Koi Matsu is a new Japanese restaurant located in the Saw Mill Village shopping center at 404 Marlton Pike (Route 70) in Cherry Hill. That address has seen its fair share of restaurant openings and closings. Before Koi Matsu, it had been home to Savor Asia and Tiger Sugar.
Some like to joke that this location is “cursed.” I don’t like that narrative because Han Dynasty, which has been open for quite a while, is right next door. It’s easy to point fingers at the space itself when a few concepts don’t work out. But if we’re being fair, it’s not really about the address. Sure, Route 70 construction hasn’t made things easy—navigating traffic cones and detours isn’t exactly anyone’s idea of a good time. But let’s not ignore the bigger picture.
Saw Mill Village still houses several successful businesses that have stood the test of time. People do show up. They dine, they shop. So what gives? The issue hasn’t been the location. It could have been about fit, identity, and timing.
Enter Koi Matsu: A New Sushi Spot!
So now the big question—did Cherry Hill need another sushi restaurant?
Fair question. Sushi joints aren’t exactly hard to come by around here. But Koi Matsu doesn’t just feel like another dot on the sushi map. It feels… intentional.
From the moment you step in, you can tell this place isn’t trying to recycle anyone else’s vibe. It’s not borrowing from Tiger Sugar’s bubble tea playbook or chasing pan-Asian fusion trends. Koi Matsu is carving out its own path, and that’s refreshing.
First Impressions Matter — And Koi Matsu Delivers
The look and feel of Koi Matsu is a complete departure from what came before. Gone are the remnants of previous tenants. The interior has been thoughtfully redesigned—minimalist yet warm, sleek but not sterile.
There’s a subtle glow to the space. It’s the ambiance that makes you want to settle in, take your time, and put your phone down for a bit.
There’s also something quietly mysterious about it. It doesn’t scream for attention, but it holds it: a little moody, a little Zen. The setting where conversations feel deeper and sushi tastes better.
Breaking the Mold — Without Breaking Tradition
Koi Matsu isn’t trying to reinvent sushi. This isn’t molecular gastronomy or 17-ingredient rainbow rolls that look better on Instagram than they taste in real life. What they’re doing is respecting the craft and bringing balanced flavors, with a distinct focus on technique. You get the sense that this place wants to impress subtly, not overwhelm.
They’re offering a menu that’s rooted in tradition, but flexible enough to appeal to modern tastes. Think solid sashimi and nigiri options, but also some clever rolls for those who want a little crunch or a spicy kick.
And service? Friendly. Unrushed. Knowledgeable. There is even a tableside preparation of its “Marble Blaze” appetizer. It’s the kind of place where you feel like the staff wants to delight you so that you not just tip and leave never to return, but come back again and again.
The Sushi Scene in Cherry Hill — Is There Room?
Let’s face it: Cherry Hill isn’t short on Japanese cuisine. You’ve got long-standing go-tos, chains, and high-end date-night spots. So why throw Koi Matsu into the mix?
Because the sushi landscape, like any food scene, thrives on variety. It’s not about flooding the area with carbon copies—it’s about raising the bar and offering something new. And based on early impressions, Koi Matsu seems to get that.
It’s not coming in with flashy gimmicks. It’s not trying to be the cheapest or the trendiest. It’s trying to be good. That alone sets it apart.
Looking Ahead — Can Koi Matsu Break the Cycle?
The million-dollar question: Will Koi Matsu succeed where others have fizzled out at this location?
Time will tell, of course. But early signs are promising. It’s not just the fresh branding or the polished design—it’s the intentionality. It doesn’t feel like a placeholder. It feels like a plan.
And let’s give some credit to the local dining crowd here. South Jersey food lovers are loyal, but they’re also discerning. They know what’s phoned-in and what’s authentic. If Koi Matsu continues to deliver quality and consistency, that loyalty will follow.
Final Thoughts: More Than Just Another Sushi Restaurant
Koi Matsu isn’t trying to be a flash in the pan. It’s not chasing clout—it’s building something. Something that respects the space it occupies, acknowledges the past, and still dares to look forward.
And maybe that’s what this location on Route 70 needed all along: not just a new name, but a new energy.
So, if you’re cruising down Marlton Pike anytime soon and find yourself craving sushi—or just a place to sit, unwind, and enjoy a thoughtful meal—Koi Matsu is worth a look.
Because maybe, just maybe, the so-called “cursed” location is finally ready for its comeback.
Koi Matsu has joined the Frequent Diner program. If you are a card holder, show them the card and you will receive 10% off your check. Enjoy!
Disclaimer: SJFS was invited to visit the restaurant, but opinions and observations are our own.
SJFS is dedicated to food, dining, restaurants, and drinking in South Jersey. Got a news tip? Email southjerseyfoodscene@gmail.com.