When sightseeing in Sapporo, sushi is an essential part of the culinary experience. Susukino, Hokkaido's largest entertainment district where tourists and locals mingle, boasts a diverse array of renowned restaurants, from lively conveyor belt sushi bars to long-established establishments where you can quietly savor your meal.

In the basement of "COCONO SUSUKINO," a multi-purpose commercial complex located in the heart of Susukino that was completed in 2023, there is a particularly lively corner. This is "Uo no Nemuro Fukuhara COCONO SUSUKINO," a new branch of "Nemuro Hanamaru," one of the most popular conveyor belt sushi restaurants in Hokkaido.

Originally opened as a shop selling takeout sushi, side dishes, and dried fish, it started offering stand-up sushi in November 2025. It has become a new food hub where both tourists and locals can easily drop by.

The importance of integrity, as taught to us by Nemuro, the birthplace of our company.

The operating company, Hanamaru Co., Ltd., was founded in Nemuro, the easternmost point of Hokkaido. Fish raised in Nemuro's cold seawater environment accumulate plenty of fat to prepare for the cold, resulting in an exceptional flavor.

The attitude of "sincerely engaging with each and every customer," cultivated in the place where we were founded, is what we believe to be our strength, something that existing conveyor belt sushi restaurants lack. This conviction became the motivation for expanding into Sapporo.

Based on the concept of "unrivaled freshness," our stores thoroughly implement meticulous freshness management and swift preparation. This steady accumulation of effort is what allows us to deliver the bounty of Nemuro's rich sea to our customers in its most delicious state.

One of the defining characteristics of "Hanamaru" is its emphasis on handmade elements, from menus and POP displays to blackboards. They not only incorporate seasonal ingredients but also develop their own condiments to enhance the flavor of the fish, demonstrating their commitment to customer enjoyment. Many repeat customers visit specifically for certain items.

"We're all people who genuinely care about others," says Ryo Yamane, a staff member at "Uo no Nemuro Fukuhara." The energy and vitality that naturally radiates from the workplace also contribute to customer satisfaction.

The connection across the counter that was born from standing-only sushi bars

Fukuhara initially struggled due to its new business model, which included selling its own takeout sushi and side dishes, but the introduction of a standing-only style proved to be a turning point.

Currently, the shop is frequented by tourists, foreign customers, and locals who stop by on their way home from work to grab a piece or two of sushi and buy some side dishes. It has become popular with a wide range of people, and rather than being a formal sushi restaurant, it is establishing itself as a unique establishment where anyone can easily drop by, like a "standing sushi bar inside a fish market."

"Because we're working across the counter, we've been able to have more conversations with our customers, and we've gained more regulars."

By interacting with customers at the counter, we gain hints for new menu items and suggest ways to enjoy seasonal fish. This kind of two-way communication is what creates a lively atmosphere in the restaurant.

A new way to enjoy sushi, created together with our customers.

One of the restaurant's distinguishing features is its flexible approach to customer service, where they generally don't refuse requests. They engage with customers, asking questions like, "I'd like to put sudachi (a type of citrus fruit) on the white fish," or "How about adding three sweet shrimp?", and work together to create a delightful dining experience.

They act like concierges, recommending seasonal Hokkaido specialties to tourists and offering local customers tips on how to cook fish deliciously at home. The ability to directly consult with fish experts about "today's recommendations" is a unique and appealing feature that sets them apart from other restaurants.

Aiming to be the most beloved fish shop in Susukino

"When it comes to fish, I want our shop to be the best in Susukino," says Yamane. His goal is to create a shop that customers will continue to love, by coming up with new products each season and ensuring that they can enjoy something different every time they visit.

To ensure that it remains a place where people can easily drop by and where smiles abound, Mr. Yamane himself leads the staff, providing enthusiastic customer service every day. "Uo no Nemuro Fukuhara" cherishes the sincerity and dedication to fish that he learned in Nemuro, and here in Susukino, it will continue to deliver delicious fish and enjoyable times to many customers.

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Nemuro Fukuhara Fish Shop, Cocono Susukino Branch

電話：080-6083-8480
住所：北海道札幌市中央区南4条西4丁目1番1 ココノススキノ地下1階
　　　＊「回転寿司 根室花まるココノススキノ店」すぐ横
アクセス：地下鉄すすきの駅直結
HP：https://www.sushi-hanamaru.com/store/details/cocono.html?p=a#store
SNS：https://www.instagram.com/fukuhara_hanamaru/

*For details on opening hours and closing days, please check the link above.