Rubén Fernández and Kima Fuentes: “El Pallol provides an integrated shopping experience with urban life that aligns with the philosophy of Sibuya”
The story of Sibuya Urban Sushi Bar is that of a friendship turned into an innovative vision to transform the gastronomic experience in Spain. Rubén Fernández Labandera and Kima Fuentes, two childhood friends who grew up in the same neighborhood in León decided to undertake a project to create a space that, beyond offering sushi and traditional Japanese food, would make Asian cuisine accessible to everyone in an approachable, casual, and high-quality manner. This project, born from a shared passion for cooking, has evolved with a strategic expansion that today brings the brand to new cities across our geography. We spoke with Rubén and Kima about how their new restaurant Sibuya, in the Centro Comercial El Pallol, has managed to bring sushi to all audiences without compromising on quality and while maintaining the same identity at each of their locations. We also explored their vision for growth, their expansion strategy, and how customer experience is key at every step they take. In this conversation, we discovered how Sibuya has adapted to each market and how its essence and authenticity are pillars that have made the brand a benchmark for urban gastronomy in Spain.
Shibuya: from a childhood friendship to a successful brand
One of the distinctive elements in the creation of Sibuya Urban Sushi Bar is the value of a friendship that evolved into a recognized brand in our geography. A story that originates from Rubén Fernández and Kima Fuentes. Both shared a dream since childhood and decided to join forces to create their own project that was born under the name of the most famous crossing in the city of Tokyo and the busiest in the world. That shared vision matured over the years and was strengthened by the professional experience of both, one in the food sector and the other in renewable energies.
Durante los años que duró este proceso, Rubén y Kima identificaron una oportunidad única en el mercado: ofrecer una experiencia de sushi accesible, de calidad y con una esencia urbana que no existía por el momento en la restauración española. Con Sibuya, lograron materializar esa idea, democratizando el sushi y acercándolo a un público amplio, eliminando barreras tanto de precio como de percepción. “Desde el principio tuvimos claro que queríamos montar algo diferente que consiguiera acercar el sushi al gran público y poner este producto a un precio comedido, muy lejos del que se paga en un restaurante japonés tradicional y respetando al máximo, en todo momento, la calidad, y cada uno aportó sus conocimientos y sus experiencias. Kima se centró mucho en la carta y en la puesta en escena de los locales, mientras que Rubén hizo un gran trabajo con los proveedores y en encontrar nuevas propuestas para conseguir ese match que nos ha llevado hasta aquí”, declaran los fundadores de Sibuya.
The process of creating a recognized identity
Rubén and Kima understood from the beginning that the key to success lay in establishing a uniform growth policy that would allow Sibuya Urban Sushi Bar to expand without ever sacrificing the quality of the product they offer. In this way, they ensure a brand and an aesthetic that is recognizable within a competitive sector where it is essential to have a distinctive image and gastronomic offering. From day one, they focused on providing a unique experience. Consistency in the presentation of their various dishes, customer service, and an identifiable menu has been essential for forging a solid identity. Instead of shifting towards fleeting trends, they decided to reinforce what was already working in their establishments.
Creating this identity has required a clear and coherent strategy from the beginning to generate sustained growth. It is the formula for their success achieved, in such a short time, and for their expansion throughout Spain, where they have about 70 locations. "This methodical approach has allowed Sibuya not only to grow in number but also to establish a strong presence in the Spanish market. The brand has managed to resonate with a diverse audience, generating loyalty and recognition in each new city where it sets up. Thus, Sibuya has become a benchmark for quality and style, proving that the combination of a clear vision and consistent execution can lead to true success in the competitive world of gastronomy", comment Rubén and Kima.
El Pallol: first Sibuya location in the province of Tarragona
The arrival of Sibuya Urban Sushi Bar at El Pallol marks a significant milestone in its expansion, as it is the first opening in the province of Tarragona. With over 100,000 inhabitants, Reus represents an attractive market, ideal for introducing Sibuya's culinary offerings. "The city not only has a vibrant local population, but it also benefits from its commercial catchment area, which attracts numerous tourists who, during their visit to the region, seek unique culinary experiences. This new restaurant has the potential to become a meeting point for both residents and visitors, offering a space where they can enjoy quality sushi in an urban and welcoming atmosphere", point out Rubén and Kima.
This new opening highlights Sibuya's ability to adapt and grow in different environments, while confirming its commitment to offering a high-quality gastronomic experience at prices significantly lower than the competition without sacrificing product quality. Its opening in El Pallol makes it a benchmark in Asian cuisine in the Tarragona area, offering not only an innovative menu but also a space where customers can enjoy a memorable experience. Thus, Reus becomes the new showcase for a brand that continues to grow and conquer palates throughout Spain. Upon entering a Sibuya restaurant, customers not only taste sushi but also immerse themselves in a comprehensive experience. The warm and detailed environment of the premises is designed to make each visit a special moment of relaxation and enjoyment. The combination of quality, innovation, and a carefully designed atmosphere creates an experience that diners wish to repeat.
The choice of El Pallol as a strategic location for the opening is based on the uniqueness of this open-air shopping center. "Unlike traditional shopping malls, which are usually located on the outskirts of cities, El Pallol offers a shopping experience more integrated into urban life. The proximity to one of the most important squares in Reus and the availability of a large parking lot make this place accessible and attractive to a wide audience. All this aligns with the philosophy of Sibuya, which seeks to establish itself in environments where it can enhance its urban identity and value proposition", add the founders.
Quality and originality, hallmarks of Sibuya
Sibuya's culinary proposal stands out for its commitment to innovation in each of its dishes and the unwavering quality of its products, which are the fundamental pillars of its philosophy and the true essence of the brand. The originality and variety of its menu allow Sibuya to differentiate itself in the sector and satisfy both diners looking for surprising culinary experiences and those who prefer more traditional options. From classic tuna or salmon sushi to astonishing creations like its flambéed sushi, Sibuya's offering is carefully designed to provide a unique experience that invites diners to explore a cuisine full of flavors, textures, and presentations that bring Asian gastronomy closer.
It is precisely in the relentless pursuit of quality, innovation, and creativity that the essence of Sibuya Urban Sushi Bar in the gastronomic sector lies, and the reason why it stands out from other similar offerings. With a selection that blends tradition and modernity, Sibuya has managed to build a concept that goes beyond the simple preparation of sushi, offering an innovative approach that explores each ingredient with detail and passion. The attention to detail in each dish and the care in customer service elevate a culinary experience that showcases an identity marked by bringing Asian gastronomy closer to all audiences.
The new restaurant opened in El Pallol is the 64th of the Sibuya chain in Spain.
The commitment of the Reus City Council at the beginning of the 21st century to recover the entire urban center made it possible for the Grup Núñez i Navarro to inaugurate in 2007 the first open shopping center in Catalonia that integrated housing (160 units) and public parking (500 spaces). The environment was improved and it became possible, where there were small buildings in precarious or ruinous states, to rehabilitate the area and enhance environmental and energy efficiency. Today it is a sustainable and open area, pedestrian-friendly, with spacious common-use areas and exceptional acceptance in the city of Reus.
