Azumi Ltd, the international restaurant group behind renowned dining brands Zuma, ROKA and Oblix, has announced a new strategic partnership with Abu Dhabi-based luxury hospitality firm DIAFA. The collaboration, made in coordination with existing partner Doğuş Hospitality Group, marks the beginning of a new phase in Azumi’s global expansion strategy.
The partnership brings together DIAFA’s investment expertise and Azumi’s creative vision to accelerate the development of flagship restaurants and lifestyle concepts around the world. The agreement aims to expand the reach of existing brands, including Oblix, while supporting new projects that blend culinary innovation with luxury hospitality experiences. DIAFA’s investment will also strengthen Azumi’s long-term growth plans across Asia, the Middle East, Europe and the Americas.
Strategic Partnership to Drive Global Growth
Azumi said the partnership reflects a shared vision between its long-time collaborator Doğuş Hospitality and new investor DIAFA, focusing on creativity, cultural authenticity and ambitious international growth. The move is described as a milestone for Azumi as it strengthens its position in the global dining landscape through fresh investment and strategic collaboration.
“This partnership represents an extraordinary alignment of vision and values,” said Sven Koch, CEO of Azumi Ltd. “DIAFA’s belief in creativity, craftsmanship and cultural authenticity deeply resonates with Azumi’s identity and heritage. Together with our long-standing partners at Doğuş Hospitality and our new partners at DIAFA, we are excited to shape Azumi’s next chapter. As we explore new ideas, destinations and concepts globally, we will continue to deliver exceptional experiences to our guests.”
Zuma and ROKA’s Continued Global Appeal
Founded in 2002 by Rainer Becker and Arjun Waney, Azumi has earned an international reputation for redefining contemporary Japanese dining. Its flagship brands Zuma and ROKA are now found in leading global cities including London, Dubai, Miami, Hong Kong, Istanbul and the Maldives. The group also operates Oblix at The Shard in London and ETARU in Florida, extending its reach across diverse markets.
Over the past two decades, Zuma and ROKA have become hallmarks of modern Japanese cuisine, known for their minimalist design, consistent quality and distinctive robata grill style. The new partnership with DIAFA aims to expand these concepts into emerging destinations while developing new lifestyle-driven experiences that reflect Azumi’s signature blend of authenticity and innovation.
DIAFA’s involvement is expected to enhance the group’s financial and operational capacity to pursue expansion projects and explore potential markets across the Middle East and Asia. The partnership also emphasizes a shared commitment to creativity and excellence in the global hospitality sector, aligning Azumi’s brand legacy with DIAFA’s ambition to support high-value lifestyle ventures.
Azumi continues to maintain its creative and cultural foundations as it pursues new growth opportunities. With DIAFA and Doğuş Hospitality joining forces, the company is positioning itself for sustained success in an increasingly competitive international dining landscape, reinforcing its influence on global gastronomy for years to come.
Photo Credit: Rusne Draz Photos
