Nobuya – the new menu
Nobuya Restaurant in Milan, known for its authentic Japanese touch, is excited to present its new menu, which combines uramaki, chirashi, traditional and innovative Japanese dishes, and offerings from Chef Nobuya Niimori. This establishment, which has quickly become a landmark in Milan’s dining scene, is a perfect example of authentic Japanese cuisine in Italy.
Nobuya is the restaurant named after Niimori Nobuya, a Japanese chef with great passion and an extraordinary vision born from a Tokyo upbringing and two decades in Italy.
His story has led him to and continues to lead him to, a crossroads between Japanese culinary culture and Italian cuisine, which he had explored back home while managing a restaurant. He worked at Madonnina del Pescatore with Moreno Cedroni and Don Carlos in Milan, before returning to his roots by meeting master Nobu Matsuhisa, first at Nobu Armani and then at the renowned Sushi B in Brera, where he became known to the people of Milano. Now, after several years of consulting, he is in his own venue, opened with Andrea Lin, who has always been in the fine dining sector. A charming place, just a few meters from Piazzale Cadorna: two rooms, each with about 20 seats; wooden tables featuring a stylized hemp symbol; design elements reminiscent of the houses of the Rising Sun, such as sliding door-like walls and tatami flooring. Wood and porphyry dominate: the design also aims to represent a fusion between Italy and Japan, in parallel with the dishes that are (almost) a remarkable balance.
Japan’s vibe is not only in the dishes and recipes offered but especially in the style and design of this new space. Nobuya aims to be welcoming yet essential, warm but unadorned, echoing the details and symbolism of the Far East. The keyword is harmony, just like in the art of shodo, Japanese brush and ink calligraphy, of which Nobuya is a master. The light tones and natural materials of the furnishings connect with the chef’s culinary vision—clean, light, and free of smudges and affectations.
It is a place characterized by elegance, intimacy, delicacy, and essentiality, mirroring Chef Niimori Nobuya’s cuisine. A cuisine that moves between two parallel worlds: Italy and Japan, two countries dear to Chef Nobuya where he has spent his entire life. The focus is on raw materials, always based on what is available on the market, and which are minimally processed here.
A tailor-made cuisine for every ingredient that arrives at peak freshness. Ancient techniques, fine cuts, skilled processing, and constant research.
Every day, Nobuya is ready to amaze with a personal recipe, whose essence lies in the highest quality of raw materials and an apparently minimal—yet technically superb—processing to highlight the flavours.
It is impossible not to notice the fish ageing chamber, with fish selected daily by Nobuya’s trusted fishermen and preserved using the dry ageing technique.
This ancient technique involves a method of dry ageing in which the food undergoes a long period of refrigeration under controlled humidity.
From local ingredients such as the shi drum, Mazara Red Prawn, eel, and Piedmontese beef, to raw materials imported directly from small artisanal producers in Japan, like the prized Hokkaido sea urchin or the fragrant Wadachi rice from the small village of Shitada: whatever the ingredient of the moment, guests can choose between sashimi or tataki, tempura or Japanese grill, and other variations.
Besides the daily menu for those who wish to fully trust Chef Nobuya’s creative flair, he offers two omakase tasting menus—an ancient Japanese ritual—one based on fish and meat, and the other entirely vegetarian, with 100% Italian seasonal vegetables.
The Nobuya menu represents a new concept of Japanese cuisine, starting from tradition to make it more modern and elegant, with a tailored approach to selecting ingredients (especially the Italian or homemade ones, like miso paste and other fermented preparations) and integrating them with oriental techniques. The menu is structured to highlight the best of both culinary cultures (such as long cooking, stews, frying, or the importance of broths) while also allowing space for daily variations based on seasonality and market availability.
For dinner, you can choose between ordering à la carte or opting for one of the two 8-course tasting menus, both omakase, “entrusted to the chef” (a signature at 130 euros and a vegetarian option at 110 euros). In any case, the courses are decided by the market, while the combination of the highest quality raw materials (such as Hokkaido scallops, shi drum, Mazara Red Prawn, eel, Piedmontese beef, and Wagyu) and seemingly minimal but technically superb processing remains constant to enhance the flavours: whatever the ingredient of the day, guests will be able to choose between sashimi or tataki, tempura, Japanese grill, and other preparation methods.
The restaurant also pays great attention to vegetables, which are always seasonal and sourced from innovative companies that practice vertical farming. Besides being present as ingredients in almost all dishes on the menu, vegetables are the focus of an entire tasting menu as well as at least one dish in each menu section: from rice paper rolls with vegetables and gomadare sauce to simple edamame as an appetizer, to seasonal vegetable chirashi served as a first course, to vegetarian uramaki and tofu and vegetable burger with a vegetable broth, ensuring no regret for the absence of animal protein.
The wine cellar is curated by the dining room manager and sommelier Emanuele Palladino, a master of sake, who has structured a wine list with around 700 labels from Italy, France, and Japan (from the most conventional to the most sought-after), including over 60 rice ferments to pair entirely with the chef’s omakase menu, or to use between tasting of wines to cleanse the palate and “reset” the senses, preparing them to discover new taste nuances. Also available is a selection of beers and a list of Japanese, Taiwanese, African, and Indian teas, designed to accompany the entire meal or to provide a pleasant conclusion with dessert, as an alternative to more classic spirits.
The goal remains the pursuit of harmony and the discovery of a new balance, which extends from the commitment to experimentation in the kitchen to the dining room, reflected in the charm of the furnishings, the understated elegance of the table setting, and the excellence of the service, ultimately reaching the customer who, thanks to the very idea of a “spontaneous menu” entrusted to the chef, is inevitably led to be guided through Nobuya. A place that aims to be much more than a restaurant. Rather, it is the temple of a new common language, whose signs are confidently traced by the chef on the endless white canvas represented by his continually evolving menus and in constant dialogue with two distinct cultures and the ongoing inspirations that may come from the next day and the small inspirations of every day.
Since its opening, Nobuya has been recognized by the prestigious Gambero Rosso guide as one of the best Japanese restaurants in Italy, a result achieved through the skilful fusion of Japanese and Italian culinary cultures. This success is the result not only of the food quality but also of an effective communication strategy. The restaurant has skillfully used Social Media Marketing to reach and engage a growing audience, sharing captivating photos and videos of its culinary creations and actively interacting with customers on social media.
The Nobuya team has decided to collaborate with our Social Media Marketing agency for the Restaurant and Food & Beverage sector to enhance their digital presence. This collaboration has allowed for the implementation of advanced social media management strategies, visual content creation, digital marketing, influencer marketing, and press office services. Thanks to these initiatives, the restaurant has built a strong brand identity and distinguished itself in the competitive dining industry.
“In essence, Nobuya delivers not only a top-tier culinary experience but also serves as a successful case study in food marketing and communication. Through the blend of gastronomic mastery and effective digital marketing strategies, Nobuya has established itself as a symbol of authentic Japanese cuisine in Milan.”