There is a long-standing battle here on the LA CH boards about Echigo - seems you either love it (and get it) or really don't. We went tonight and had a fantastic meal. It's not about the decor (non-existant), it's not about the location (SM & Bundy in a strip mall), it's not about "freaky rolls". In fact, as far as i know, they ONLY serve sushi there, no hot stuff, so if you need tempura or miso soup and that kind of thing, best to go somewhere else.
Echigo is purely about extremely high-quality fish as fresh as it possibly can be. Tokyo-style, warm seasoned rice/cold fish, and nary a need for soy sauce! If you care about these things and about fresh wasabi... this is the place for you.
DO NOT LEAVE without having the uni, which is simply the BEST in the city, and extremely generously served. Cold and firm and fresh and tastes like the ocean. The Ikura is lightly preserved with saki and is mouth-wateringly delish. The blue crab hand-rolls make the perfect ending to the meal.
We were stuffed for $45 per person including beer. Go for omakase and let the chef give you what's best but make sure you request the above.
One of my dinner companions said it best when served his blue crab hand roll as his last dish. "Oh man. I am so depresed because it's all over. I wish I was still hungry so we could eat again."
12217 Santa Monica Blvd
Los Angeles, CA 90025