Sushi is an estimated $33B business in the US

The surprising economics of sushi

How exactly does a patron of a sushi restaurant in Omaha, Nebraska, get to eat fresh fish caught off the coast of Japan? This episode of the Freakonomics podcast answers this question and explains the impressive feat. Listen to learn about the tricky economics and time-sensitive process behind importing fresh catches to sushi-lovers across America.

The best sushi restaurants in the US

Not every sushi spot is the same: They have different fish distributors, different menus, and different vibes. This list ranks US restaurants that have excelled across the board, highlighting well-regarded omakase counters (like New York’s Sushi Nakazawa) and old-school bars (like Los Angeles’ Sushi Gen).

A television show helped popularize sushi in the US in the 1980s

"Shogun," a miniseries released in 1980, followed a British sailor's journey through 17th-century Japan. Nearly a third of American households watched its five installments, and it was used as an instructional text in classrooms throughout the '80s, inspiring a wave of American interest in Japanese culture, including sushi.

One writer suggests using the California roll to evaluate sushi restaurants

Christine Carone uses the logic of the Big Mac Index—a metric for evaluating purchasing power by comparing countries’ Big Mac prices proposed by the Economist—for evaluating takeout sushi. Her recommendation is looking at the cost of a California roll, a relatively inexpensive, middle-of-the-road item for any American sushi spot. If it’s too expensive, the restaurant isn’t offering good value. But if it’s too cheap, you should worry about the quality of the fish.

The US restaurant industry generates over $1T in sales

In 2024, the industry brought in $1.1T, and the National Restaurant Association anticipated reaching $1.5T in 2025, numbers that are considered a return to normal after the tumultuous years of the COVID-19 pandemic. The industry also employs a large workforce, with over 13 million employees. (Some readers may experience a paywall.)

Sushi contains cooked or raw fish, and comes in various rolls and styles

In the US, most sushi restaurants serve maki and uramaki, which feature fish wrapped in rice. But those are far from the only styles of sushi out there.

The fish in sushi is usually frozen to eliminate parasites

Most raw fish contain parasites, but sushi restaurants and fish markets use “super freezers” to make the food safe for consumption. The United States Food and Drug Administration warns that frozen raw seafood can still contain parasites, depending on the type of fish and the conditions of the “super freezer.”

'Shogun,' a 1980s TV series, helped popularize sushi in the US by stimulating an American interest in Japanese culture.

Bluefin tuna, now used in high-end sushi, was once reserved for cat food

Until the ‘70s, the enormous fish were the base for cat food or, at times, thrown into the trash. Now it’s the most expensive fish in the ocean and is a popular topping for nigiri sushi thanks to the abundance of fat in its belly.

Sushi apprenticeships often last for at least 10 years

Sushi is often treated as a precise art form, with master chefs taking on apprentices who must slowly earn the responsibility of preparing the food. In the video below, Oona Tempest, an apprentice at Tanoshi Sushi NYC, explains what the years-long process entails.

Foodborne illnesses cost our country an estimated $74.7 billion in 2023

A US government estimate puts the cost of all foodborne illness in 2023 at almost $75 billion dollars. In a report published by the US Department of Agriculture’s Economic Research Service, government analysts detailed how the burden of foodborne illness includes medical costs, but also more hidden costs like lost wages. The analysis also breaks down estimated costs by pathogen.

Yohei's sushi innovation turned sushi into a convenient fast food

Nigiri took relatively little time to prepare, making it an ideal dish to serve from a food stand. The success of Yohei’s stand, where customers could select their desired toppings, inspired others to open similar businesses.

Discover the economic value of coral reefs, which benefit one billion people worldwide

The National Oceanographic and Atmospheric Administration estimates that US commercial and recreational fisheries valued at $200M depend on coral reefs, which provide up to $1.8B in flood protection by absorbing 97% of wave energy. Combined with the benefits from tourism, US coral reefs provide $3.4B in value annually.

In 2022, the US exported more than 450,000 metric tonnes of cheese worldwide

That same year, the US cheese export market was valued at $2.3B. The main consumer markets for the US were Mexico, South Korea, Japan, Australia, and Canada. Mexico was the largest importer of US cheese, with 87% of its cheese imports coming from its neighbor.

Ukraine's sushi restaurants have remained open through the country's war with Russia

Although the country's cities have become battlegrounds, its sushi restaurants—a popular comfort food for Ukrainians—have remained open. That's especially surprising considering they require imported fresh fish and highly skilled chefs.

Alaska's Bristol Bay hosts the world's largest self-sustaining wild salmon runs

Nearly 50 million of the fish return to the area each year to spawn, sometimes in the same spot they were born. A journalist tracked the supply chain journey of one sockeye salmon from the sea to the customer's plate.

How much Americans spend on groceries by state

You've probably heard that the price of groceries has gone up across the US in the past few years—but do you know what the average American household is currently paying for their weekly grocery bill? That answer differs state-by-state: For instance, households in Alaska and Hawaii have the largest average weekly grocery bills at $329 and $334, respectively, partly due to shipping costs. See a map showing the averages in each state here.

The dietary market is worth more than $60B

Listen to this question and answer session with the US Food and Drug Administration about dietary supplements—vitamins, minerals, probiotics and similar products people may buy in liquid, pill, or powder form. They are categorized legally as a category of food and can be legally brought to market without the FDA even knowing about it, though consumers can tell FDA about issues with the products and FDA can take action to remove dangerous or unlawful items after they're available.

