Viral sushi trend from New York City makes its way to Toronto for the first time

Sushi Ferris wheels, sushi tacos augmented with a misting (yes, a misting) of soy sauce deployed from a spray bottle, giant nigiri and now, sushi rolls ensconced in giant push pop-style containers, are all available in Toronto.

While many Canadians have complicated feelings about their closest neighbour (especially as trade negotiations make headlines again), diners pay attention when American-born brands or trends make their way over the border, and, based on the steady flow of traffic in and out of Omai Rice Bar, a viral New York City export is receiving a warm welcome. 

“We kind of started seeing it all over social media. It started becoming this viral hit. So as soon as we caught on, as soon as it got big, we started doing our design and we started talking to suppliers and manufacturers,” Igor Goldshmidt, co-owner of Omai Rice Bar, tells INsauga.com. 

The viral sensation Goldshmidt is referring to is the sushi push pop. Created by the NYC-based Suka Sushi late last year, the sushi push pop is just what it sounds like–a full maki roll placed inside a giant cardboard container that can, with the help of a slender, tube-shaped soy sauce receptacle, be pushed up and eaten on the go. 

Goldshmidt, who rolled out his own version of the culinary sensation at his restaurant earlier this month, says Omai is the first restaurant in Toronto (and possibly in Canada) to capitalize on the trend. 

“We’re a lot busier than we thought we would be and [the push pops] have helped out a lot of our other business as well,” he says, adding that Omai Rice Bar also sells bowls and more traditional rolls. 

While he doesn’t have an exact number, Goldshmidt estimates that the restaurant, nestled amongst dozens of other popular and on-trend dining destinations along Baldwin Street, sells anywhere from 120 to 150 push pops a day. He also believes Omai Rice Bar is one of the only operations selling Korean-style push pops, such as the gochujang pork belly and Korean barbecue beef varieties.

The roll-out, which has drawn both crowds and attention, comes at a good time. After nine years of running Omai (also located on Baldwin Street), Goldshmidt and Anne Goldshmidt (his wife and business partner) closed the tasting-menu-driven restaurant after the building sustained water damage. Now, the couple can focus solely on the rice bar–and its hot new menu item. 

Especially since getting the push pops to Toronto took time. 

“The push pops took almost two months to get over here by boat, they come from overseas,” he says, adding that the cardboard containers come from China because they can’t be easily–or affordably–purchased domestically just yet. 

“It’s just very expensive over here. To do it locally, I would have to charge at least one and a half times what we’re charging now.” 

As of now, the push pops, which are substantial in size, cost about the same as a typical lunch in Toronto, with a 10-piece California roll push pop coming in at $16, a marinated tofu push-pop costing $15 and the more gourmet blue-fin tuna push pop costing $23. 

The rolls contain whole fish that the cooks break down themselves, premium imported sushi rice, and in-house-prepared sauces and dressings. 

While the push pops are currently only available at Omai Rice Bar, Goldshmidt says there’s been some interest from potential franchisers, as well as food markets looking to add push pops to their offerings. 

He also said that Omai might create some smaller push pops for diners in the mood for a less substantial portion. 

But while Goldshmidt says it’s been a welcome challenge to keep up with the demand for the distinctly Instagrammable meal, he knows the craze might not last forever and has a few other ideas to pursue if (or when) the shine wears off.

“For now, we’re just kind of riding the, the wave, but as soon as there are other competitors or it gets oversaturated, which we expect it to happen, we have other ideas in our back pocket,” he says, adding that diners can expect the brand to live up to its “rice is life” motto. 

“Right now, we just need to make sure that this place is where it needs to be first.”