When Mori Co. announced that it was taking its namesake flagship restaurant, Mori Sushi, to Dubai, many predicted that the company – which is also behind Tamara Lebanese Bistro, Tamara Elna, Ted’s and Mince – would return with their tails firmly between their legs.

“Why would you dive headfirst into that shark tank?” they proclaimed of a place that has everything, including when it comes to dining.

But located at a prime location at Boulevard Plaza on Sheikh Mohammed Bin Rashid Blvd, Mori Co.’s tails are flying triumphantly in the wind, nowhere near their legs.

You see, not only has Mori survived the Middle East’s playground for the rich, but it’s become one of the most popular sushi restaurants in town.

In celebration of this most glorious of achievements, Mori’s famous ‘How I Roll’ campaign is set to make its Dubai debut on May 15th offering diners a chance to share in the celebrations by getting 50% off their cheque for the simple act of posting a photo of their lavish Japanese feast on Instagram using the hashtag #HowIRoll throughout the day.

And so what of the future? Maybe Mori opens more branches in the UAE – or maybe even further shore. Maybe we’ll see a branch of Elna changing up the way Dubaians’ eat Lebanese food.

We’re getting ahead of ourselves, though – for more on #HowIRoll, check out Mori Sushi Dubai on Instagram and Facebook.