NOBU Beijing is an American-style Japanese restaurant. The world's first NOBU restaurant opened in New York in 1994 and has become famous for its innovative Japanese cuisine and has become a favorite of local food lovers, including Hollywood stars and celebrities. NOBU currently has branches all over the world, including Beverly Hills and London and other branches that also enjoy Michelin star ratings, but NOBU's Michelin ratings only stay in Europe and the United States. As a result of NOBU's fame, its founder, Nobuyuki Matsuhisa, has become a globally influential chef, having been invited to serve as a gastronomic advisor for the world's most expensive cruise ship, Crystal Cruises, and has published five cookbooks. NOBU entered China in 2011 and opened its only branch in Beijing, located on the first floor of the JW Marriott Hotel near the China Central Place in Beijing. As a representative of the new style of Japanese cuisine, NOBU is naturally different from ordinary Japanese restaurants in terms of cuisine. For example, sashimi can be served with traditional dipping sauces and Mexican-style sauces, cooked in a European and American style, and desserts are not light puddings, ice cream, or fruits, but rich chocolates. In addition to retaining NOBU's unique European and American cuisine style, NOBU Beijing has also continuously improved its dishes to adapt to the tastes of Beijing diners, such as fried Daoting udon is specially created to cater to Beijingers' love of noodles, and there are also many spicy dishes. The interior design of NOBU Beijing is designed by the well-known American designer David Rockwell, with a dark red color as the main color, which is full of modernity. NOBU Beijing's restaurant covers an area of nearly 5,000 square meters, with private dining rooms and outdoor terraces. However, NOBU does not seem to be very pleasing after coming to China, and the high price and dishes that do not match the taste of Chinese people make not many diners who like NOBU very popular.