If not already cooked, rinse and cook short-grain sushi rice according to package directions to yield about 2 cups cooked. While rice is hot, mix 3 tablespoons rice vinegar seasoning (combine rice vinegar, 1½ tbs sugar and ½ tsp salt or use prepared sushi seasoning) and fold gently into rice using a cutting motion. Spread rice on a tray to cool to slightly warm, fanning to give shine and remove excess steam.

Prepare nori and fillings

Place one nori sheet shiny side down on a bamboo rolling mat lined with plastic wrap. Wet your hands with water mixed with a little rice vinegar to prevent sticking. With a rice paddle or spatula, evenly press about 1 2/3 cups (most of the prepared rice) onto the nori leaving a 1/2 inch strip at the far edge. Sprinkle 1 teaspoon sesame seeds over the rice if using and gently press so they adhere.

Assemble inside fillings

Flip the nori and rice so rice faces down (inside-out style). On the exposed nori, place a strip of cream cheese (cut into 6 pieces lengthwise placed across the middle), 3 oz shredded imitation crab (spread evenly), 2 oz smoked salmon (laid flat), and half an avocado sliced lengthwise into 6 thin slices. Align fillings about 1 inch from the near edge to allow rolling.

Roll and shape

Using the bamboo mat, lift the near edge and begin to roll tightly but gently away from you, tucking fillings as you go. Press lightly to form a firm, even cylinder. When sealed, wrap the roll tightly in plastic and let rest for 2 minutes to set shape. With a very sharp, moistened knife, cut roll into 6 equal pieces. Clean the blade between cuts for neat slices.

Spicy crab topping

Make spicy crab mixture

In a small bowl combine 3 oz finely chopped imitation crab, 2 tbs Japanese mayonnaise, 1 tsp Sriracha, 1/2 tsp gochujang (optional), 1 tbsp finely sliced green onion, 1/4 tsp toasted sesame oil, and 1/2 tsp lime juice. Mix until uniform and taste; adjust heat or mayo to achieve a creamy, slightly spicy flavor. If mixture is too loose, chill for 5–10 minutes to firm up.

Top the rolls

Place a small spoonful (about 1 tablespoon) of spicy crab on top of each of the 6 roll pieces, gently pressing so it adheres. If desired, quickly torch the topping for a few seconds to lightly char (optional) or leave as-is for a creamy texture.

Garnish & serving

Arrange the six pieces on a serving plate. Drizzle a teaspoon of eel sauce over the pieces or in a thin line on the plate, and sprinkle remaining sliced green onion or sesame seeds. Serve immediately with soy sauce, wasabi, and pickled ginger on the side.