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Few chefs have cultivated a following in the Middle East quite like Chef Nobu Matsuhisa.
From New York to London, the Japanese culinary icon has spent decades cementing his status as one of the most revered chefs and restaurateurs. Today, with 58 global restaurants – three of which are in Dubai – and an ever-growing presence in Egypt, the celebrated chef continues to deepen his roots in the region.
Following last year’s opening on Egypt’s North Coast, the arrival of Nobu New Cairo marks the next chapter in the brand’s regional expansion, bringing the Nobu experience to one of Egypt’s growing luxury destinations. But for Chef Nobu, the launch of his second restaurant in Egypt is far more than just another career milestone – it’s a fulfilment of a lifelong dream.
“Coming to Cairo has always been a dream of mine,” he tells GRAZIA. “I’ve always been fascinated by Egypt, ever since I was a child – I learnt about its history in school, and now that dream has come true.”
The sense of wonder has only grown during his stay in the city. Standing before the pyramids for the very first time, with Cairo unfolding before him, Chef Nobu describes the experience as something deeply emotional. “I have only been here for a few days, but I can already feel the energy,” he says.
Drawn to Egypt’s heritage, Matsuhisa sees the country as an endless stream of inspiration. “I love countries with a long history because there’s so much to learn; Egypt is one of those places,” he reflects. “There is so much construction. So much movement. I love being surrounded by that kind of energy.”
For the chef, whose philosophy has always been centred on creating memorable experiences, the launch of Nobu New Cairo marks the beginning of a meaningful relationship with the country. It’s an opportunity to share his culture while learning more about Egypt. “I respect every country’s traditions, and I love bringing different cultures, people and food together to create something as one,” he says.
His ethos has always been fundamentally the same. Perhaps that’s why every Nobu location – whether Dubai, London, or New York – feels just as familiar. The Nobu experience is what has made his restaurants one of the most admired dining destinations.
While the brand has become synonymous with refined Japanese cuisine, its true identity has always been built on warmth, quality, and connection: “I want people to come, enjoy eating and drinking, talk with friends and feel comfortable. Good food, good service and good energy – that is Nobu.”
That philosophy has also shaped the way the Nobu brand has grown into a global empire over the past three decades. Rather than chasing rapid expansion, the culinary veteran has always valued a calculated, measured approach. “My philosophy has always been simple: do everything step by step,” he says. “We never move too fast. We have reached this far because we take things one step at a time.”
And today, that philosophy extends far beyond the food-and-beverage concept. What began in 1994 as a single restaurant has since evolved into a hospitality brand spanning luxury living and branded residences. Transforming Nobu, the revered chef states that this transition feels entirely natural.
“We started with restaurants, then hotels, and now residences,” Matsuhisa explains. “Now, I want to introduce the Nobu lifestyle.”
The Middle East, and Egypt in particular, has naturally become a central part of Nobu’s vision. Following the success of its two restaurant openings in the country, the brand now lays the foundation for its first Nobu Residences in Egypt, developed in partnership with SODIC (Sixth of October Development and Investment Company).
Chef Nobu explains that his collaboration with the regional developer was never just about brand growth, but about finding a long-term partner who shares his values. “Partnerships are important because both sides must share the same philosophy,” he says. “It’s challenging to open new restaurants, let alone a new lifestyle concept. But having a good partner is already a massive source of support for me. That’s why this partnership feels perfect to me.”
While introducing the Nobu experience in Egypt remains at the heart of this regional expansion, the celebrated chef is equally eager to embrace the surrounding culture. Looking ahead, he hopes to continue drawing inspiration from the country, even hinting at incorporating local influences into future dishes.
“I would love to combine Egyptian food with the Nobu style and create something unique to Cairo,” he shares. “I’d like to introduce that to guests from all over the world.”
Despite having built one of hospitality’s most recognisable brands, Chef Nobu remains humble about the future, letting time define his legacy.
When asked what legacy he hopes to leave in Egypt, he simply says, “Maybe in ten years, maybe twenty – we’ll see the answer then.”
“I don’t know what the future holds,” he adds. “That’s why we will keep working with passion, never giving up and moving forward.”
