The Nobu Brand – Epicurean Excellence, Crafting an Elite Lifestyle

The story of Nobu, a global phenomenon, began with the unique Black Cod Miso dish, and now boasts an impressive portfolio of 77 restaurants, 41 hotels, and 12 branded real estate projects. Nobu has made its mark in some of the most prosperous cities in the world, including New York, London, Toronto, and Milan, and now it’s turning its attention to Vietnam with upcoming openings in Ho Chi Minh City and Danang.

Among these projects, the Nobu Danang complex, developed by Bat Dong San Ban Viet (VCRE), stands out as the first Branded Residences in Southeast Asia, signaling Nobu’s intention to conquer this promising market.

Since its inception in 1994, Nobu has stayed true to its core values, focusing on culinary excellence, service inspired by the Kokoro philosophy, and designs influenced by each city it calls home. These elements combine to create authentic and memorable experiences for its guests.

Culinary Arts and Service – The Heart of Nobu

According to Savills research, culinary experiences are ranked as the number one choice among the most exclusive experiences sought by the global elite. Nobu’s culinary prowess and unique dining offerings have become a powerful draw for affluent customers.

For Nobu’s patrons, dining at Nobu is more than just a meal; it’s a literal experience worth waiting for. Due to its fame and high demand, securing a reservation at Nobu can often take months. The combination of celebrity chefs, impeccable cuisine, and a deep understanding of culture and society creates a truly impressive epicurean experience for discerning diners worldwide.

Nobu places a strong emphasis on integrating its culinary excellence into both its restaurants and hotels, providing a seamless experience for guests.

During their visit to Vietnam in June, renowned chef Nobu Matsuhisa, veteran actor Robert De Niro, and seasoned film producer Meir Teper—the three famous founders of Nobu—emphasized that cuisine is at the heart of the Nobu experience, seamlessly integrating its restaurants and hotels.

Additionally, the “Nobu dictionary” includes the Kokoro philosophy, derived from the Japanese word for “heart.” This guiding principle influences the quality and service, forming the brand’s heartbeat and connecting its various destinations. Nobu’s appeal transcends mere culinary delights and hospitality; it lies in the power of sincerity and understanding, fostering genuine connections with its patrons.

Meir Teper asserts that if one had to choose between service and cuisine, Chef Nobu and he would emphasize that 60% is service and 40% is food. This is because people will always remember the service, whether good or bad.

Local Inspiration – A Unique Luxurious Experience

In an interview with PENTA, Trevor Horwell, CEO of Nobu Hospitality, shared that the term “luxury” is overused in the market, making everything seem luxurious. This is why he doesn’t consider Nobu Hotels to be part of the luxury hotel segment but rather a special one, distinguished by its approach and connection to local elements, creating a unique value proposition.

From the classic Cycladic white walls at Nobu Hotel Santorini to the modern aesthetic of Nobu Hotel Shoreditch, the Andalucian fountain at Nobu Hotel Marbella, and the Sensu fan-inspired design at the Nobu Danang complex, which offers a breathtaking view of the My Khe heritage coastline—each property captivates guests with a sense of novelty, enchantment, and familiarity. Room service also takes on a whole new meaning, focusing on delivering exceptional culinary experiences through Nobu’s renowned menus.

Sharing the same business philosophy as its restaurants and hotels, the global Nobu Residences real estate chain fulfills the desire for a luxurious lifestyle in an authentic, discreet, yet prominent manner. Infusing Hollywood exclusivity with Japanese subtlety and hospitality, the apartments and villas offer a unique “Nobu” lifestyle to discerning residents worldwide. Nobu Residences appeal to the deepest emotions of sophisticated clients, transcending mere habitation and offering a place to live, understood, and emotionally indulged.

Nobu Danang is set to enchant diners with its exquisite cuisine and stunning setting.

Located at the iconic intersection of Vo Van Kiet and Vo Nguyen Giap boulevards, directly facing My Khe Beach, one of the top six most attractive beaches on the planet, the landmark Nobu Danang tower will offer residents and visitors alike unparalleled dining experiences. The Nobu restaurant in Danang will also be the highest Nobu restaurant in the world, offering the same impeccable standards as all other global destinations, led by a team of carefully selected chefs from Nobu.

As shared by Trevor Horwell in “Hotels passion for Hospitality” in 2019, each Nobu restaurant welcomes approximately 100,000-250,000 guests per year. Based on this estimate, only a 15% conversion rate of diners choosing to stay would be enough to fill Nobu Hotels. This also highlights the economic savvy of investing in Nobu Residences.

In 2024, in addition to Danang, the world of branded real estate will welcome new Nobu residences in Los Cabos, Al Khobar, Tulum, Orlando, and Punta Cana, each promising a host of exciting new experiences.