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Yoobi, London’s First Temakeria, Now Open in Soho

Quick, flavorful and healthy, London‘s first temakeria has recently opened offering a hands-on opportunity to try sushi with a bit of Brazilian beat.

The origins of temaki are without a doubt Japanese. However, it was always just a humble item on the side of a menu in Japan or something eaten at home. But temaki took off in a big way among the Japanese immigrant community in Brazil to become an ultimate and yummy on-the-go kind of everyday treat. Yes, more street food to feed London’s insatiable appetite for fast food that’s still got some character to it.

Founded by two young entrepreneurs with ties to Japan and Brazil who were inspired by Japan’s finest sushi and the vibrance of Rio’s temakerias, Yoobi serves made-to-order temaki (nori wrapped sushi cones you can eat with your hands) in an attractive and contemporary little eatery located in the heart of Soho.
Prices at Yoobi are right. Portions are ample (more than satiating without leaving you feeling stuffed). The interior at Yoobi uses bespoke, understated contemporary design punctuated by a colorful graphic language. The minimalist vibe with classic Brazilian music piped through is pleasant.

Yoobi’s temaki come as simple (£3.20), special (£3.60) and deluxe (£4); roughly $5 to $6.40 in US dollars. A particularly tasty item from the menu is the spicy tuna temaki (£3.60) with line caught tuna, romaine lettuce, croutons (a healthy crunch alternative to fried tempura), special sauce and rice. Tuna and salmon are featured prominently on the menu, but vegetarians are not forgotten. Avocado and asparagus or the sun kissed tomato temaki with cream cheese are winners, whether you’re vegetarian or not. Other than the fish, there’s no meat on the menu.
Fresh juices, smoothies and healthy snacks are also available, and customers can take their pick from a range of specially selected teas. You can sit in or takeaway throughout the day at Yoobi or make use of the on-foot or bicycle delivery service to addresses within a one mile radius.


Yoobi is located at 38 Lexington Street, W1F 0LL. Visit for more information.


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Photo: Chris Osburn


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