7 Essential Reasons Tokuyamatcha & Onigirazu Bar (115 E 27th St) Is NYC's Hottest Japanese Lunch Spot
The culinary landscape of New York City is constantly evolving, and as of late 2025, there is one Japanese spot in the Rose Hill/NoMad area that has captured the attention of food critics and local residents alike: Tokuyamatcha & Onigirazu Bar at 115 E 27th St. This establishment is not just another café; it's a dedicated specialist in two distinct and highly sought-after Japanese concepts: the savory, portable Onigirazu (a modern take on the classic rice ball) and authentic, premium-grade Matcha. The combination creates a unique, perfect pairing for a quick, satisfying, and deeply flavorful meal.
Since opening its doors at this new Manhattan location, Tokuyamatcha & Onigirazu Bar has quickly established itself as a must-visit destination, offering a fresh alternative to traditional sushi and bento boxes. The focus is sharp, the ingredients are high-quality, and the execution is flawless, making it a standout in a city full of Japanese eateries. This in-depth guide explores everything you need to know about the 115 E 27th St spot, from its signature menu items to its unique cultural concept.
Tokuyamatcha & Onigirazu Bar: Location and Concept Overview
Tokuyamatcha & Onigirazu Bar distinguishes itself by centering its entire menu around two pillars of Japanese cuisine that are often treated as afterthoughts elsewhere: the rice sandwich and the ceremonial tea. This specialization is the key to its success and its high ratings across major food publications like The Infatuation and Eater.
- Location: 115 E 27th St, New York, NY 10016 (Rose Hill/NoMad neighborhood)
- Concept: A dual-focus café specializing in Onigirazu (Japanese rice ball sandwiches) and high-quality, authentic Matcha and Hojicha drinks.
- Operating Hours: Generally open daily (M-Sun) from 10:00 AM to 6:00 PM, catering primarily to the lunch and afternoon crowd.
- The Onigirazu Difference: Unlike the traditional, triangular Onigiri (rice ball), the Onigirazu is a flattened, sandwich-style rice parcel, making it easier to eat and allowing for a greater variety of fillings.
- Brand Connection: The café is part of a broader brand, sometimes associated with the Tokuyama Salon, underscoring a commitment to Japanese quality and aesthetic.
The Onigirazu Menu: A Deep Dive into NYC's Best Rice Sandwiches
The Onigirazu selection is the heart of the savory menu, offering substantial, flavorful, and perfectly balanced rice sandwiches wrapped in crisp nori (seaweed). Each option is designed to be a complete, portable meal, utilizing high-quality ingredients and authentic Japanese flavors. The rice is warm and perfectly seasoned, providing the ideal base for the hefty fillings.
1. The Signature Karaage Onigirazu (Japanese Fried Chicken)
This is arguably the most popular item and a great entry point for first-time visitors. The Karaage, or Japanese-style fried chicken, is crispy, juicy, and marinated to perfection.
- Chicken Karaage with Mayo: A classic, simple combination where the savory chicken is balanced by a creamy, slightly sweet Japanese mayonnaise.
- Chicken Karaage with Garlic Chili Oil: A fan-favorite for those who crave a kick. The addition of house-made Garlic Chili Oil elevates the dish with a spicy, aromatic depth.
2. The Tropical-Inspired ALOHA Spam Onigirazu
A nod to the popular Hawaiian-Japanese fusion, this option is a delightful blend of sweet, savory, and umami flavors. It’s a bold choice that stands out on the menu.
- Key Ingredients: Two rice ball sandwiches are layered with grilled SPAM, a perfectly fried egg, fresh lettuce, and a generous spread of Japanese mayonnaise, all seasoned with black pepper.
3. The Fresh and Healthy Salmon Avocado Onigirazu
For a lighter, yet equally satisfying option, the Salmon Avocado Onigirazu is a perennial favorite. It combines fresh ingredients with a subtle, yet complex, flavor profile.
- Key Ingredients: Flakes of cooked salmon, creamy slices of fresh avocado, and a hint of wasabi for a gentle spicy warmth. It's bound together with Japanese mayonnaise and sesame seeds.
The Matcha Bar: Authentic Japanese Tea Experience
The "Tokuyamatcha" half of the name is equally important, as the bar is committed to serving authentic, high-quality Japanese teas. They source premium culinary-grade Matcha and Hojicha directly from Japan, ensuring a rich, vibrant, and smooth flavor that is often missing in mass-market cafes.
4. The Pursuit of Premium Matcha
The café prides itself on its Matcha drinks, which are prepared with care and attention to detail. Customers often praise the quality, noting its rich vegetal fragrance and vibrant green color.
- Authentic Matcha Latte: The signature drink, known for its smooth texture and balanced flavor.
- Hojicha Latte: A fantastic alternative to traditional matcha, Hojicha is a roasted Japanese green tea. It offers a smoky, nutty, and naturally sweet flavor profile, making it a comforting and less caffeinated option.
- Specialty Drinks: The menu also features a variety of specialty drinks and beverages, ensuring there is a perfect pairing for every Onigirazu choice.
Why This NoMad Spot is a Topical Authority in Japanese Lunch
Tokuyamatcha & Onigirazu Bar has earned its reputation not just by serving good food, but by becoming a topical authority in a niche market. By focusing on the Onigirazu—a food item that is gaining global popularity but is still relatively rare in its authentic form in NYC—they own a unique culinary space.
5. The Convenience of the Japanese Sandwich
The Onigirazu is perfectly engineered for the busy Manhattan lifestyle. It offers the satisfying heartiness of a sandwich with the clean, umami-rich flavors of Japanese cuisine. It is less messy than a traditional rice ball and more substantial than a typical sushi roll, making it the ideal grab-and-go lunch.
6. Curated Sides and Dessert Offerings
To complete the meal, the bar offers a selection of side dishes and desserts. While the focus remains on the main attractions, these additions provide a full culinary experience. Look for options like Japanese-style potato salad or seasonal desserts that complement the tea and rice sandwich concept.
7. The Rose Hill Destination
The 115 E 27th St location is strategically situated in the bustling NoMad/Rose Hill area, making it a convenient stop for office workers, students, and tourists exploring Madison Square Park or the Flatiron District. The café's cozy, authentic atmosphere, reminiscent of a small Japanese hole-in-the-wall spot, offers a brief, welcome escape from the city's hustle.
For anyone seeking a fresh, unique, and genuinely high-quality Japanese lunch experience in Midtown, the Tokuyamatcha & Onigirazu Bar is a mandatory stop. Whether you are a dedicated Matcha enthusiast or simply curious about the delicious world of Onigirazu, this specialist bar delivers on its promise of authentic flavor and exceptional quality.
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