Inventive vegetarian/vegan Japanese sushi with standout hospitality; great for celebrations, but pricing and occasional service bottlenecks surprise some diners.
Ima excels with creative vegetarian sushi that impresses both plant-based and omnivorous diners, paired with genuinely thoughtful service marked by celebratory touches like birthday hats and Polaroids. However, variable execution during busy periods—including delays and occasional errors—prevents grade A territory, while tight seating and modest ambiance limit destination appeal. A worthwhile neighborhood gem for adventurous eaters seeking inventive plant-forward dining.
On Exmouth Market, Ima feels warm and bustling—a cozy spot where staff often mark birthdays with hats, a candle, and even a Polaroid. One guest summed it up: "Service felt genuinely caring, and the rolls looked like little artworks." The room can be tight and, in winter, those near the door felt the chill, but the tone stays celebratory and kind. The cooking leans inventive plant-based sushi more than purist tradition. Think black cod and crab reimagined with vegetables, butternut squash on toast, and colorful platters that win over veg and non-veg diners alike. Fried starters divide opinion—fun for some, heavy for others—while a la carte noodles and curries read as better value than seasonal set menus. Expect creative flavors and helpful guidance from servers. Families should know the food skews adventurous. Kids who enjoy simple maki, udon, or curry rice will find options, though there is no explicit kids menu. If you need very plain choices, confirm before booking; otherwise, expect veg-forward comfort with room for pickier eaters in the simpler dishes.
Area vibe: Bustling pedestrian market street with indie eateries; suits date nights, casual celebrations, and vegan diners.
Safety: Generally safe, active foot traffic day and night; occasional queues at peak times.
What's nearby: Near offices, design studios, and residential blocks; close to Farringdon and Angel.