The California Roll is widely credited with making sushi popular in North America by 'hiding' the ingredients that Westerners initially found unappealing. Chef Hidekazu Tojo, working in Vancouver in the 1970s, noticed that many customers were put off by the sight and texture of raw fish and the black seaweed (nori) on the outside of the roll. He created an 'inside-out' roll (uramaki) with the rice on the outside to hide the seaweed. He replaced raw fish with cooked imitation crab and added avocado, which has a buttery texture similar to fatty tuna (toro). The roll was named 'California Roll' because of its popularity with visitors from Los Angeles. This dish proved that culinary adaptation can be a powerful bridge between different food cultures.