Mari.ne Handroll in Times Square: Elevated Handroll Bar with Chef Sungchul Shim’s Touch
Store Overview
At 135 W 41st St, New York, NY 10036 (📞 646-454-0645), Mari.ne Handroll hides in plain sight, a stone’s throw from Times Square and Bryant Park. The storefront is understated—an olive-green awning with the name “Mari.ne Handroll Bar” printed in elegant white. Through the glass doors, the vibe is modern and intimate, with clean lighting and a counter bar that wraps around the open kitchen. Guests perch on stools while chefs assemble handrolls right in front of them, giving the experience both a personal and theatrical feel.
The space is compact, making it ideal for solo diners, small groups, and Midtown professionals seeking something refined yet approachable. The clientele is a mix of locals chasing Chef Sungchul Shim’s Michelin reputation, theatergoers dining pre-show, and adventurous tourists avoiding chain restaurants.
Menu & Services
Mari.ne’s menu is compact but carefully curated, balancing Korean inspiration with Japanese precision. Signature dishes include:
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Handroll Set ($29) – A sampler showcasing tuna, salmon, and inventive fillings.
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Fatty Tuna Hand Roll – A premium option that foodies rave about.
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Shrimp Tempura Hand Roll ($15) – Crispy and indulgent.
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Trevisano Salad ($16) – A bright, modern starter with chic plating.
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Mandu Dumplings – A Korean comfort nod, reimagined.
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Mini Pho – A surprising but welcome twist on the menu.
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Oysters & Scallops – Fresh seafood dishes topped with herbs and light sauces.
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Bibimbap Bowl – Served with kimchi and toppings for a homey yet elegant finish.
Drinks include cocktails garnished with edible flowers, sake, and teas, adding to the polished yet playful aesthetic. Price range is $30–50 per person, competitive for its location and pedigree.
Review Summary
Customer Feedback (Balanced):
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Positive: Diners highlight the freshness of fish, creativity of dishes, and clean, stylish interiors. Service is often described as attentive and quick.
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Negative: Some guests note that portions are on the smaller side for the price, and during peak hours, the experience can feel a little rushed.
Human Commentary:
That balance is Midtown in a nutshell—real estate costs push prices up, and the fast-moving crowd sometimes conflicts with a leisurely dining expectation. Still, Mari.ne’s ability to bring Chef Shim’s Michelin-level artistry into an accessible handroll format makes it unique and valuable in this area.
Location & Accessibility
Situated between Times Square and Bryant Park, Mari.ne Handroll is in prime Midtown territory. The B/D/F/M and 7 trains at Bryant Park–42nd Street and Grand Central (10 min walk) make it easily reachable.
Nearby landmarks feeding foot traffic:
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Times Square – Tourists spill into surrounding streets looking for high-quality alternatives to chains.
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Bryant Park – Lunchtime crowds and winter ice skaters make this an all-season traffic driver.
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New York Public Library (42nd St) – Adds a steady stream of day visitors and professionals.
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Broadway Theaters – Pre-show diners want quick yet refined meals.
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Grand Central Terminal – Brings in commuters who may stop for early dinners.
The fusion of tourist, commuter, and theater traffic makes Mari.ne’s efficient yet upscale model especially strategic.
Genius Marketing Analysis
GI (Genius Insight): Mari.ne succeeds by delivering Michelin-trained creativity in a casual handroll bar setting. This “accessible luxury” draws both foodies and casual diners who want a special Midtown meal without committing to a full tasting menu.
MDA (Marketing Action): Mari.ne could strengthen its niche by offering theater-friendly prix-fixe menus, handroll flights for Instagram appeal, and influencer collaborations highlighting its hidden-gem location.
Genius Ideas (10)
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Broadway Pre-Theater Menu – 3-course set ready in under 45 minutes.
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Lunchbox Special – Handroll + salad + drink combo for Midtown professionals.
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Bryant Park Picnic Packs – Portable handroll boxes for park-goers.
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Happy Hour Rolls – Discounted rolls + sake cocktails between 4–6 PM.
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Monthly Chef’s Roll – Seasonal handroll designed by Chef Shim.
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Instagram Tasting Flights – Mini rolls arranged for visual appeal.
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Tourist-Friendly QR Guide – Digital menus in multiple languages.
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Partnership with Broadway Shows – Discount codes for ticket holders.
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“Hidden Gem” Campaign – Social ads promoting Mari.ne as the alternative to tourist traps.
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Late-Night Specials – Rolls and cocktails after 9 PM targeting post-theater crowds.
Conclusion
Mari.ne Handroll is a quiet powerhouse in Midtown, marrying Chef Sungchul Shim’s Michelin pedigree with the casual efficiency of a handroll bar. It offers a refined yet unfussy experience, serving everyone from office workers to theater-goers. More than just another sushi spot, it’s a testament to how NYC dining evolves—elevated, accessible, and rooted in both culture and craft.
Q & A
Q: What are the hours of Mari.ne Handroll?
A: Opens 11:30 AM – 9:30 PM (closed Mondays).
Q: What’s the price range?
A: Around $30–50 per person.
Q: Do I need reservations?
A: Yes, via Resy, especially for dinner.
Q: What are must-try dishes?
A: The Handroll Set, Fatty Tuna Roll, Trevisano Salad, and Oysters.
Q: Is it vegetarian/vegan friendly?
A: Yes, options include veggie rolls and salads.
