It’s not sushi + it’s not taco + it’s sugoi
We are delighted to announce the launch of the Sugoi JPN food truck in Bethnal Green where husband and wife team, Felipe Preece and Veronica Silva, serve their unique NoriTacos.
NoriTaco is a crispy seaweed tempura shell shaped like a taco and packed with Japanese-Latin fusion fillings and sushi rice which took over a year to develop. The NoriTaco comes in seven varieties including Señor Crab (Tempura fried soft shell crab, lamb lettuce, sesame seeds, aonori, chive, coriander, shichimi togarashi and spicy mayo), Chapulín (chicken teriyaki, mixed vegetables, sour cream and sesame seeds), and Chingón (tuna, salmon, pico e gallo (tomato, red onion, coriander and lime), kimchee, lettuce, chive and sesame seeds).
“We wanted to be different and create something unique and fun that captures and combines the craziness of Latin American spirit as well as the precision and skill of Japanese cuisine with the imagination of Piss Alley; the heart of street food in Tokyo” says Felipe.“Sugoi means cool and that is exactly what the NoriTaco is.”
SugoiJPN is run by husband and wife team Felipe Preece and Veronica Silva.
The SugoiJPN food truck is in the courtyard of Mother Kelly’s in Bethnal Green.
About the NoriTaco
NoriTaco is a crispy seaweed tempura shell shaped like a taco and packed with Japanese-Latin fusion fillings and sushi rice.
The NoriTaco took Felipe and Veronica over a year to develop with extreme attention devoted to achieving key product deliverables; maintaining the crunch without cracking, standing upright holding fillings in place and maintaining texture while being filled with wet ingredients to allow at least 40 minutes travel time for delivery.
Pricing & Quantity of NoriTaco.
Prices start from £4.80 which is extremely good value, offering at least twice the quantity of high quality ingredients than a sushi roll for a similar price. Felipe advises that one NoriTaco is a snack; two works if you’re hungry and add a side to create a complete Japanese Latin meal, priced around £15.
“We wanted to be different and create something unique and fun that captures and combines the craziness of Latin American spirit as well as the precision and skill of Japanese cuisine with the imagination of Piss Alley; the heart of street food in Tokyo. Sugoi means cool and that is exactly what the NoriTaco is.” Felipe Preece, co-founder, SugoiJPN.
SugoiJPN’s menu offers seven varieties of NoriTacos;
Katsu (Japanese breaded pork, avocado, sesame seeds, chives and tonkatsu sauce, £6.75)
Señor Crab (Tempura fried soft shell crab, lamb lettuce, sesame seeds, aonori, chive, coriander, shichimi togarashi and spicy mayo, £6.50)
Rumba (kanikama mix with crab stick, mayo and masago (capelin roe), salmon, chive, coriander, bubuarare (popped rice) and sesame seeds, £5.00)
Veggie (carrot, apple, onion, cabbage, coriander, edamame, chive, sesame seeds and sesame dressing, £4.80)
Tropical (tuna, salmon, mango, masagro (capelin roe), avocado, sesame seeds, aonori, chive and coriander, £5.40)
Chapulín (chicken teriyaki, mixed vegetables, sour cream and sesame seeds, £5.40)
Chingón (tuna, salmon, pico e gallo (tomato, red onion, coriander and lime), kimchee, lettuce, chive and sesame seeds, £5.50)
Additional dishes include Gyoza Chingonas (£4.50), Yuca Fries (£4.00), Takoyaki (£5.40) and Chicekn Karaage (£5.40).
SugoiJPN Food Truck, Mother Kelly’s Courtyard, 251 Paradise Row, Bethnal Green, E2 9LE
Web and Links:
History of SugoiJPN
Following growing sales from a small “dark kitchen” under a railway arch in Bethnal Green and catering via walkie-talkie to a local pub and wine bar, Felipe and Veronica have invested in a food truck, to serve the unique item direct to customers.
Also available from
Old Street Brewery, Bethnal Green
Renegade Wines, Bethnal Green
Sugoi JPN app (via iTunes)
Deliveroo, Just Eat, Uber Eats
About Felipe Preece and Veronica Silva
Everything started back in 1997 when Felipe fell in love at first sight with Veronica in a sushi bar in Caracas. He was eating there and she was working as a waitress while studying graphic design. To impress her he decided to become a sushi encyclopaedia and visit her every week to show his sushi knowledge, and his strategy worked. Today after 20 years together she is the love of his life, they have a sushi-loving daughter and their life revolves around Japanese gastronomy.
For more than fifteen years Felipe and Veronica had been developing Japanese restaurants concepts together providing management, strategic planning, marketing and design and have a proven record of successful concept development.
They have also advised and eaten in different Nihon restaurants around the world including Chicago, Miami, California, Madrid, Barcelona, San Sebastian, Paris, Caracas, Santiago, San Juan, and of course, London. They were the creators and founders of SushiOlé (Madrid 2004-2008), Sushi House (Mallorca 2008-2010), Japo Express (Mallorca 2010-2011), Oh! Sushi (Miami 2011-2012).
In 2012 they lost everything and came to London to start again. Following working with Aqua, Hakkasan and SSP they self-funded SugoiJPN.