The word “gen,” written in Japanese kanji, means “the beginning.” Owner and head chef Eddie Zhen said he could not ask for a better start for his restaurant, which quickly earned national acclaim.
Gen Sushi, a family-owned restaurant in Battle Ground, earned a loyal following from the start, garnering dozens of five-star reviews during its soft opening in February last year. Just over a year later, the restaurant earned the No. 20 spot on Yelp’s Top 100 Sushi Restaurants list. For owner and head chef Eddie Zhen, the recognition was both exciting and humbling, though it also came with added pressure.
Since the Yelp ranking was announced earlier this year, Zhen has noticed an influx of visitors traveling from across the Pacific Northwest to sample the restaurant’s offerings.
“You know, we are not a high-end Michelin-star restaurant. We are just a neighborhood restaurant. But when people see you like you are the top 20 in [the] USA, there must be something. Then usually I tell people, I really don’t know what that something is about,” Zhen said, reflecting on Gen Sushi’s sudden success.
A retired Marine Corps veteran who spent two years stationed in Japan, Zhen gained firsthand experience exploring the country’s sushi scene. Reflecting on his childhood in the ’90s, he recalled how sushi was a rare and expensive treat in southwest Washington. Noting that many restaurants close in their early years, Zhen expressed gratitude and surprise at how well the Battle Ground community has embraced his sushi restaurant.
Since its opening, Gen Sushi has undergone several changes. Originally named “Genki Sushi,” the restaurant had to rebrand after discovering another establishment had federally registered the name. Additionally, Zhen initially anticipated the restaurant would remain small, with a team of just five or six staff members. As demand grew, however, Gen Sushi had to expand its team, hiring new staff three times to keep up with the influx of customers.
“When I opened up this place, I was expecting a small-run restaurant, just me and two chefs and a [waiter] on the outside. Maybe [during] the weekend my wife could come in … and now the restaurant [has] 16 employees,” Zhen laughed.
Salmon nigiri and salmon rolls are among the most popular dishes at Gen Sushi. Zhen credits the restaurant’s success to the high quality of food preparation, mentioning that he rarely relies on advertising.
“When I make sushi, it’s a little bit bigger than others, and when we cut a fish, it’s thicker and longer than the others, so it’s the best bang for your buck [and] value. And because I am not like at a tourist area where I do a one-time sales, this is all about returning customers,” he said, estimating that 95% of his customers are repeat patrons.
The restaurant offers a diverse menu, featuring appetizers, classic rolls, nigiri, premium rolls and noodle dishes. Some of the most popular items include the house roll, chicken lo mein and sake, which is served hot or cold. The rice and rice-noodle dishes are gluten-free and can be made with chicken, beef, shrimp or vegetables. One standout is the “Battle Ground Roll,” which features spicy tuna wrapped in rice and surrounded by ebi shrimp, avocado, sweet chili sauce, peanuts, and green onion. Zhen also noted that cooked dishes are especially popular, with cooked salmon items accounting for more than half of sales.
Gen Sushi, located near the Battle Ground Fred Meyer at 11 NW 12th Ave., Suite 104, is open daily from 11 a.m. to 9 p.m., with a noon opening on Saturdays and Sundays. The restaurant is closed on Tuesdays. For the menu or more information, visit gensushibg.com, or call 360-667-1000
