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 set to launch its first restaurant in Thailand on September 20, 2024.
The new establishment will be located on the 58th floor and roof of the Empire Tower in Bangkok’s Sathorn business district.
The venture into the Thai 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 Asian building on the river,” AWC CEO and President Wallapa Traisorat said. 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.
Wallapa told the Bangkok Post that Empire Tower receives up to 20,000 visitors every day, with many executives looking for locations to meet business partners or friends.
She stated that AWC would acquire customers through the 600 million people enrolled in the loyalty programs of the hotel chains it partners with.
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Nobu Hospitality was co-founded in 1994 by celebrity chef Nobu Matsuhisa, Hollywood actor Robert De Niro and Meir Teper.
Since its founding in New York, it has become synonymous with Japanese fusion cuisine and minimalist design, and now has 56 restaurants and 36 hotels around the world.
Its presence in Asia includes cities such as Tokyo, Singapore, Manila and Kuala Lumpur.
The company’s partnership with AWC also includes the development of two additional Nobu hotels in Bangkok and New York, both currently in the design phase.
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