Nobu Danang – A New Milestone for Boutique Real Estate Brand VCRE on Its Journey to Craft Inspired Living Spaces

Mr. Vo Thanh Lam, CEO of boutique real estate brand VCRE, shares with Robb Report Vietnam his vision and strategy for developing Nobu-inspired living spaces in one of Vietnam’s most vibrant destinations.

Hello! VCRE has recently hosted a successful launch event for Phase 2 of the Nobu Danang project, featuring an impressive concept titled “The Engagement Ceremony” between Nobu and the city of Danang, under the theme “Proudly Together.” The event marked a remarkable and widely recognized collaboration in the market. Could you share why VCRE chose Danang over Hanoi or Ho Chi Minh City, and why the Nobu brand was selected to partner in developing the project here? What is the synergy between Nobu and this vibrant destination?

When VCRE decided to expand into the luxury hospitality real estate sector in 2021, guided by a philosophy of crafting boutique and distinctive developments, the first question we asked ourselves was: What would be the ideal destination? Among a number of promising options such as Ha Long, Quy Nhon, Nha Trang, Phu Quoc, or Ho Tram, Danang quickly emerged as the most compelling choice in our long-term vision.

To be fair, Vietnam is blessed with magnificent natural landscapes and a wide range of renowned tourist destinations—not just Danang. And when it comes to economic hubs, people often think of Hanoi and Ho Chi Minh City. However, to find a destination that combines both natural appeal and economic vibrancy, it has to be Danang.

This city has recently gained widespread attention as the tourism capital of Vietnam, offering a rich blend of cultural heritage, entertainment, and serving as the economic center of Central Vietnam—and increasingly, the nation as a whole. However, VCRE’s decision to select Danang as the location for the first Nobu Residences project in Southeast Asia was not solely based on its current potential, but also on a long-term vision aligned with the city’s strategic development plans.

Over the next five years, Danang aims to become one of the leading socio-economic hubs of Vietnam and Southeast Asia, paving the way for a boom in luxury tourism. Additionally, the city’s push for free trade mechanisms is a crucial factor in attracting investment flows, creating a favorable environment for high-end brands like Nobu to enter and thrive. With these ambitions in mind, VCRE genuinely aspires to accompany the city on this transformative journey.

Danang – An Unmissable Destination in VCRE’s Journey of Crafting Iconic Luxury Retreats

The decision to partner with Nobu came about quite unexpectedly—from a suggestion by a member of our Board of Directors. To truly understand the brand, my colleagues at VCRE and I didn’t hesitate to fly to Singapore for a firsthand experience.

At the time, approaching Nobu was extremely challenging. They had not yet focused on expansion in Asia and had never set foot in Vietnam. Fortunately, through a special connection, we were able to obtain valuable contact information. When the Nobu team first visited Vietnam and surveyed the site at My Khe Beach in Danang, their COO exclaimed a line I’ll never forget: “Danang is stunning—it’s just like Miami!” Looking back at the map, I was struck by the uncanny resemblance—a rare harmony between a world-class brand and a city brimming with potential.

Personally, I’ve long nurtured the ambition of bringing something entirely new to Danang—a livable city with a global lifestyle. I didn’t want to follow the well-worn path, as many traditional hospitality brands have now become commonplace. Nobu, with its roots in culinary excellence and a growing presence in the lifestyle and hospitality space, perfectly aligns with the desires of modern travelers—those who seek not just a place to stay, but an elevated lifestyle and gastronomic experience. Our final decision to choose Nobu is, to me, the strongest testament to VCRE’s bold vision and pioneering spirit.

Mr. Vo Thanh Lam, CEO of boutique real estate brand VCRE

Nobu is a new brand in the Vietnamese market, and with its stringent standards in design, interiors, and service, what challenges did VCRE face during the development of Nobu Danang?

One of the biggest challenges was how to introduce and gain local acceptance for a brand as new and unique as Nobu. VCRE approached this with a well-crafted and inspiring brand communication strategy. A prime example was inviting Nobu’s legendary founders—Chef Nobu Matsuhisa, superstar Robert De Niro, and entrepreneur Meir Teper—to Vietnam. And today, we’ve successfully brought to the market a fresh brand, a distinctive narrative, and a one-of-a-kind experience.

