AZADEA Group to launch New Shanghai in the Middle East

RetailME Bureau

Lebanon-based fashion & lifestyle retailer AZADEA Group has announced another first for the Middle East dining scene, with famous restaurant brand New Shanghai scheduled to launch in Dubai in 2018. The latest addition to AZADEA’s fast-growing F&B portfolio, New Shanghai has enjoyed significant success in Shanghai and Australia and is expected to do the same in the Middle East where Asian cuisine is embraced across its multi-cultural population.

Offering a taste of modern Chinese cuisine in an ambient setting inspired by the bustling, colourful streets of Shanghai will be replicated in the Middle East. The restaurant will feature a new dining concept, the “Dumpling Theatre,” which brings the kitchen to the customers to view the preparation of their dim sum and dumplings. Décor of the outlet includes references to 1930s Shanghai, with cobblestone flooring and a relaxed and entertaining ambience. At the heart of New Shanghai are ancient family recipes, passed down from generation to generation, based on a range of Shanghai-style soup dumplings, noodles, bubbling hot pots and pan-fried buns.

“We’re proud to add New Shanghai to our portfolio, a dining concept which is a unique proposition for the Middle East. New Shanghai is a concept that shares AZADEA’s mission to deliver differentiated and authentic lifestyle experiences to our guests – this is at the heart of all our F&B and retail offerings,” says Said Daher, CEO, AZADEA Group.

New Shanghai operates in essential cities across Australia (Sydney, Melbourne and Brisbane) and Shanghai. Its expansion into the Middle East begins in Dubai, with a roll out into other markets across the Middle East over the next five years.

“Our expansion into the Middle East is a milestone achievement for New Shanghai, allowing us to present our unique take on authentic Shanghai cuisine to another corner of the world. Working with the AZADEA Group allows us to introduce our brand and concept with a trusted partner who has a deep understanding of the region’s customers. Together, we hope to create an unforgettable dining experience, which brings our unique offering to Middle Eastern tables,” says John Chen, director of New Shanghai.