Nobu is synonymous with Japanese fusion cuisine and minimalist design. Credit: The Image Party / Shutterstock

Nobu Hospitality, in partnership with Asset World Corp (AWC), is poised to launch its inaugural restaurant in Thailand on 20 September 2024.

The new establishment will be situated on the 58th floor and rooftop of Empire Tower in Bangkok’s Sathorn business district.

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The venture into Thailand’s market will not be limited to the restaurant.

“Nobu Hospitality and AWC will also manage the Plaza Athenee Nobu Hotel and Spa in the restored East Asiatic building on the riverside,” AWC CEO and president Wallapa Traisorat told TTG Asia.  

Nobu also plans to introduce the River Journey plaza concept and Thailand’s first Nobu Hotel, adjacent to the Mandarin Oriental. The two hotels expect to welcome guests in 2026.

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Wallapa told the Bangkok Post that Empire Tower receives up to 20,000 visitors each day, with many executives looking for locations to meet with business partners or friends.

She stated that AWC would recruit clients through the 600 million people enrolled in the loyalty programmes of the hotel chains with which it is working.

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Nobu Hospitality was co-founded by celebrity chef Nobu Matsuhisa, Hollywood actor Robert De Niro and Meir Teper in 1994.

Since its beginnings in New York, it has been synonymous with Japanese fusion cuisine and minimalist design, and now has 56 restaurants and 36 hotels worldwide.

Its presence in Asia includes cities such as Tokyo, Singapore, Manila and Kuala Lumpur.

The company’s partnership with AWC also involves the development of two additional Nobu hotels in Bangkok and New York, both currently at the design stage.