Another significant challenge was finding an interior design style that would both align with Nobu’s global lifestyle identity and thoughtfully incorporate local cultural elements.

After extensive collaboration with Blink—the world-renowned interior design firm behind many iconic resorts—we discovered Japandi (Japanese–Scandinavian) as the ideal design language. Unlike traditional Japanese interiors, Japandi is a refined fusion of Japanese and Scandinavian aesthetics, creating a minimalist and serene space. It bridges wabi-sabi, the Japanese philosophy of finding beauty in imperfection, with hygge, the Scandinavian concept of finding joy in life’s simplest moments.

At the same time, we were intentional about weaving in delicate touches of local craft, such as rattan and bamboo details, to reflect the spirit of the destination.

And yet, interior design is just one chapter in the long and meaningful journey that VCRE is embarking on with Nobu Danang.

Beyond architectural and service standards, how has Nobu’s “Kokoro” philosophy—centered on heartfelt dedication and guest experience—been integrated into the development and operation of Nobu Danang to ensure a truly unique and authentic experience for both guests and residents?

At first glance, the Kokoro philosophy may sound abstract. But once you personally experience Nobu’s restaurants, hotels, and residences, the difference becomes unmistakable. The core value of Nobu lies in “delivering the best”—through cuisine, living spaces, and service infused with sincerity and wholeheartedness.

Take Nobu restaurants as an example. Their signature style includes dishes typically served in portions of 6, 8, or 10 pieces—perfect for group dining in the Asian style around a round table. This presentation fosters a sense of joy, encouraging sharing, connection, and meaningful conversations. For Nobu, the ultimate goal of Kokoro is customer satisfaction and emotional fulfillment in every interaction.

Another key aspect of Kokoro is localization. When entering a new destination, Nobu’s chefs often visit local markets to understand and absorb the region’s culinary culture. At Nobu Danang, while adhering to Nobu’s global standards, Chef Nobu himself will curate a unique menu that fuses Nobu’s signature cuisine with the finest flavors of Vietnam. This promises an authentic, emotionally resonant, and one-of-a-kind dining journey for both residents and visitors.

Vietnam’s branded real estate market is becoming increasingly dynamic with the entry of many international names. What differentiates Nobu Danang from the competition and makes it stand out in this landscape?

While many international brands are entering Vietnam’s branded real estate market, not all of them have the capability to execute a truly branded project—especially in the luxury resort segment. Nobu Danang confidently sets itself apart from hundreds of premium real estate developments across the country.

With this project, VCRE not only successfully convinced the Danang government to grant us a prime beachfront heritage location directly facing My Khe Beach—right next to the emerging financial hub—but also met the rigorous standards of an elite global hospitality brand known for serving celebrities, politicians, and billionaires. With strong financial backing and proven development capabilities, VCRE has proudly introduced the very first Nobu-branded residence in Asia—an achievement that elevates Vietnamese real estate on the global map.

While many 6-star resorts boast luxurious interiors and similar levels of service, I believe Nobu’s true distinction lies in two core elements: world-class cuisine and the Kokoro spirit of hospitality. When enjoying breakfast at a Nobu restaurant, you’ll immediately feel the difference—Nobu is globally renowned for its culinary excellence. There are even occasions where Chef Nobu himself prepares private dinners for residents on special occasions such as birthdays. With only 264 residences at Nobu Danang, this becomes an extraordinary privilege for owners—a level of personalized, elevated culinary experience that few, if any, branded real estate developments can offer.

Who is the target clientele of Nobu Danang? Could you outline the profile of the ideal resident in terms of lifestyle, aesthetics, and expectations from a branded real estate product under the Nobu name?

