Born in Saitama, Japan, the chef whose single name would be recognized around the world for his mastery of Japanese cooking as well as for his entrepreneurial acumen, Nobuyuki Matsuhisa was 7 when he first entered a sushi restaurant, accompanied by his brother. Sushi at the time was expensive and out of reach for many Japanese, and young Nobu was immediately intrigued, vowing then and there to dedicate his life to food.
After his high school graduation, he accepted a job at a Tokyo sushi restaurant, Matsue, where for three years he did nothing but wash dishes, clear tables, and clean floors. When he finally was promoted to sushi chef, his cuisine attracted a dedicated following, including a Peruvian of Japanese descent, who convinced him to move to Lima to open his own restaurant.
It was there that Nobu began to create his signature style, as he blended Peruvian touches into his menus. His subsequent moves—to Buenos Aires, Anchorage, and a return to Japan—were not successful. It was not until he moved to Los Angeles that he found his footing. Taking a job at a sushi bar, he worked to pay off his debts and to earn enough money to open another restaurant. Matsuhisa in Beverly Hills made its debut in 1987, and the legend began.
With his wife as his only business partner, Matsuhisa began slowly, counting on word of mouth to draw customers. Its Hollywood-adjacent location drew celebrities, including Robert De Niro, who began a long campaign to lure Nobu to New York as his business partner. The opening of Nobu in Manhattan’s Tribeca neighborhood in 1994 (along with producer Meir Teper and restaurateur Drew Nieporent) triggered a veritable explosion of restaurants throughout the world, now numbering 39 across five continents. Nobu cuisine, once limited to a small shop in Los Angeles, could now be enjoyed in Moscow, Kuala Lumpur, and Cape Town, to name a few.
His accolades and awards are nearly too many to count. The opening of Nobu Hotel at Caesars Palace in Las Vegas in 2013 began a new chapter in the chef’s legacy, a translation of the brand into luxury hotels. Asked about his decision to add hotelier to his résumé, Nobu says simply, “Robert De Niro suggested we expand our brand.”
Now 66, Nobu has defined the term “celebrity chef,” with an instantly recognizable name and brand and an impressive portfolio of achievements. He remains, however, modest and self-effacing in his assessment of his work and success. “Hard work, teamwork, and dedication” are the secrets of his success, he says. As for his future plans for Nobu Hospitality, he responds with marked simplicity: “Good food, good service, and enhancing quality.”
