Seemor
ASSETA-Worth Trying
329 Columbus Ave, New York, NY 10023
· Pan-Asian restaurant
· 4.4/5 Google (427 reviews)
Reservations · Takeout · Outdoor seating
Stylish Upper West Side spot for creative Pan-Asian plates and sushi with strong cocktails, lively vibe, and good service; pricing is high and execution can be inconsistent at peak times.
Why it gets an A- for overall quality
ASSET delivers solid A-grade performance through strong food quality anchored by excellent sushi and creative Pan-Asian plates, paired with exceptional design and atmosphere that sets it apart on the Upper West Side. However, inconsistent execution during busy service—temperature and timing lapses—prevents grade A territory, while moderate authenticity signals introduce slight assessment uncertainty. The combination of attentive service, inventive cocktails, and happy hour value makes it competitive with the area's better neighborhood restaurants.
Restaurant Summary
ASSET brings a downtown sensibility to the Upper West Side with a gorgeous, moody room, upbeat playlists, and a bar that hums from happy hour into late night. Guests describe attentive staff who guide choices and check in often, with one noting, "the space feels stylish yet comfortable." However, there are some review authenticity concerns suggesting certain reviews may be solicited or influenced. In the kitchen, the approach is creative Pan-Asian with polished sushi and crudo alongside cooked plates like honey soy duck and miso cod. Expect playful glazes, punchy dressings, and crowd-pleasers like crispy tuna rice that balance refinement with fun. Cocktails lean inventive and well made, ideal for those who enjoy modern fusion flavors more than strict tradition. Families will find a few approachable items—burger, fried rice, simple sushi—but the menu and vibe skew adult. There is no kids menu noted, and music can run loud. If you have selective eaters, plan around fried rice or basic sushi and visit earlier when the room is calmer.
At a Glance
- Design-forward space with lively atmosphere and strong bar program
- Creative Pan-Asian menu with reliable sushi and standout crispy tuna rice
- Happy hour value softens premium pricing
- Inconsistent execution at peak times (temperature, crispiness, drink delays)
- Creative/fusion menu - not traditional comfort food
What Sets It Apart
- design_forward_interior
- balanced_fusion_menu
- robust_happy_hour
- sushi_and_crudo_plus_cooked_entrees
What People Love
- Vibrant, stylish room that feels special
- Inventive cocktails and attentive bartenders
- Crispy tuna rice and crudo selections
- Duck and fried rice that satisfy without heaviness
Points of Concern
- Pricing is genuinely expensive ($34+ mains) which may surprise casual diners
- Some reports of lukewarm plates and delayed drinks during rush
- Music volume can hinder conversation on busy nights
- Review patterns show slight marketing tone in a few posts, but metadata supports overall authenticity
- Limited options for conservative palates or picky eaters
Service & Dining Experience
Service StyleTable Service
Average Cost$65-95 per person
ReservationsRecommended
What to Order
- Pair Jalapeño Yellowtail Crudo ($21) with a citrus-forward cocktail to echo acidity
- Share Lobster Fried Rice ($39) alongside Honey Soy Duck ($39) to balance richness
- Value route: Shishito Peppers ($13) + Udon Stir Fry ($20) + one nigiri selection
Perfect For
- Date night with cocktails and shareable plates
- Birthday dinners and group celebrations
- Pre or post–museum bites near AMNH
- Solo bar dining with sushi and a strong drink
Location Insights
Area: Lively Upper West Side corridor near museums and residential blocks; draws date nights, groups, and pre/post-museum diners.
Safety: Generally safe, well-trafficked area with strong evening footfall and lighting typical of UWS corridors.
Nearby: Near American Museum of Natural History, bars, cafes, and boutiques; convenient for neighborhood meetups and celebrations.
Upper West SideThe Upper West Side boasts a diverse dining scene ranging from classic New York delis and casual cafes to upscale restaurants. The atmosphere is generally relaxed and family-friendly, with a strong community feel and a steady flow of both locals and tourists visiting nearby attractions like Lincoln Center and Central Park.
Lincoln SquareLincoln Square is a cultural hub within the Upper West Side, home to Lincoln Center and several theaters. The dining scene here includes refined restaurants and trendy spots catering to theatergoers and local residents seeking quality dining experiences.
Practical Information
Opening Hours
Monday16:00–22:00
Tuesday16:00–22:00
Wednesday16:00–22:00
Thursday16:00–22:00
Friday16:00–23:00
Saturday16:00–23:00
Sunday16:00–22:00
Available: Reservations, Takeout, Outdoor seating
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