Global eatery brand to launch in Thailand

Diners in Thailand are in for a treat before the end of 2021, as the country's first Nobu restaurant opens. Celebrity chef Nobu Matsuhisa, US actor Robert de Niro and film producer Meir Teper founded the Nobu Hospitality global lifestyle brand. The restaurant brand promotes “creating unforgettable experiences around exceptional food”.
Trevor Horwell, CEO of Nobu Hospitality, said: “Our strategy is to grow our brand with both regional and national partners so that they can access our business model and strength on a multi-site basis as others have successfully done before."
Integrated lifestyle and real estate group AWC in Thailand is Nobu's partner to the venture. The restaurant will open on AWC's property in Bangkok. Wallapa Traisorat, CEO and president of AWC, explained:
“From a business perspective, introducing Thailand's first Nobu restaurant will enhance the value of our existing property Empire Tower. The new restaurant will turn the property into a large mixed-use facility and lifestyle experience destination right in the middle of the Bangkok CBD, he added.
Finally, the venture would “uplift the spirit of Thailand's capital city, Bangkok with the uniqueness of Nobu furthering the city as a world class food and beverage destination”, AWC said.

(Image caption: AWC and Nobu Hospitality signing event)