In a region where culinary experiences are rapidly evolving, MYAZU has carved a unique space for itself, offering an immersive, high-end dining journey that fuses Japanese artistry with local flavors.

At the helm is Etienne Borman, whose 27-year journey in hospitality has led him across continents and through diverse roles, ultimately landing him at the forefront of MYAZU’s operations in Saudi Arabia. In this interview, Etienne shares his insights into the brand’s philosophy, his dedication to crafting memorable experiences, and the inspiration that has made MYAZU a standout on the Middle Eastern dining scene.

CAN YOU TELL US ABOUT YOUR JOURNEY IN THE CULINARY INDUSTRY AND WHAT LED YOU TO BECOME THE BRAND DIRECTOR OF MYAZU?

I started in the industry 27 years ago as a waiter in the UK after finishing my studies in financial accounting and auditing. Once I decided that this is where I wanted to be, I chose to work for quality venues and great chefs to build a career in this ever-evolving industry.

After several years in London and then back in South Africa, where I worked with some well-known names and ran my own venture for a few years, I found my way to Saudi Arabia in 2016, just as the hospitality scene began to boom! I joined Modern Food Company (MFC) as the opening GM of the Jeddah venue almost eight years ago. Eventually, I became Head of the Western Region for MFC, and then I moved on to become Brand Operations Director for MYAZU and several other brands.

WHAT INSPIRED THE CONCEPT BEHIND MYAZU, AND HOW DOES IT STAND OUT IN THE COMPETITIVE RESTAURANT SCENE IN THE MIDDLE EAST?

MYAZU is a Saudi homegrown brand designed with the precise needs of the cosmopolitan Saudi market in mind, bringing a unique, world-class experience to the Kingdom’s ever-evolving dining scene.

The inspiration for MYAZU is drawn from the mythical “Land of Plenty,” where East meets West, with a vision to offer diners a spectacular, memorable culinary journey in a contemporary setting. MYAZU’s philosophy revolves around acute attention to detail, from selecting the finest ingredients to our highly trained team providing personalized, intuitive service. The mood at MYAZU is generous and vibrant, enhanced with perfectly curated music by a resident DJ, creating a lively atmosphere and impressive design for a stimulating yet relaxed dining experience.

The subtly lit interior is a study in luxurious comfort, functionality, and forward-thinking design, optimized for an unforgettable culinary journey. MYAZU features both standalone tables and lounge seating, set around an open kitchen with a robata grill, wrap-around sushi counter seating, and a cocktail bar. