Sushi Seki is a name that rules the raw fish world in two completely different cities.

If you walk down the streets of New York City, Sushi Seki is a legendary, dark, and cozy spot where world-famous chefs go to eat after their own kitchens close. But if you fly across the ocean to Bangkok, Thailand, Sushi Seki is a bright, high-energy luxury chain found inside the most glamorous shopping malls.

Even though they sit on opposite sides of the earth, both versions share one secret. They changed how regular people experience premium Japanese food.

The New York story began in 2002 on the Upper East Side. A talented chef named Seki Shi decided to open his own restaurant. Chef Seki had trained in Tokyo and worked at the highly famous Sushi of Gari.

In the early 2000s, most traditional sushi chefs only served plain raw fish on rice. Chef Seki broke the rules. He brought out a butane blowtorch to gently sear the fish right in front of customers.

His most famous invention? The Torched Tomato Sushi. He placed a hot, sautéed slice of tomato on top of rich salmon or white tuna. Traditionalists were shocked, but food lovers went crazy for it.

Because Sushi Seki New York stayed open until 3:00 AM in its early years, it became a secret clubhouse for the city’s top culinary masters. Famous chefs like Gordon Ramsay, Eric Ripert, and Jean-Georges would head to Seki after midnight. They sat at the simple wooden counter to unwind with cold sake and melt-in-your-mouth fatty tuna (o-toro).

Today, the New York brand has expanded into three distinct neighborhoods: the original Upper East Side spot, a spacious location in Chelsea, and a multi-level flagship near Times Square that features a specialized Kappo cooked-food room.

While New York’s Sushi Seki grew out of quiet, late-night neighborhood vibes, Sushi Seki Thailand took a completely different path: mega-malls and massive portions.

Managed by The Restaurant Group in Thailand, the Bangkok version turned premium sushi into an accessible, everyday luxury for city dwellers. Instead of searching down a dark NYC side street, you can find Sushi Seki right next to giant IMAX movie theaters.

The Bangkok branches became wildly popular by doing something high-end sushi spots rarely do: offering massive, viral discounts.

• The Salmon Wave: They are famous for serving thick, heavy cuts of fresh salmon sashimi at 40% to 60% off the standard price.
• The Fusion Twist: To please local tastes, they serve giant bowls of Wagyu beef donburi and creamy sea urchin (uni) sushi alongside free, bottomless bowls of hot miso soup.

With 10 giant branches including Sushi Seki Siam Paragon and Sushi Seki EmQuartier, the brand has successfully oishii sushi brought premium, air-flown Japanese fish out of exclusive, hidden tasting rooms and into the mainstream spotlight.

Whether you want a quiet evening chatting with a chef in Manhattan or a giant feast after shopping in Thailand, Sushi Seki proves that great fish knows no borders.