Nobu Matsuhisa reflects on the evolution of his career and the impact he has had on new generations of chefs. “When I was young, I had idols too. I dreamed of being where I am today,” he tells us. “Now, seeing chefs like Dani say they wanted to be like Nobu… that’s something that moves me. It reminds me why I keep doing this.”
On June 2nd, Puente Romano Marbella hosted the first edition of Culinary Icons, a six-hands dinner featuring three key figures in international fine dining: Nobu Matsuhisa, Dani García, and Izu Ani. In a culinary journey that connected Japan, the Mediterranean, and Andalusia through tuna as the common thread, two hundred guests gathered in La Plaza to witness a live showcase of their distinctive styles.
Beyond the gastronomic show, the event had a charitable purpose, donating all proceeds to the Spanish Cruz Roja, and reinforced Puente Romano’s position as one of Europe’s leading culinary luxury destinations. We took the opportunity to speak with Nobu about legacy, creativity, and hospitality at a particularly meaningful moment.
Nobu, who revolutionised Japanese cuisine in the 1990s, is not only one of the world’s most respected chefs, but also an emblem of modern hospitality. His presence in Marbella, through Nobu Hotel and his flagship restaurant, embodies that unique blend of Eastern precision, laid-back luxury, and business vision. In the chef’s own words, “My business has grown, but the most important thing is to keep passing my passion on to the younger generations. I don’t know what will happen in five or ten years, but what matters is to always give your best in the moment. The rest will come naturally.”
How did the event with Dani García and Izu come about?
Before the event, I was talking with Dani García and Izu. They’re both much younger than me. The first time I met Dani was maybe in 2012 — or even before that, I can’t really remember the exact year. It was at Madrid Fusión. He met me backstage. He told me yesterday how much that moment meant to him. I’m proud of that, because he was like, wow, Chef Nobu is here! He was really excited to meet me.
Now, he is a big name in Spanish cuisine. I’m glad if I’ve been even a small source of inspiration for him. Izu told me something similar, actually. I’m happy to still be working as a chef. When younger chefs look up to me, it motivates me to stay strong and keep going. That’s why I keep doing what I do.
Now, he is a big name in Spanish cuisine. I’m glad if I’ve been even a small source of inspiration for him. Izu told me something similar, actually. I’m happy to still be working as a chef. When younger chefs look up to me, it motivates me to stay strong and keep going. That’s why I keep doing what I do.
You’ve changed the hospitality industry. It must also have changed a lot since you started. How do you see the role of luxury in gastronomy today? What's your take on that?
For me, luxury is about quality, not price. I travel all over the world and observe different countries, cultures, and chefs. In these last ten months, I’ve visited many places, met many local chefs. And whether they’re Japanese, Spanish, French, or Italian, they’re always looking for the next step. Cooking, for me, is like fashion: it keeps evolving. Around the world, young chefs are always trying to innovate, trying to catch up with others and make their mark. Like Dani and Izu, they’re getting bigger and bigger.
It's not necessarily about using the most expensive ingredients. I always say that luxury is about quality, not price. When guests come looking for good food and good service, that’s luxury for them. For me, it’s about cooking from the heart. If the guest understands that and leaves happy, that’s what luxury is.
It's not necessarily about using the most expensive ingredients. I always say that luxury is about quality, not price. When guests come looking for good food and good service, that’s luxury for them. For me, it’s about cooking from the heart. If the guest understands that and leaves happy, that’s what luxury is.
It's hard work, right? Do you follow a different approach when designing the menus for each country? Is there a cultural aspect? Do you have different dishes in Spain than in L.A.?
Yes, each Nobu location has its own signature dishes. I like to use local products as much as possible. Of course, we also have staples: soy sauce, miso, seaweed, rice, vinegar. The base of the menu is consistent, the same DNA, the same flavour palette, but we adapt with local ingredients. I encourage the local chefs to create new dishes using what’s available. Then, I come and taste them, and we refine together: let’s do it this way, try it like that. So, in a way, each Nobu restaurant has freedom, but it still has to feel like Nobu. The Nobu flavour has to be there on every plate.
Yesterday, I was talking to the sushi chefs. Sushi is very simple: one piece is one dish. Everything has to be detailed. With experience, any chef can learn to make it the same. But I always advise young chefs to focus on detail. Cook from the heart, with passion.
Yesterday, I was talking to the sushi chefs. Sushi is very simple: one piece is one dish. Everything has to be detailed. With experience, any chef can learn to make it the same. But I always advise young chefs to focus on detail. Cook from the heart, with passion.
“I’m happy to still be working as a chef. When younger chefs look up to me, it motivates me to stay strong and keep going."
And what do you think makes your brand so recognisable around the world? What comes to people’s minds when they hear the name?
Happy. I also feel very happy when people recognise me. Even here they say, Chef Nobu!, and want to take pictures. But people choose Nobu because they love the food. I’m not a celebrity; I’m a chef. The guests come to eat. They want good food, good service. That’s what Nobu represents.
