Nobu Hospitality has announced a new partnership with Thailand-based real estate group Asset World Corp Public Company Limited (AWC).

Both parties have signed a memorandum of understanding to complete an area development agreement covering Thailand with intent to open multiple Nobu Hotels and Restaurants exclusively with AWC in Thailand, including Bangkok’s first ever Nobu restaurant, expected to open by the end of 2021.

The name Nobu has become synonymous with minimalist, instinctive design, the finest ingredients, a powerful energy, and an innate passion for service. Each hotel and restaurant are fully engaged with the local market and offers guests the place to relax and savour an experience in an atmosphere charged with a sense of being part of something extraordinary.

“We are thrilled about this collaboration with Nobu, which is such a perfect partnership of the AWC and Nobu brands and our shared belief in unique offerings, design and creating experiences,” says Wallapa Traisorat, Chief Executive Officer and President of AWC. “From a business perspective, introducing Thailand’s first Nobu restaurant will enhance the value of our existing property Empire Tower, turning it into a large mixed-use facility and lifestyle experience destination right in the middle of the Bangkok CBD.”

Traisorat continues: “Our shared growth plan is to extend to a hotel under the Nobu brand in the future, which is to feature exquisite cuisine at every meal and a distinct, intriguing design. All of this is an affirmation that AWC is committed to building value for the tourism industry, that we are a key player ready to meet the existing and future needs of tourists from across the globe as well as Thai travellers of any lifestyle.”

“We are extremely excited to be working with leading lifestyle real estate developer AWC in Thailand to develop Nobu Hotels and Restaurants,” comments Chef Nobu Matsuhisa, Robert De Niro and Meir Teper. “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.”

Trevor Horwell, CEO of Nobu Hospitality, reveals:“Our strategy looking forward 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.”