Born in Japan, Nobu Matsuhisa trained in the time-honored sushi tradition in Tokyo before heading to Peru. He then went on to successive ventures in Argentina, Alaska, and Los Angeles, where he opened Matsuhisa in 1987. Seven years later, Robert De Niro persuaded him to open Nobu New York City. A further partnership with Giorgio Armani led to Nobu Milano in 2000, and he now receives constant offers to open more restaurants all over the globe. In recognition of his influence on cooking worldwide, TIME magazine chose him as one of "Asia's Heroes" in 2005. Nobu hosts and actively participates in charity events as a way of contributing to society through food.