The famed chef Nobu Matsuhisa is in Hong Kong for his Nobu in Town Omakase experience from October 15 to 17. He tells David Ho about creating a globally recognised brand, what diners get wrong about sushi, and his most memorable meals
Nobu has become a name synonymous with great and Hollywood glamour. The chef and restaurants bearing his name boasts a steady string of celebrity clientele, starting with Robert De Niro in the 80s when he frequented the Matsuhisa restaurant in Los Angeles. The first Nobu restaurant opened in 1994 and a Nobu Hong Kong opened in 2006. It was closed for renovations in 2020 and reopened in November 2023 at the Regent Hong Kong hotel.
From October 15 to 17, 2025, the chef himself is in town to present his signature creations – an extraordinary progression of dishes blending Japanese refinement with global influences. This rare opportunity celebrates his return to Hong Kong, with an amazing meal set against the stunning backdrop of Victoria Harbour.
How did your partnership with Robert De Niro begin?
I opened my first restaurant, Matsuhisa, in Los Angeles in 1987. It was very small but it was my own, and I put everything into making it a success. We started to become a very popular restaurant with celebrities and one day Robert De Niro came to visit. I didn’t know who he was at first, but he asked me to have a drink with him after his meal.
He asked me if I wanted to open a restaurant with him in New York. He flew me out to Tribeca, where he had lots of development happening. At the time Matsuhisa was only a few years old and I felt that there was still a lot of work to do on my restaurant, so I said I wasn’t ready.
Bob kept coming back to Matsuhisa every time he was in LA. Four years later he called me and asked me again about opening a restaurant in New York. I was so surprised that he had waited and been so patient. Because of this I knew I could trust him and I agreed to open Nobu New York.
Why do you think Nobu has become a globally recognised brand?
Our expansion into hotels has played a major part in the brand staying relevant. It has allowed us to open in some of the most amazing cities around the world. In the restaurant, people are spending a few hours eating, drinking, in a beautiful surrounding with excellent service. In the hotel, there are more team members, more points of service, more time, and we need to be sure to take care of our guests every minute through check-in, housekeeping, room service. I enjoy bringing joy to our guests and making them smile. I think we have been successful because we make experiences for people that they remember for a long time after they leave.
How do you think the restaurant scene has changed over the last few years?
The restaurant scene has become much more diverse; there are many more choices now. Cooking is like fashion in that it reflects times, just like trends in clothing styles. And just as a fashion designer will introduce new materials and techniques to create new designs, chefs discover new ingredients and create new dishes, offering new value to their customers through food. People have been exposed to many different trends and are more open to try new things since then.
What are some of the mistakes you see diners make when they eat sushi?
In Japan, we never use too much soy sauce. When you eat sushi in Japan, never mix wasabi with soy sauce because the sushi already has wasabi between the fish and the rice. The sushi chef will often brush soy sauce onto the fish before serving it as well. And in Japan you eat sushi in one bite. This is the real way to enjoy it.
Do you think kitchen culture has changed a lot over the last few years?
Cooking is a lot like fashion with its trends. Trends might mean new equipment, new technology – things like that. But I don’t want to use too much technology. I prefer simple methods, using just a knife and a flame. Because of that the Nobu kitchen culture has never changed, but what does change depends on the chef. Our younger chefs will often bring in new ideas and try new things.
We’ve heard you don’t like the word fusion. What upsets you when people refer to your food as fusion?
Fusion is confusion. I prefer to say Nobu style, rather than fusion. Fusion food, for me, involves too much mixing and processing of the food. I prefer to keep things simple and let the ingredients work together and speak for themselves.
I was just cooking based on experience. My upbringing was in Japan, but I opened my first restaurant in Peru. This allowed me to experiment with Peruvian flavors and techniques. I found the ingredients and styles worked very well together. People’s palates are more advanced now, so it is easier for them to appreciate my food.
How do you design your menu?
All of our locations have the same signature dishes on their menus, such as Yellowtail Jalapeño, Sashimi Salad with Matsuhisa Dressing, Black Cod Miso and more. We call these Nobu Classic dishes. We also have Nobu Now dishes on our menus, which were developed later on and often in partnership with my chefs. These can include local specialties, unique to that restaurant, or more modern dishes that have become popular worldwide.
What’s a typical day for you these days? And what makes you happy?
I spend about ten months out of the year visiting my restaurants around the globe. I share my home between Los Angeles and Japan. When I am not traveling I am usually at my restaurant Matsuhisa in Los Angeles and Nobu in Tokyo spending time in the kitchen and meeting and greeting guests. I also love spending time with my wife, my children and my grandchildren. This brings me the most joy.
You’re at an age when many people would have retired long ago – what’s still driving you to travel ten months per year?
My biggest motivation has always been the sight of guests smiling faces. For me, I always say that walking into a restaurant and seeing all the guests smiling, and hearing the sound of laughter and good times, is the best feeling. When I see happy faces, I know we have done well. I also travel so often to continue to grow Nobu into a global lifestyle brand and pass on my philosophies and learnings to the next generation of our team. Although I have had successes throughout my career, I am always motivated by new goals and benchmarks.
If you could cook for one person that you haven’t cooked for yet, who would it be?
I would want to cook for my father if he was still alive. I’ve made sushi for my mother but my father passed away when I was still a child. If he was still here now it would be very special for me to cook for him.
Can you share the most memorable meal you’ve ever cooked and for whom?
My mother passed away a few years ago. In 1989, I invited her to visit my very first restaurant in Los Angeles and I was able to cook for her. I’ve cooked for a lot of celebrities and famous people, but this was the most special guest for me. This was the most memorable.
My most memorable celebrity experience was when I cooked for Princess Diana back in 1997. I was so excited to meet her, but when I introduced myself, she knew me already! I am always happy when guests enjoy my restaurants.
What’s your greatest achievement?
I have never been very focused on awards of prizes. For me, I always say that walking into a restaurant and seeing all the guests smiling, and hearing the sound of laughter and good times, is the best feeling. When I see happy faces, I know we have done well.