And it goes back to the team. Chefs who create delicious food, service staff who make people feel welcome. That’s what makes a Nobu experience. People talk about it with love, and that makes me proud. But in the beginning, I never expected this. I just focused on good food, good service. That’s still the core, and that’s why people love Nobu.
And it goes back to the team. Chefs who create delicious food, service staff who make people feel welcome. That’s what makes a Nobu experience. People talk about it with love, and that makes me proud. But in the beginning, I never expected this. I just focused on good food, good service. That’s still the core, and that’s why people love Nobu.
It must be overwhelming sometimes. Creating food is such a creative process, you have to constantly invent new dishes. But the business side can be really demanding. How do you balance creativity in gastronomy with the pressure of running a business?
I’m still not a businessman, I’m a chef! And that’s why it’s so important to have strong partners. Each partner takes care of their part. We also have a bigger corporate team; each person knows their job. I’m very lucky because I don’t have to worry about sales, numbers, or money. I just focus on making better food. And I think that’s why the brand keeps growing, because I stay focused on the food.
So it’s about having people around you that you can trust to do their job, so you can do yours, right?
Exactly.
And how do you work on projects like the one here in Marbella? You come and cook for a few days. How do you manage these kinds of events?
Don’t laugh, but honestly, my team sets everything up and tells me just a little before. It’s kind of a running joke, but I’m comfortable that way. I don’t take stress. I don’t want too much information in advance. Just tell me, ‘tomorrow you have this at 10:30h,’ and I go one step at a time. After this interview, I don’t even know what I’m doing next!
“I always say that luxury is about quality, not price. For me, it’s about cooking from the heart. If the guest understands that and leaves happy, that’s what luxury is.”
That’s good, it keeps your mind clear.
I’m very lucky. The team handles everything around my schedule. But they don’t touch my privacy.
You mentioned how your team takes care of so much. When did you first realise that Nobu was becoming something big? It all started with one restaurant.
Yes. We had great partners. Then the restaurant business grew, and now we also have hotels. Mr. De Niro had the Greenwich Hotel in New York. One day during a partner meeting, he said, ‘why are we opening Nobu restaurants in other people’s hotels? Why not open our own hotel?’ I thought that was a great idea.
We opened the first Nobu Hotel in Las Vegas over ten years ago, and it was a success. From there, we were invited to open in other cities like Ibiza or Marrakech. It’s been growing ever since. It all happens naturally. People approach us, and our team meets them, negotiates, and step by step, we build the next one. It’s all about teamwork.
Now we have over twenty hotels. At first, I was worried because running a hotel is different from a restaurant. But in the end, it’s the same spirit. In a restaurant, people come to eat, feel good, and return. In a hotel, they stay one or two nights, but it’s still about making guests happy.
We opened the first Nobu Hotel in Las Vegas over ten years ago, and it was a success. From there, we were invited to open in other cities like Ibiza or Marrakech. It’s been growing ever since. It all happens naturally. People approach us, and our team meets them, negotiates, and step by step, we build the next one. It’s all about teamwork.
Now we have over twenty hotels. At first, I was worried because running a hotel is different from a restaurant. But in the end, it’s the same spirit. In a restaurant, people come to eat, feel good, and return. In a hotel, they stay one or two nights, but it’s still about making guests happy.
So for you, the reason you started cooking, or opened your first restaurant, was simply to make people happy with your food?
Yes.
That simple.
Exactly. Of course, business has to make money. But for me, money comes second. The guest comes to the restaurant, they feel happy, they come back, they bring friends. We do the same routine every day. And when the restaurant is busy, money comes naturally. At the same time, the people who work with me are also happy. I like it when it’s a win-win-win. Everyone has to win.
“Each Nobu restaurant has freedom, but it still has to feel like Nobu. The Nobu flavour has to be there on every plate.”
What do you feel when chefs like Dani García, who admired you from a young age, are now working alongside you? How does it feel to be a reference for so many chefs around the world?
I'm very proud. When I was young, I had my idols too, people I looked up to. I wanted to be like them. I remember some artists and chefs in Japan that I admired so much. So I was also just a young man with a dream. I started walking my own path, and now I’m here. And now, there are young chefs who say, I want to be like Chef Nobu.
Just yesterday I was talking with Dani, and he told me that when he was young, he wanted to be like me. And now he’s successful. That makes me really happy because it means the dream continues through others. As a kid, I never imagined meeting so many people, having so many conversations like this, or building a successful business. And now people say, Chef Nobu, you are doing so well, and I feel grateful. That’s why I keep doing what I do. I want to share my passion with the younger generation. I still want to give, and I still try my best.
Just yesterday I was talking with Dani, and he told me that when he was young, he wanted to be like me. And now he’s successful. That makes me really happy because it means the dream continues through others. As a kid, I never imagined meeting so many people, having so many conversations like this, or building a successful business. And now people say, Chef Nobu, you are doing so well, and I feel grateful. That’s why I keep doing what I do. I want to share my passion with the younger generation. I still want to give, and I still try my best.
What do you think the future of Nobu looks like? Will it continue on the same path?
Like today, I just try my best in the moment. I don’t know what will happen in five or ten years, but we’ll keep doing our best and see where that takes us.
