{
  "id": 11101127,
  "title": "Robert De Niro could be doing anything — so why is he spending his eighties promoting Nobu?",
  "url": "https://urgent.news/2026/10/01/robert-de-niro-could-be-doing-anything-so-why-is-he-spending-his",
  "topic": "business",
  "section": "Business",
  "published": "2026-10-01T03:45:00.000Z",
  "source": {
    "name": "City AM",
    "slug": "city-am",
    "url": "https://www.cityam.com/robert-de-niro-movies-are-different-nobu-im-very-protective-of/"
  },
  "original_language": "en",
  "account": "Robert De Niro, the renowned actor, is spending his eighties promoting Nobu, a successful restaurant chain founded by chef Nobu Matsuhisa. Despite his vast wealth estimated at $500 million, De Niro is fiercely protective of his businesses and co-founded Nobu in the 1990s with Meir Teper and chef Nobu Matsuhisa. The three now own 80% of the global empire, which is estimated to be worth $1.3 billion across 19 hotels and 55 restaurants worldwide.\n\nDe Niro's involvement in Nobu's expansion is strategic. He serves as a \"vibe checker\" for the brand, evaluating potential locations to ensure they align with the Nobu experience. The actor's keen eye for destinations, coupled with his knowledge of the hospitality industry, has led to the successful opening of Nobu properties in various cities, including Egypt, Manchester, and London.\n\nDespite De Niro's age, he remains an intimidating presence, speaking in a gravelly tone and carefully considering each potential location before committing. His instinct for successful locations is evident in the long-standing success of the Nobu brand, with only five restaurants closing out of the 19 established over 30 years. De Niro's passion for Nobu stems from his appreciation for the unique fusion of Japanese-Peruvian cuisine, which he believes creates an unparalleled dining experience.",
  "summary": "Robert De Niro talks to City AM The Magazine about his enduring love for Nobu, and how aged 83, he is fiercely protective of his businesses In an intimidatingly futuristic building made almost entirely of glass, I pass through a marble-clad lobby, up a flight of stairs and into an expensive-looking hotel suite. Here a [...]",
  "key_points": [
    "Robert De Niro promotes Nobu at 80, despite $500M wealth",
    "Co-founded Nobu with Matsuhisa in 1990s, owns 80% of empire",
    "Evaluates locations for Nobu's global 19 hotels and 55 restaurants"
  ],
  "editors_take": "De Niro's enduring involvement with Nobu reflects his hands-on approach to his business ventures and his desire to leverage his expertise to maintain the brand's exclusive reputation.",
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}