Sushi King's rebranding exercise offers a healthier dining experience

Sushi King's soba sushi, introduced into the new menu

IT is out with the old and in with the new as Sushi King embarks on a rebranding exercise after 18 years of serving affordable Japanese food at its 76 restaurants nationwide.

From the restaurants’ outlook and the menu to the new staff uniforms and encouraging the Japanese culture among staff, Sushi King’s new image, which was unveiled on June 1, is clearly an effort that has taken a year of planning.