The essence of omakase through a Vietnamese lens: Noriboi is more than just an imitation

Tatler Asia

2 days ago

Above Noriboi's vision is to bring this culinary art closer to Vietnamese diners while inviting international guests to discover an omakase experience unique to Vietnam
Above Noriboi's vision is to bring this culinary art closer to Vietnamese diners while inviting international guests to discover an omakase experience unique to Vietnam
Pursuing a quintessential Japanese style, Noriboi chose a 'purely Vietnamese' direction. What difficulties and challenges has this brought to the brand?
When Noriboi committed to a 'strongly Vietnamese' direction, several challenges arose. Maintaining the spirit and sophistication of traditional Japanese omakase while asserting a clear Vietnamese identity required delicate balance. The aim was to avoid confusion with generic fusion concepts that risk diluting the integrity of omakase, while establishing a recognisable style that would prompt diners to say: 'This is Noriboi-style omakase.'
For those familiar with the rigid standards of Japanese omakase, the use of Vietnamese ingredients raised questions. Noriboi had to guide its audience in understanding that omakase is not about imitation but interpretation, and that it could carry a new cultural voice. Building this acceptance required time, patience and an unwavering commitment from the team.
There was also a high bar set for local chefs in both skill and service ethos. Rather than replicating Japanese recipes, they had to carry out deep research to find harmony between Vietnamese flavour profiles and the omakase structure. While Japanese seafood remained a staple, chefs were challenged to create their own marinades and sauces, a process that called for risk-taking and repeated experimentation before striking the right chord.
Having shaped a distinctive 'omakase with a Vietnamese touch' identity, Noriboi now faces the task of staying consistent in delivery, growing in scale without compromising quality, and preserving the character that defines the brand. Though the path is unconventional, Noriboi believes that it is precisely this difference that will help the brand stand out, influence trends, and position Vietnamese cuisine on the global map.
What is the biggest difference that gives Noriboi the confidence to attract diners, even though omakase is not an art form 'in the blood' of the team?
The fact that omakase is not instinctive or inherited within the Noriboi team is, paradoxically, one of its greatest strengths. Without being confined by tradition, the team is free to explore, blending Japanese refinement with a Vietnamese soul to create something wholly original. This spirit of innovation enables Noriboi to offer a personalised take on omakase, rooted not only in technique but in storytelling.
Noriboi's vision is to bring this culinary art closer to Vietnamese diners while inviting international guests to discover an omakase experience unique to Vietnam. It retains the elegance and precision associated with Japanese service, but is imbued with Vietnamese warmth and hospitality, a meeting point of cultures crafted with intent.
Above Vietnamese chefs at Noriboi work closely under the guidance of senior Japanese experts, refining both technical mastery and a deep sensitivity to Vietnamese flavours
Omakase is the art of trust. At Noriboi, how is that trust built and conveyed?
At Noriboi, the art of omakase is upheld through the commitment and passion of the entire team. It begins with the ingredients, all sourced exclusively from Japan. Premium fish such as otoro and chutoro (fatty tuna), Hokkaido scallops, and snow crab are carefully chosen from renowned markets like Toyosu. Rare sea urchins (uni) are secured through elite auctions accessible only to select chefs and top-tier establishments, including the rich Bafun Uni, the delicate Murasaki Uni, and most notably, the striking orange-red Aka Uni prized for its seasonal rarity.
Trust is also expressed through the immersive design of the space, built from elemental materials such as stone, wood and water. Every surface plays with light and shadow, mirroring the Chef's attention to each ingredient and its natural beauty. The open omakase counter invites diners to observe the process up close, to hear flowing water, see it ripple across glass, smell hints of sea salt in the air, touch its cool presence, and taste the unadulterated flavour of the sea in each cut of fish.
Then, there is the encounter with the chef. Vietnamese chefs at Noriboi work closely under the guidance of senior Japanese experts, refining both technical mastery and a deep sensitivity to Vietnamese flavours. Every dish is crafted with care, its origins shared in stories that invite diners into the journey of emotion, craft and connection. In this, trust flows effortlessly, allowing guests to let go and simply enjoy.
How will that art of trust be maintained as Noriboi makes changes toward sustainability that could impact customer taste?
As Noriboi embraces sustainability, the culinary team places transparency and innovation at the heart of its approach, essential to maintaining trust. While continuing to uphold omakase's refined standards, the team actively explores local sources for exceptional Vietnamese seafood and produce. Meticulous technique ensures that even with alternative ingredients, every slice is still precise, and the harmony between sushi rice and topping remains intact.
