Dubtrade LLC brings contemporary Trans-Asian cuisine to UAE

The first such concept of its kind in the region, Noshi Noshi has been conceived as an eclectic, contemporary, trans-Asian culinary experience, and has been indigenously developed by Dubtrade, in association with leading Singapore-based hospitality consultants - Focus.

Conveniently located at La Plage, opposite Jumeirah Beach Park, the chic restaurant offers a wide spread of culinary delights from countries such as China, Japan, Indonesia, Malaysia, Singapore, Thailand and Vietnam.

The restaurant was inaugurated by Mr Ismail Akil Abbasi, Chief Executive Officer of Dubtrade along with Representatives from various Asian countries, including Mr S Zainul Aljunied, General Manager, Singapore Airlines, Mr Tuan Ibrahim Tengku Abdullah, General Manager, Malaysian Airlines, Mr Syed Muhadzir Jamallulil, Director, Malaysia Tourism Promotion Board. The event was well attended by several other dignitaries and VIPs.

Commenting on the occasion, Mr Abbasi, CEO, Dubtrade, which is also the licensed master-franchisee of Coffee Bean & Tea Leaf (CBTL) for Middle East and the UAE said that the launch of Noshi Noshi is in line with the company's aim to bring indigenous food concepts to the doorsteps of customers in the UAE.

Said Mr Abbasi, "The past few years has seen an explosion in the popularity of Asian cuisine across the world mainly because it is light and flavourful yet extremely exquisite. In Dubai too there is a huge demand for authentic Asian cuisine fuelled by the cosmopolitan nature of the city, with its large population of tourists and expatriates."

"Starting with the launch of the first Noshi Noshi outlet in Dubai we intend taking this concept to other Gulf countries, as well as to select European destinations within the next two-three years," said Mr. Abbassi, adding that "we have already received tentative franchise enquiries from these markets and are therefore realistically upbeat about the potential of this brand in the global arena."

Covering a wide variety of Asian specialities, from Japanese Ramen, Vietnamese paper rolls, Thai salads, Indonesian curries, Malaysian Mee Goreng, to Singaporean laksa and satay, Noshi Noshi, offers an eclectic spread of Asian dishes with hallmark aromatic spices and flavouring, all under one roof.

"With a menu that boasts a wide choice some of the most popular dishes in Asian cuisine, coupled with our commitment to bring the best quality ingredients we believe that our customers will certainly be spoilt for choice. Noshi Noshi aims to establish itself as the frontrunner in the contemporary Asian cuisine culinary space in the region," he added.

The culinary experts of the restaurant have been selected from various Asian countries and have been trained by Focus at their training facility in Singapore.

"In order to meet with the high levels of service that our customers seek and to continuously offer an innovative line-up of Asian dishes, we have ensured that we have on board only the very best in the culinary field. The young and enthusiastic food and beverage team has undergone extensive training and is steered by the Executive Chef from Singapore who has several years of experience in diverse Asian markets," he added.

Noshi Noshi features authentic Asian dishes including both vegetarian and non vegetarian specialities and mouth-watering seafood selections that are prepared from a theatrically lit interactive kitchen in a relaxed setting. The popular dishes on the menu include Tahu Goreng, Tom Kha Gai and Beef Hor Fun, and feature mouth watering deserts namely Bubur Kacang Hijau, Goreng Pisang and To Fu Fa.

"The dishes are based on recipes from the old days which have been fine-tuned to suit the local tastes. A distinct feature of Asian cuisine which also reflects in Noshi Noshi is a strong emphasis on beverages, whether it is warm and soul stirring like Lotus Root tea or a cool refresher like Chin Chow"

"The vibrant and fresh interiors blend well with the overall theme of the restaurant. A unique combination of contemporary design elements, subtle Asian features, use of natural materials creates a relaxed environment to make guests feel at complete ease. Our guests will be made to feel special with the touch of true Asian hospitality and friendly services," he concluded.