I remember when I first visited Zen Musubi. It was a small food stall next to Spitalfields market. I mean it was not inside the market, instead it was across the street near Brick Lane. But even with not being on the prime location, they were able to get some hype.

Within a year, popular demand brought them into a bigger space where they now serve everything from classic salmon onigiri to Japanese-French truffle salmon onigiri. Now the space is a cafe / bar.

It’s a growth story that shows how quality and care can quickly build a loyal following.