simply loved the little fun in every meal.

Since then, conveyor-belt sushi has only gotten better. SUSHIRO, one of the world’s leading conveyor-belt sushi chains, opened its 18th outlet in Singapore at Novena Square 2 on 8 January 2026. Founded in 1984, the brand has grown to more than 886 outlets worldwide.

When something operates at this scale, there’s usually more going on than you see. I’ve always wondered how they manage to keep things so consistent. What I didn’t expect to think about was how much of that happens quietly behind the scenes.

Each plate carries an RFID tag and only makes about a 350-metre loop around the belt before it’s taken off. It’s a simple system, but it keeps everything moving — and fresh — without making a fuss. The kind of detail you don’t notice at first, but appreciate once you do. This, to me, is what good quality control is like.

With that in mind, I couldn’t wait to dig in. January’s seasonal promotion centres around crab, and it’s also the time of year when crab really tastes its best. The idea of enjoying crab this way without the mess is brilliant. Approachable yet elevated enough.

The first plate I reached for was the Red Snow Crab with Uni and Ikura Gunkan ($4.90++). It was straightforward and satisfying — sweet crab, creamy uni, and little pops of saltiness from the ikura. From 7 to 20 January, there’s also the Mix Crab Stack with Crab Butter and Lemon ($5.90++), which feels slightly richer, but not heavy.

Also, from 21 January to 3 February, the promotion continues with dishes such as the Spider Roll with Crab Meat and Salmon Roe ($3.90++) and the Mix Crab Stack with Basil Mozzarella ($5.90++).

In addition, the SUSHIRO Square 2 outlet is running opening promotions exclusive to this location, rolled out in two phases. From 8 to 14 January, selected signature sushi are available on a 2-for-1 basis, including Bluefin Fatty Tuna, Salmon Roe Wrap, and Big Cut Fresh Salmon. The second phase runs from 15 to 21 January, with refreshed 2-for-1 highlights such as Medium Fatty Tuna, Jumbo Scallop, and Big Red Shrimp, rounding out the opening period.

The Bluefin Fatty Tuna is my personal favourite — rich, oily in the best way, and the reason I often end up eating more than intended, especially when it’s part of a 2-for-1 promotion that’s hard to pass up. The crab dishes leaned lighter and easier, while the tuna felt more indulgent. I love how generous the portions are. The sushi pieces are noticeably bigger, and it helps that the sushi rice is cooked in batches to keep it fresh. 

And what’s even better for beer lovers is that Premium Malts and Kaku Highball are available at $6.00++ each from 8 to 21 January, making it easy to enjoy a cold drink alongside fresh sushi.

With Chinese New Year just around the corner, and in celebration of the Year of the Horse, customers who spend $50 in a single receipt will receive a pack of Limited Edition Dakkosushi Ang Bao. Each pack also comes with an $8 return voucher, valid from 1 February to 30 April 2026. 

Coming back to SUSHIRO, I’m reminded that even after all these years, the simple pleasure of conveyor-belt sushi hasn’t really changed. Watching the plates go by, choosing what you feel like eating, moving at your own pace — it still feels familiar. And sometimes, that familiarity is exactly what brings you back.

SUSHIRO Novena Square 2 is located at:10 Sinaran Drive, Square 2 #01-01 to 05/23 to 32/45/46
Singapore 307506. Opening Hours: 11 am – 10 pm.