Craig Suyeishi’s Journey with Rice Lyfe

“My parents would buy me inari often,” Craig recalls, explaining how the sweet, deep-fried tofu pockets filled with sushi rice became a deeply comforting part of his upbringing. When he first considered a rice-centric business, inari was naturally at the forefront of his mind. And in a region as creatively and food-focused as California, the notion of elevated inari was the obvious next step. “I also like sharing a bit of my culture with people, even if I am fourth-generation Japanese American,” he adds, highlighting the personal touch behind his venture.

The seed for Rice Lyfe was planted during the pandemic. Witnessing his favorite breweries and restaurants struggle with declining foot traffic, Craig initially stepped in to help. “What I could do is help deliver your beers for you,” he offered, kickstarting a longer-range delivery service that differentiated itself from the typical five-mile radius offered by apps like DoorDash. While demand for this service eventually waned, it ignited a new idea.

Craig’s pivotal moment came years prior, during a trip to Hawaii. At a fish market, he encountered “inari bombs”—inari topped with fresh ingredients like spicy tuna. “Kind of fell in love with that,” he remembers, “Started making my own Inari bombs, if you will.” He noticed a growing trend of topped inari in Los Angeles and Hawaii, but a distinct absence in San Francisco. This observation, combined with his long-standing affection for the dish, prompted him to introduce the concept to the Bay Area.

The Evolution of Inari: A Fusion of Flavors

At Rice Lyfe, the traditional inari serves as a canvas for a diverse array of savory toppings. While the marinated tofu skin and sushi rice themselves offer a subtle sweetness, the toppings are where the true innovation lies. “The differentiator here is the topping,” Craig emphasizes. Offerings include spicy tuna, chili-garlic salmon, bulgogi (with or without cheese), and spam and kimchi. They’re also collaborating with a culinary creator to develop longanisa topped with a quail egg, as part of their ongoing menu expansion.

This creative approach aims to appeal to a broad audience. “It’s directed towards people who are familiar with sushi and enjoy that, but also people who may not necessarily want just raw fish,” Craig explains. Rice Lyfe is carving out a niche in the Asian fusion space, blending influences from Japanese, Korean, and Filipino cultures. “It’s a flavor bomb that just is unique,” he promises. The food is designed to be versatile, serving as perfect finger food for a picnic in the park or an effortless addition to a dinner party, allowing guests to “eat and mingle.”

Building a Business: Community and Growth

Craig operates Rice Lyfe out of the 1501 commercial kitchen, a decision heavily influenced by the owner, Gabby. “She’s so personal and friendly, and yeah, we wanted to work with her,” he shares. The journey to securing the space was serendipitous: it became available just as Craig and his longtime high school friend, the owner of Spinning Dough, were exploring ghost kitchen options closer to home.

He’s learned that many people are unfamiliar with inari, so it requires some education. However, once people see the inari being made and taste it, they often become repeat customers. “They’ll buy, and then they’ll come back and buy more,” he notes.

Learn more about Craig’s culinary creations and follow Rice Lyfe’s journey on their website at www.ricelyfe.com and on Instagram at @rice_lyfe.

Calendar – Bernal Heights and Beyond

Rice Lyfe – Elevated Inari & Asian Fusion Flavor Bombs