Soda is one of the most overpriced items at restaurants

All restaurant food is marked up—that's how they turn profits, after all—but soda is one of the most egregious. Fountain soda is remarkably cheap, with restaurants often paying a few cents for each glass before selling it for a few dollars. Food publication The Takeout estimates that the typical markup is around 1,000%.

The economics of ski resorts

More than 480 ski resorts pack in nearly 65 million visitors each year in the US for historically high prices. Daily lift tickets may cost three figures at many locations. Amid industry consolidation and more stringent land use regulations, ski resorts are upping their prices—a factor that does not appear to be dampening the sport's popularity. Learn more here.

The wedding industry is a roughly $200B global market

That market is shaped by both tradition and commercial influence. In the US, couples spend an average of $35K on a wedding, while Indian weddings range from $5K to more than $100K. Despite rising costs, weddings remain a deeply emotional tradition, celebrating love and human connection.

The pickleball market is expected to hit $4.4B by 2033

In 2023, the global pickleball market was $1.5B. By 2023, it's expected to grow by a compound annual growth rate of 11.3%.

The global horse market is worth about $400B

In this podcast episode from a new series on horses, Freakonomics explores the market around buying and selling some of the world's top sport horses, and the nebulous forces that make them so valuable.

The amount of plastic chemicals in 300 everyday Bay Area foods

Food production is more complicated than it appears, and manufacturing, packaging, and shipping processes can add significant substances to your food. This massive project compiled data on 300 samples of foods delivered to the San Francisco area, testing for the presence of 18 different kind of plastic. Learn how to read the data here with its helpful guides and then explore the table yourself.

Investors collectively own $28T in US Treasury securities

The 10-year Treasury yield is a central measure of the health of the economy, shaping how much both the government pays on its debt and the cost of borrowing for the private sector. This explainer provides stats and explainers on the important metric.

Amazon accounts for roughly 40% of all US online retail sales—a much larger piece of the pie than its competitor Walmart

Although Walmart is roughly 30 years older than Amazon, the e-commerce giant has a significant lead in online US retail sales: Walmart's share is roughly 7%. Season 33 of the podcast "Business Wars," hosted by David Brown, is all about one of the most intense rivalries in all of retail.

US consumers collectively owe more than $1T to credit card companies—almost as much as they owe in auto loans.

The US dollar is the most widely circulated currency in the world, and is involved in nearly 90% of global transactions

Calculate how much of your tax dollars go to each federal program based on your income, filing status, and number of children

Fast-casual restaurant Chili's is experiencing a resurgence, with its parent company recently reporting a nearly 32% increase in sales, thanks to passionate Gen Z fans on TikTok.

SpaceX's S-1 or 'prospectus' revealed many previously unknown details about the company, including its unprofitability despite doing $18.7B in revenue in 2025, exactly how many voting shares Elon Musk will have in the company (roughly 85%), and more.

Up to a million Girl Scouts sell about 200 million cookie boxes every spring, generating $800 million, largely because refusing a child is frowned upon

How Amazon operates a 'flywheel' business model, a self-reinforcing cycle that drives continuous growth

44% of Americans say they pray at least once a day—discover how your state's religiosity stacks up against the rest of the country.

The Nasdaq's 'Magnificent 7' companies are responsible for roughly 40% of the Nasdaq 100 index's gains, while the remaining 93 companies account for the other 60%.

The animatronic shark from Steven Spielberg's 'Jaws,' the first modern blockbuster, was a complex underwater apparatus called 'Bruce.'

Fish populations in the Great Barrier Reef have increased after installing waterproof speakers on the ocean floor that played recordings of sounds from healthy coral reefs.

About 2,000 US babies are born annually without some portion of their limbs, potentially leading to a lifetime of pricey prosthetics.

Hear about the 250-year history of the United States Postal Service, complete with some of its strangest deliveries, important innovations, and the figures that made it an American institution.

This real-time tracking of the hantavirus cruise ship outbreak in May 2026 offers a unique glimpse into the global reach of the outbreak and whether the virus sickened passengers and their communities around the world.

Art theft is the third-largest source of criminal revenues worldwide, thanks in part to the subjective nature of valuing a work of art.

In its famous catalog, Sears sold $600 DIY house kits from 1908 through the 1940s, resulting in an estimated 100,000 'Sears and Roebuck homes.'

In 2026, Finland was named the world's happiest country for the ninth consecutive year based on its wealth, social safety network, and high life expectancy, among other factors.

Fireworks-related ER visits are on the rise—in 2024, they increased by 52% as compared to the prior year.

See how each of the more than two million known species relates to each other—and to common ancestors—in this zoomable tree of life.

The Great Salt Lake's distinct dual coloration results from high-salinity organisms that only live in the northern portion and produce a purple protein.

Sony set the standard for cylinder-shaped batteries when it repurposed manufacturing equipment used to make rolls of magnetic recording tape.

The most expensive ad of all time was for Chanel No. 5 perfume and cost roughly $33M to produce in 2004—about $57M in today's dollars.

The 1987 Nintendo video game 'Stadium Events' isn't known for being particularly fun, but its scarcity has made it a highly sought-after item that has sold for up to $35K at auction.

Louisiana's 'Cancer Alley' is infamous for having some of the highest industrial pollution, toxic air emissions, and cancer risks in the US.