Ken Sze, 31, grew up in the restaurant business, as his parents owned Yokohama in Maple Shade, which won a solid reputation thanks to his uncle, a master sushi chef.

After studies at Drexel University, he went into finance - until, as he says, "I fell back in." He learned the trade, especially fish selection.

Settling in Philadelphia, Sze said he found the sushi scene lacking.

Sze says the look, by Boxwood Design, will be "simple but modern, upscale, and relaxed," with a look that is not "super-Japanese."

"I'm all-American."