Police say Peter Nguyen of Toronto was the victim of a targeted killing when he was gunned down Tuesday evening in a busy shopping district at Yonge and Lawrence.
Investigators say Nguyen, 26, was shot multiple times at 9:20 p.m.
He was taken to hospital, where he was pronounced dead.
Investigators identified Nguyen earlier today and said he was known to police.
They are looking for two suspects, both described as men in dark clothing, last seen fleeing the area on foot, heading westbound on Melrose Avenue from Yonge Street.
Witnesses were shocked by the brazen shooting, which happened in an area of north Toronto lined with boutiques and restaurants.
The shooting was in plain view of diners at a Japanese restaurant.
"All of a sudden we heard firecrackers; it sounded like firecrackers," said one witness in the restaurant.
"So we turned back and looked and we see a guy, basically shooting…outside. We basically hit the deck."
The shooting happened so quickly, the witness could only describe the gunman as wearing a hoodie and hat.
Police are asking anyone with information about the shooting to come forward.