The brand, which specialises in luxury hotel and restaurant experiences, is venturing into the Balkans with the Nobu Hotel and Restaurant Sofia and the Nobu Hotel and Restaurant Varna.

Located in the heart of Sofia, the first establishment will be housed in the historic Bankers Building, while the second will be located on the Varna waterfront, offering a luxury experience on the Black Sea.

The initiative has the support of major players in the sector, including Ivaylo Lefterov, Deloitte, Penkov, Markov & Partners and Paul Hastings, who are helping to ensure the success of these ambitious projects.

This expansion responds to a growing trend in consumer demand for personalised, environmentally-friendly experiences. Nobu Hospitality aims to influence the expectations of the premium tourism market and strengthen its presence in the industry through these strategic partnerships.

Founded in 1994 by Nobu Matsuhisa, Robert De Niro and Meir Teper, Nobu Hospitality opened its first hotel in 2013 in Las Vegas, according to its LinkedIn profile. Since then, the brand's portfolio has grown to include 38 hotels and 12 residential projects around the world.