Equally important is honest dialogue. Noriboi fosters an environment where diners feel welcome to engage and to ask questions about sustainability and understand the values behind each decision. Through this openness, the restaurant not only retains its loyal guests but also inspires a shared commitment to a more responsible way of dining.
Above At Noriboi, sustainability is more than a checklist, it is a shared philosophy
Above Noriboi champions seasonality, ensuring ingredients are used at their freshest
In addition to using sustainable ingredients and eco-friendly practices in the kitchen, how else does Noriboi tell its sustainability story?
Noriboi champions seasonality, ensuring ingredients are used at their freshest while easing strain on ecosystems, lowering emissions, and respecting natural rhythms. Food waste is minimised wherever possible – fish bones and seafood shells become the base of a rich dashi broth; surplus vegetables are repurposed into inventive side dishes or used to craft welcome mocktails. The restaurant's interiors also embody this ethos, favouring natural materials and an energy-conscious layout.
At Noriboi, sustainability is a shared philosophy. Every team member is trained to understand and practise responsible cuisine, from the way ingredients are sourced and handled to the way they are introduced to guests. Chefs learn to assess provenance, prioritising seasonal produce to prevent overharvesting. The restaurant also partners with local suppliers, reinforcing ties to the community while keeping its carbon footprint low.
Ultimately, Noriboi hopes to make a greater impact on the development of the F&B industry in Vietnam by proactively collaborating with farmers, fishermen and local suppliers to promote sustainable production, bring Vietnamese agricultural products into the high-end value chain, create more job opportunities and contribute to economic development.
Starting from water (life) to sustainable activities (life extension), what innovative plans does Noriboi have to continue to affirm its pioneering position in the art of omakase in the future?
Water is the source of life. Every drop adds to the vastness of the ocean. Noriboi hopes each of its efforts will do the same, not only adding value to the F&B industry, but also contributing to the sustainable growth of Vietnam's economy.
To realise this, Noriboi is committed to using clean water that meets international standards, applying advanced filtration systems to reduce environmental impact. The brand works closely with domestic producers and farms to ensure premium raw materials while easing reliance on imports. It creates job opportunities and nurtures talent in the culinary field, invests in technology to streamline operations and enhance the guest experience, and is building a restaurant model that marries luxury with sustainability, aspiring to elevate Vietnamese cuisine onto the global culinary stage.
Above The omakase of Noriboi's future will be a finely crafted, intimate experience
If we compare Noriboi's future to an omakase work of art, what 'ingredients' will make up that future?
The omakase of Noriboi's future will be more than an exquisite meal. It will be a finely crafted, intimate experience. The 'ingredients' of that future must be chosen with the same discernment as an omakase chef selects each cut of fish, every lustrous grain of rice, each touch of wasabi to create harmony on the plate.
First comes the people, the team. They are the essence of each guest encounter, shaping every visit into a true 'Ichi-go Ichi-e' moment, unique and unrepeatable. At Noriboi, the human element is the soul of the brand. The goal is to foster a team that not only excels in skill but radiates passion and unity, where each person can thrive. Every exchange, whether with guests, partners or peers, becomes an opportunity to create lasting value.
Next is quality and a relentless pursuit of excellence. In omakase, a simple piece of sushi is transformed by the hand of the artisan. The same philosophy applies to Noriboi's journey ahead. Every dish, service and encounter must reflect attention to detail, responsibility and deep care for the guest. The standard is self-imposed, constantly raised, with no room for complacency.
Then comes creativity and a commitment to continual reinvention. From how the brand engages with the market to the way it champions Vietnamese produce, builds its identity, or runs its daily operations: innovation is key.
Customer experience follows. At Noriboi, hospitality means understanding guests more deeply than they may understand themselves. In doing so, the restaurant crafts experiences that feel both personal and elevated, an emotional journey to remember.
Another vital ingredient is identity. Rather than follow trends, Noriboi stays true to its strength. It focuses on what it does best, maintaining its core values even as the market evolves. There's no need to shout. The quality and story speak with quiet confidence.
Lastly, there is the spirit of sustainability, deeply rooted in Noriboi's long-term vision. Financially, environmentally and in human capital, the brand is committed to growth that endures. From chefs making use of every part of an ingredient to thoughtful expansion rooted in purpose, Noriboi seeks not only to thrive, but to contribute meaningfully to the wider community, the country and the evolving landscape of Vietnam's culinary scene.