Nobu Hospitality Expands into Egypt with Hotels, Residences, and Restaurants

Nobu Hospitality, which was co-founded by Robert de Niro, chef Nobu Matsuhisa, and Meir Teper, is set to make its debut in Egypt through a collaboration with developer Sodic. The venture will introduce restaurants, hotels, and branded residences in three key areas: the North Coast, New Cairo, and West Cairo. This move comes after the successful launch of Nobu's first seasonal restaurant on the North Coast last year, drawing visitors from Egypt, Europe, the Gulf, and Russia. Historically a summer retreat, the North Coast is being transformed into a luxury year-round destination, bolstered by significant infrastructure developments. Ayman Amer, general manager of Sodic, highlighted that Nobu Residences will cater to both local and international buyers seeking premium branded living. Nobu CEO Trevor Horwell pointed out the brand's commitment to crafting experiences over mere transactions. De Niro remarked on the commoditization of luxury, stating that Nobu's goal is to provide something unique through a comprehensive range of hotels, residences, wellness amenities, and dining options, aiming to elevate Egypt's luxury tourism beyond its archaeological attractions and compete with Mediterranean and Gulf locales.