It's a bit a surprise to find such a popular place in such a sleepy street mall. With probably a half of the stores in that mall vacant Amakara clearly stands out. It is always packed and super busy.
What's the secret? Basically it's the food and the feel. The put some interesting twists on the traditional rolls and they do look and taste good. Also, they have a very modern style - a lot of hard polished surfaces, open kitchen with nice looking guys preparing meals, deep colors, lights - again, that urban downtown chic feels as a bit of a surprise in that small town area, but it's very authentic and works pretty well.
Overall, you might need to wait to be seated for quite a while, but it's worth it.