Nobu Danang defines living experiences through Kokoro-inspired touches

Recently at the Nobu Danang exhibition space in Hanoi, the event “A Touch of Kokoro – The Art from the Heart that Touches the Heart” presented high-end clients with a living experience framed by empathy rather than rigid standards.

Cause: Kokoro as a guiding philosophy

At the talk “The Japanese Way of Living and The Art of Caring at Nobu,” experts discussed the principles behind Nobu’s appeal in the global lifestyle market. Dr. Vu Ky, a specialist in Japanese culture and history, said that “Kokoro” functions as a compass for how Japanese people live and work. In service, he noted, the approach is not only to deliver tasks, but to convey dedication—naturally, sincerely, and from the inner heart.

Development: A hospitality experience built from multiple senses

The event described Nobu’s model as starting with connections formed at the dining table, where flavor is presented as the first language that leads to the heart. It also highlighted how the experience extends beyond a meal, evolving through deeper engagement with the brand.

According to the presentation, the journey continues as residents move from taste to sight, with immersion in refined architectural lines designed by star architects. It then adds comfort through living spaces characterized as “true quiet luxury,” supported by gentle harmonies in the environment.

To further define the space, the brand’s exclusive scent is described as guiding each step and creating a distinct spatial identity. Finally, the overall experience is said to be distilled into a moment of euphoria through services aligned with the Kokoro philosophy.

Data and brand footprint

The content traced Nobu’s development to a milestone in 2013, when Nobu Hospitality marked its first major step with Nobu Hotel Caesars Palace in Las Vegas, embedding Nobu’s spirit into a luxury lodging setting.

It also cited Nobu’s current global scale as an ecosystem of 81 restaurants, 44 hotels, and 16 apartment towers across continents, alongside more than 4 million “Nobu Enthusiasts,” including celebrities, politicians, and billionaires.

Impact: Who Nobu Danang is designed for

Forest Lam, Chief Commercial Officer of VCRE, emphasized that Nobu Danang is not built on flashy ostentation. Instead, it targets individuals who value depth and understated elegance, including successful entrepreneurs, creative professionals, and intellectuals seeking a living environment that reflects their thinking and human values.

The presentation described a closed, self-contained journey for guests: becoming a trusted friend of the brand, staying in Nobu hotels, and ultimately seeking a permanent living space within the ecosystem to access highly personalized privileges.

Analysis: Architecture and hospitality positioned as “Kokoro” in practice

At Nobu Danang, the content framed the experience as combining architecture and hospitality with sincerity and empathy, with the home positioned as a place for deeper connection—with oneself and with a global community.

Nobu Danang was presented as “beauty of architecture” by star architect David Malott, paired with hospitality described as sincere and empathetic, richly rooted in Kokoro.