We have a clear understanding of our target clientele. Nobu Danang is not only for the ultra-wealthy or individuals with high and ultra-high net worth (HNWIs and UHNWIs). More importantly, it is designed for the élite—successful individuals across various industries, global citizens who share a refined artistic taste, an eye for aesthetics, and a well-defined lifestyle that is both low-key and liberated; quietly luxurious yet highly sophisticated.

These individuals are seasoned travelers who have experienced the best the world has to offer. They are free to choose where to live and invest their time—but I believe Danang and Nobu Danang possess all the qualities they seek, making it a truly worthy and compelling destination.

Nobu Danang is expected to become a new icon in Vietnam’s branded real estate segment. How do you view the development potential of this market in Vietnam overall, and in emerging destinations like Danang in particular, within the current landscape?

In my opinion, branded residences represent an inevitable trend, as they meet the growing demand among the affluent for a luxurious, refined lifestyle that also delivers sustainable added value.

Today’s high-end real estate buyers are increasingly drawn to personalized services, wellness elements, connections to nature, and sustainable materials. The “second home” concept is gradually evolving into the “lifestyle home,” where buyers are no longer simply looking for a vacation property but for immersive living experiences curated by iconic luxury brands. This is where non-hotelier brands like Nobu—ranked among the top 25 global lifestyle luxury brands in 2024—find their opportunity. I believe the market will see a growing influx of non-hotelier branded residences, as major brands with strong fanbases are naturally drawn to expand their presence in this space.

Vietnam is also benefiting from the influx of international brands, a growing middle class, and increasing demand for high-end living, creating fertile ground for the branded real estate sector. Danang, in particular, stands out as a “land of opportunity” for ultra-high-net-worth investors (HNWIs/UHNWIs), with strong potential in luxury tourism and premium real estate prices still relatively competitive compared to other global cities.

The arrival of Nobu in Danang not only affirms the city’s place on the global luxury tourism map but also marks the beginning of a promising new chapter for Vietnam’s branded real estate market—where emotional value, lifestyle, and experiential excellence are prioritized.

Nobu Danang is more than just a luxury hospitality project—it is also part of Danang’s strategy to elevate its high-end tourism offering. In your view, how will Nobu Danang contribute to enhancing the city’s positioning and attract more international investors and visitors?

To me, Nobu Danang is not merely a luxury resort project—it plays a pivotal role in the broader vision of enhancing Danang’s positioning in the high-end tourism sector. The presence of a prestigious global brand like Nobu brings tremendous value to the city.

First, Nobu Danang provides a powerful boost in terms of image and brand recognition for Danang. When a globally renowned name—celebrated for its sophistication and unique guest experiences—selects Danang as its first destination in Vietnam, it immediately elevates the city’s status on the world tourism stage. It sends a clear message that Danang is not only ready, but worthy of hosting the most exclusive brands in the world.

Second, we expect Nobu to attract a new, high-caliber segment of visitors to Danang. These are individuals with refined tastes who are willing to pay for distinctive, personalized experiences. They come not only to relax but to immerse themselves in a lifestyle—complete with world-class cuisine, culture, and artistry. Nobu’s presence will help bring in a wave of elite international travelers, diversifying and elevating the overall visitor profile of the city.

Lastly, Nobu Danang will set a new benchmark for Vietnam’s hospitality and branded real estate industries. We’re not only delivering a remarkable architectural project, but also bringing Nobu’s operational philosophy, service standards, and culinary identity. This will inspire other investors to raise their standards, creating a healthy and sustainable competitive environment. Ultimately, we believe this will help establish Danang as a leading destination for luxury tourism in the region and globally.

Looking ahead, does VCRE have plans to further expand and solidify its position in the branded real estate segment in Vietnam, particularly through partnerships with world-class international brands like Nobu? Could you share VCRE’s long-term vision for this market?

In the near term, beyond Nobu Danang, VCRE is planning to develop Nobu Saigon and another luxury resort project in Phu Quoc. Of course, we are continuously researching and learning in order to create inspiring living environments for future generations in Vietnam.

Our vision is to contribute to a new era of elevated, emotionally resonant, and globally connected living experiences—where branded real estate is not just about prestige, but about lifestyle, artistry, and authenticity.