Interview with Nobu san
The Art of Omotenashi
Nobu Matsuhisa
Omotenashi
You have built a global culinary empire. What was your original vision when you started Nobu?
My vision was simple: to create a space where people could enjoy exceptional food, thoughtful service, and a warm, elegant atmosphere. With Matsuhisa, I found my own voice. But Nobu, with Robert De Niro, Drew Nieporent and Meir Teper, became something greater than I ever imagined. It grew not just in size, but in soul.
What does omotenashi, Japanese hospitality, mean to you?
Omotenashi is at the heart of everything we do. It is about anticipating the needs of others, without expecting anything in return. In each Nobu Restaurant, everyone, from the kitchen to the front of house, shares this same intention: to make every guest feel seen, cared for, and welcomed as if they are in our home.
Your cuisine blends Japanese and Peruvian influences. How did this distinctive style come about?
It all began with experience. I was born and raised in Japan, but when I moved to Peru to open my first restaurant, I was introduced to a whole new world of flavours. Japanese technique met Peruvian ingredients and the harmony was instant. It wasn’t planned. It just felt natural.
What does it mean for you to open in Amsterdam?
Amsterdam has a unique energy – artistic, layered, open. Bringing Nobu here is not just about opening a new location; it’s about listening to the rhythm of the city, meeting its people, and discovering what Nobu Amsterdam is meant to become. We bring our DNA, but each city gives Nobu its own expression.
You have worked with Robert De Niro for many years. How did that relationship 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 even know who he was. He asked me to have a drink with him and then asked me to open a restaurant with him in New York. At the time, I felt I wasn’t ready. But he kept returning, always patient, always supportive. Four years later, I said yes. Trust is the foundation of our partnership and that spirit continues in everything we build together.
How do you maintain quality and consistency across so many restaurants worldwide?
Nobu is not only me – it’s the team. Many have been with me for decades. I trained them personally, and now they teach the next generation. I travel constantly, visiting our restaurants around the world, working side by side with the chefs. We are hands-on. That’s how we keep the Nobu spirit alive – in Tokyo, in Malibu, and soon in Amsterdam.
Which ingredients or dishes are essential to Nobu?
Quality rice and fresh fish are fundamental. But our Black Cod with Miso, that’s become the signature. It started as something small, but it travelled the world. People love it. Even when others try to copy it, I smile. Because ours has heart. You can taste that.
The culinary world is always evolving. How do you keep innovating?
Cooking is like fashion, trends come and go. But I believe in simplicity. The basics remain strong. Our younger chefs often bring in new techniques and ideas, and I encourage that. “I’m always learning, always adapting.” But the foundation stays the same.
What is your favourite place in the world?
“My home in Hakone, Japan – it’s peaceful, surrounded by hot springs and nature.” After so much travel, that’s where I feel most like myself.
