The brand is a collab between Nobu Matsuhisa, Robert De Niro and Meir Teper.

By Ashima Sethi

Earlier this week, Asset World Corp Public Company Limited (AWC), a notable member of TCC Group, one of the nation’s most prominent conglomerates announced an exciting partnership with Nobu Hospitality, the brainchild of Chef Nobu Matsuhisa, Robert De Niro, and Meir Teper that aims to create unique, upscale experiences that will contribute to Thailand’s diverse hospitality landscape.

The two companies have signed an MoU agreement that will see the establishment of several Nobu Hotels and Restaurants in some of Thailand’s key destinations, starting with the first-ever Nobu restaurant in Bangkok at the end of 2021.

First established in 1994 in New York City, USA, the idea for opening the restaurant stemmed from Robert De Niro’s appreciation for Chef Nobu Matsuhisa’s high-end cuisine that he was serving at his then eponymous restaurant, Matsuhisa. Now with a presence in five continents, Nobu’s upscale dining experience has become synonymous with the finest ingredients and an atmosphere that allows you to dine amongst the who’s who of cities like Los Angeles, USA and London, UK.

Similarly, each of Nobu’s luxury properties aim to embody the minimalism famous in Japanese architecture and styling, combining these design elements with the amenities found at modern lifestyle hotels. Open in destinations like Ibiza in Spain, Las Vegas and Miami Beach in the US, each of their hotels and residences draw inspiration from the local culture to create a unique home-away-from-home experience.

Speaking to Hospitality Net, Chef Nobu, Robert De Niro, and Meir Teper had this to say about the partnership: “We are extremely excited to be working with leading lifestyle real estate developer AWC in Thailand to develop Nobu Hotels and Restaurants. Partners are extremely important for us, and with the leadership of Wallapa Traisorat we know that the future is bright with Nobu in Thailand and beyond.”