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Watch: Why the Rich and Famous Flock to Restaurant Chain Nobu

The chef at the celebrity-obsessed chain pioneered the concept of American sushi

The reason why you see yellowtail paired with little slices of jalapeno on modern sushi menus is all thanks to Nobu. If you haven’t already heard of it, Nobu is a global chain of restaurants with nearly 40 locations around the world including London, Ibiza, the Bahamas, and Mexico City. Its chef is Nobu Matsuhisa, who transformed sushi into a global cuisine and shaped the concept of American sushi as we know it.

Matsuhisa is also behind dishes like fried rock shrimp with spicy mayo and miso-marinated black cod, and generally, he’s the fixture responsible for Nobu’s luxe omakase offerings. Still, however fancy and pricey, Nobu is definitely a chain.

“Over the course of a two-week period I ate at Nobu in Hawai‘i, Nobu in London, Nobu in New York, and Nobu in Los Angeles,” said Andrew Zimmern on the Eater Upsell in 2016. “They’re exactly the same.” That’s the brilliance of Nobu.

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