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AWC Plans to Open Nobu Restaurant on Rooftop.

AWC Plans to Open Nobu Restaurant on Rooftop.

Asset World Corp (AWC), a company listed on the Stock Exchange of Thailand, is relying on affluent customers to bolster its restaurant ventures in Thailand following its investment of over 600 million baht in launching the rooftop Nobu Bangkok.

Wallapa Traisorat, the CEO and president of AWC, mentioned that the company’s various businesses, particularly hotels, have seen significant gains from well-to-do tourists who have visited Thailand in the first six months of the year.

In collaboration with Nobu Hospitality, AWC is set to unveil Nobu Bangkok atop Empire Tower in September, presenting it as a lifestyle hub for various purposes.

Mrs. Wallapa highlighted that Empire Tower could see up to 20,000 visitors daily, including many executives seeking venues to socialize with business associates and friends.

She explained that AWC intends to draw in customers through the loyalty programs of partner hotel chains, which boast a total of approximately 600 million members.

Notably, the average room rates of the company’s hotels have nearly doubled since 2019, and occupancy rates have surged, according to Mrs. Wallapa.

The F&B revenue in Bangkok has also climbed by 30% post-pandemic, indicative of a growing trend in the meetings, incentives, conventions, and exhibitions industry, as people are eager to reconnect, she added.

Nobu Hospitality, co-founded in 1994 by Chef Nobu Matsuhisa, renowned Hollywood actor Robert De Niro, and producer Meir Teper, operates 54 restaurants and 41 hotels worldwide.

Chef Matsuhisa mentioned that Nobu has a presence in key Asian cities like Tokyo, Singapore, Manila, and Kuala Lumpur, emphasizing the opportune moment to establish a footprint in Bangkok with AWC due to the city’s promising prospects.

AWC is also working on developing two Nobu hotels, namely the Plaza Athenee Nobu Hotel and Spa Bangkok at the East Asiatic Company Heritage Building near the Chao Phraya River, and the Plaza Athenee Nobu Hotel and Spa in New York, both of which are still in the design phase.

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