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Finally managed to join in the hype! Queued about 1hr 15mins for this, but the food came really quickly so all's good! Ordered the Hitsumabushi (grilled unagi, or freshwater eel, over rice). Apparently we're supposed to eat this 4 ways: 1st portion as normal, 2nd portion mixed with the condiments and seasonings provided, 3rd portion with the dashi (they even give you wasabi to grate yourself!), 4th portion any way you like.
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I know some people don't fancy unagi because it can taste quite fishy if not cooked well. Don't worry, this isn't the case here! The eel is de-boned pretty well and grilled to a tender, melt-in-your-mouth texture. Which already brings it to a level of sophistication higher than your typical unagi dons! Really can't imagine eating even fresher versions in Nagoya itself.
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Anyway, I was very impressed with the rice too, REALLY very soft and fragrant. All in all, I would say, do give this place a try. It's good.