Premier lifestyle retail company Azadea Group has announced another first for the Middle East dining scene, with popular 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. 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 1930’s 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.

Said G. Daher, chief executive officer, Azadea Group, said: “We’re proud to add New Shanghai to our portfolio, a dining concept which is a completely 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.”

New Shanghai operates in key cities across Australia (Sydney, Melbourne and Brisbane) and in 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.

John Chen, director of New Shanghai said: “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, that brings our distinctive offering to Middle Eastern tables.”
 
The Azadea Group has been operating across the Middle East & North Africa for 40 years and currently owns and operates more than 50 leading international franchise concepts in food & beverage, fashion & accessories, home furnishings, sporting goods, multimedia, and beauty & cosmetics. - TradeArabia News Service