Dubai, UAE – In a landmark move set to redefine the future of one of the world’s most acclaimed contemporary Japanese dining brands, Jaime Castañeda, CEO of Ninety Nine SB Investment L.L.C., has announced a strategic merger with Grupo Bambú Restauración S.L. Completed on 20 November 2025, the transaction unifies all operations under a single global entity with its headquarters established in Abu Dhabi, UAE.
Since its founding in Spain in 2005 by brothers Pedro and Fernando de León under the parent company Grupo Bambú, 99 Sushi Bar & Restaurant has grown from a small, family-driven vision into an internationally celebrated, award-winning contemporary Japanese dining brand. Over the years, the concept expanded across Europe and the Middle East, including a pivotal move to Abu Dhabi, where it cemented its international reputation. Under Castañeda’s leadership, 99 Sushi has expanded to Abu Dhabi, Dubai, Rabat, and Monaco, with each venue reflecting the brand’s commitment to elevated Japanese gastronomy. Today, 99 Sushi Bar & Restaurant embarks on a transformative new chapter, unifying operations under global leadership as it prepares for its next phase of worldwide growth.
Globally recognised for its precision-led Japanese cuisine, contemporary aesthetic, and uncompromising ingredient standards, the brand’s Abu Dhabi outpost at Four Seasons Abu Dhabi, Al Maryah Island, has been awarded a MICHELIN Star for three consecutive years (2022–2024) and named among the region’s leading restaurants by Gault&Millau, Esquire Middle East, Time Out Dubai, BBC Good Food Middle East, and Fact Magazine.
Jaime Castañeda now guides the brand as Group CEO, with the De León brothers joining the global board to champion its legacy and support its continued international development. With the merger complete, 99 Sushi operates under a single corporate entity, positioning the group to accelerate expansion with approximately 400 employees across 10 existing restaurants.
As part of its renewed ambition, 99 Sushi has unveiled an aggressive expansion plan with three confirmed openings in 2026. The first milestone: a flagship opening in London’s Mayfair in Q1 2026, fully owned and operated by 99 Sushi, marking the brand’s debut in the United Kingdom. This venue will introduce a first-of-its-kind 99 Sushi speakeasy, an exclusive experiential concept signalling the brand’s evolution into luxury mixology experiences. In Q2 2026, the brand will launch in Budapest, followed by Doha, Qatar in Q3 2026, with all new locations retaining the authentic 99 Sushi concept and bringing signature omakase, precision nigiri, and ultra-premium ingredients to Central Europe while continuing the brand’s strong presence in the GCC.
“This merger marks the beginning of a powerful new chapter for 99 Sushi. By unifying our operations under one group, we are creating a single global powerhouse with the capability, vision, and leadership to take the brand across continents. Our goal is clear: to elevate 99 Sushi into one of the world’s most influential Japanese dining institutions while honouring the legacy built over the last two decades,” said Jaime Castañeda, Group CEO, Ninety Nine SB Investment L.L.C.
The Abu Dhabi restaurant at Four Seasons Abu Dhabi, Al Maryah Island, holder of a MICHELIN Star for three consecutive years, remains the brand’s flagship in the UAE and a benchmark for the region’s fine dining scene. The consolidated headquarters in Abu Dhabi positions the UAE as the operational heart of the group’s worldwide expansion. Despite strategic changes, the essence of 99 Sushi, uncompromising quality, service excellence, and culinary craftsmanship, remains at the forefront. Chef Thinus van der Westhuizen, the group’s Culinary Director, continues to oversee all kitchens, ensuring the brand’s signature hero dishes, from truffle-infused delicacies to gold-leaf nigiri and handcrafted omakase sequences, uphold the highest standards of craftsmanship and quality.
Grounded in two decades of culinary excellence, with consolidated leadership, a strengthened international team, and a clear expansion roadmap, 99 Sushi enters a phase of unprecedented momentum, set to redefine luxury Japanese dining across continents. Today, the brand stands as:
- A luxury dining institution with international pedigree
- A multi-award-winning concept recognized by the world’s leading culinary guides
- A global group headquartered in the UAE, expanding into Europe, Asia, and beyond
- A culinary destination defined by precision Japanese craftsmanship and ultra-premium ingredients
This new era positions 99 Sushi as a visionary international dining brand, scaling its presence across key global markets under the strategic leadership of Group CEO, Jaime Castañeda
SOURCE: BRANDED CONTENT AS SUPPLIED FOR MARKETING PURPOSE
