Nobu: The Art of Fine Dining, Redefining Luxury Living

Over the past 30 years, many have wondered what sets Nobu apart from countless other luxury hotel chains. In reality, in a highly competitive market, the seemingly simple core values that Nobu consistently upholds have created a unique and lasting appeal over time.

Originating from the unique Black Cod Miso dish, the Nobu brand was born and has since become a “global phenomenon” with a network of 77 restaurants, 41 hotels, and 12 branded real estate projects. Situated in some of the world’s most prestigious locations like New York (USA), London (UK), Toronto (Canada), Milan (Italy), and more, Nobu continues to leave its mark in Vietnam with two destinations, Ho Chi Minh City and Da Nang. Among these, the Nobu Danang complex, developed by Viet Capital Real Estate (VCRE), has been announced as Nobu’s first branded residences in Southeast Asia, marking its journey to conquer this promising market.

From its inception in 1994 to the present day, the core values that Nobu has emphasized—such as the quality of its cuisine, the Kokoro service philosophy, and city-inspired designs—have continuously crafted a truly authentic and complete experience.

Cuisine and Service – A True Luxury Experience

According to research by Savills, fine dining is now ranked as the top choice among the world’s elite when it comes to luxury experiences. This is one of the ways Nobu captivates its affluent clientele with an unmatched allure.

Nobu’s dining experience is more than just a meal; it’s something worth anticipating. Due to its global fame and high demand, securing a reservation at Nobu can be a challenge, often taking months. With renowned chefs, exceptional cuisine, and a profound understanding of culture and society, Nobu creates a truly remarkable experience for discerning diners across the globe.

For the Nobu brand, cuisine has always been the core focus, seamlessly integrating the restaurant and hotel experience.

During their visit to Vietnam this past June, the three renowned founders of Nobu—celebrated chef Nobu Matsuhisa, legendary actor Robert De Niro, and veteran film producer Meir Teper—reaffirmed that cuisine is always central, seamlessly blending the restaurant with the hotel.

Additionally, in Nobu’s “dictionary,” there is always the philosophy of Kokoro, which originates from the Japanese word meaning “from the heart.” This serves as the guiding principle for quality and service, the heartbeat of the brand, and the element that connects its various locations. Clearly, Nobu’s appeal transcends beyond the boundaries of cuisine and hospitality. It lies in the power of sincerity and understanding, on a journey to create genuine connections with its customers.

Meir Teper believes that if one had to choose between which is more important, service or food, both he and Chef Nobu would confidently say that 60% is service, and 40% is food. This is because people will always remember the service, whether it’s good or not.

Local Inspiration – A Unique Luxury Flavor

In an interview with PENTA, Trevor Horwell, CEO of Nobu Hospitality, shared that the term “luxury” is now overused in the market, giving the impression that everything is labeled as luxury. That’s why he doesn’t view Nobu hotels as fitting into the luxury hotel category but rather as “special hotels” with a unique approach that deeply integrates local elements to create distinctive value.

From the classic white Cycladic walls at Nobu Hotel Santorini, to the modern aesthetics at Nobu Hotel Shoreditch, the Andalucia Fountain at Nobu Hotel Marbella, and the Sensu fan imagery unfolding to reveal the heritage coastline of My Khe Beach at the Nobu Danang hotel, restaurant, and residence complex—each detail offers a refreshing yet comfortably familiar experience for guests. Room service also takes on a different meaning compared to traditional hotel systems, focusing on the exquisite culinary experience through the renowned Nobu restaurant menu.

In line with the same business philosophy as the restaurant and hotel chain, Nobu Residences worldwide fulfill the desire for a luxury lifestyle in a genuine, discreet, yet striking way. By blending exclusivity from Hollywood with the elegance and hospitality of Japan, each residence or villa provides a truly “Nobu” living experience for elite residents around the world. Nobu Residences transcend the mere need for accommodation—they are a place to live, to feel understood, and to indulge the emotions of sophisticated clients at the deepest level.

Located at the iconic intersection of Vo Van Kiet and Vo Nguyen Giap, directly facing My Khe Beach—ranked among the top six most beautiful beaches in the world—the Nobu Danang tower is set to offer residents and guests an exceptional culinary experience. The Nobu restaurant in Da Nang will also be the highest beachfront Nobu restaurant in the world, upholding the same impeccable standards found at all Nobu locations, led by a team of elite chefs selected by Nobu.

According to Trevor Horwell, as shared in Hotels Passion for Hospitality in 2019, each Nobu restaurant welcomes approximately 100,000 to 250,000 guests annually. It’s estimated that if only 15% of those guests choose to stay, it would be enough to fill Nobu hotels. This underscores that investing in a Nobu residence is a premium economic choice.

In 2024, alongside Danang, the global luxury real estate market will see the launch of several Nobu residential projects in Los Cabos, Al Khobar, Tulum, Orlando, and Punta Cana, each offering unprecedented experiences.