Yes, it is quite popular even far away from Asia. But preferences are quite different, regarding the kind of fish, the amount of soy or wasabi ... oh, ehm ...
Have you ever tried to eat as hot (spiced) as possible, and learned Scoville units of different food and spices to brag with?
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Little hint if you are going to do so: Do not start off with Vicious Vampire. You wouldn't lick a clothes iron either.