Iyoiyo Sushi: Mapo’s Premier Destination for Innovative Sushi and Culinary Excellence

At Iyoiyo Sushi, nestled in Seoul’s dynamic Mapo district, the restaurant's signature creations—namely negitoro (fatty tuna belly with chopped scallions), sea urchin, scallops, and sweet shrimp wrapped in seaweed—have cultivated a loyal following among sushi connoisseurs. When paired with champagne, this meticulously composed dish transcends the culinary experience, offering a symphony of flavors that leave lasting impressions. For many, it’s a must-have indulgence deserving of its legendary reputation.

A Beacon of Inventiveness in Mapo’s Sushi Scene

Iyoiyo Sushi has firmly established itself as a culinary standout, revered for its innovative approach to sushi, exquisite course menus, and unmatched value for money. The restaurant defies expectations with dishes that push boundaries, earning recognition not only for their creativity but also for their capacity to bring people together in joyous occasions. Notably, patrons often bring aging or ailing family members here, seeking solace in its transcendent cuisine; a testament to the restorative magic great food can offer.

Meaning “every day” in Japanese, Iyoiyo Sushi resonates deeply with its guests, serving as a place of comfort and celebration. Families frequently bring elderly parents, some visibly requiring assistance, highlighting the restaurant’s role as both a culinary haven and memory-maker.

Roots and Evolution: A Decade of Excellence

Opened over a decade ago in Gongdeok-dong’s retail complex near Mapo Police Station, Iyoiyo Sushi was launched by a young chef whose vision captured local imaginations. Since its inception, the restaurant has set itself apart with its elevated sushi offerings, far surpassing nearby establishments that served conventional fare like frozen shrimp or generic salmon sushi.

Priced at just 20,000 won initially for its lunch course, Iyoiyo Sushi provided remarkable value while introducing diners to a refined sushi experience. Skepticism regarding its placement in Mapo—a district traditionally associated with barbecue, particularly pork ribs—softened as word spread of its undeniable quality. It wasn’t long before Iyoiyo Sushi challenged even seasoned diners’ assumptions, proving itself as Mapo’s center for Japanese seafood excellence.

Mastering Atypical Flavors and Techniques

Iyoiyo Sushi has consistently defied formulaic omakase offerings. Its menu surprises with dishes like full-flavored herring sashimi, amberjack, monkfish liver, and pressed mackerel sushi—each prepared with precision and fresh perspectives.

The culinary journey begins with Japanese-style steamed egg custard, often enhanced with unusual additions such as cream cheese or battered squid, signaling an influence from French cuisine. This innovation extends to appetizers like snapper, halibut, and yellowtail, cured in kelp to develop their intricate flavors. The “kombujime” technique was rare in Korea when Iyoiyo adopted it early, showcasing the chef’s foresight and skill.

Other enduring highlights include conger eel sushi and generously portioned futomaki rolls, beloved by locals. Many diners continue to savor these outsized rolls as take-home indulgences. Every element of Iyoiyo’s menu reflects a commitment to pairing tradition with creativity.

Negitoro and Pairings: A Culinary Revelation

One of Iyoiyo’s standout innovations introduced approximately five years ago is its sensational combination of scallops, sweet shrimp, sea urchin, and chopped fatty tuna belly (negitoro). This creation remains a centerpiece of its omakase courses, seamlessly blending textures and flavors. To elevate the experience further, Iyoiyo expertly pairs these dishes with sake, beer, or even wines such as champagne and riesling—flavors that complement the richness of the cuisine better than the traditional accompaniment of Japanese sake.

Sun-Soaked Popularity and Ambitious Growth

True to its name, Iyoiyo Sushi beckons as a place one could happily visit every day. Its growing fame, bolstered by appearances on TV shows like “Wednesday Food Talk” as a high-value sushi destination, has made securing reservations on weekends increasingly challenging. As its loyal patronage expanded, the owner introduced Iyoiyo Udon, a spin-off specializing in wide, flat noodles—a testament to the chef’s ability to diversify while maintaining culinary excellence.

Locations and Menu

Iyoiyo Sushi is now accessible through multiple branches:

• Gongdeok Main Branch: 167 Mapo-daero
• Park Xi Branch: 152 Baekbeom-ro, Building 201, 1st Floor, Unit 2
• Yonggang Branch: 16 Mapo-daero 1-gil, 3rd Floor

Menu Pricing:

• Lunch Course: 50,000 won
• Dinner Course: 80,000 won

A Culinary Legacy

Iyoiyo Sushi transcends mere dining; it is a cultural and emotional experience. Its enduring legacy lives through its expertly crafted dishes, innovative techniques, and ability to connect families and friends during both momentous and everyday occasions. Whether introducing international guests to Korea's Japanese culinary innovation or indulging in exquisite sushi yourself, Iyoiyo is a restaurant etched into the heart of Mapo—and beyond.

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Eun-jung Kwon is a seasoned journalist with over 20 years of experience. At 50, Kwon studied at ICIF, the prestigious Italian Culinary Institute for Foreigners, and later authored books such as “Wine Is Tuna Mayo” and “Tasting Italy in Pasta.” Dedicated to documenting culinary artistry, Kwon continues to write and lecture extensively.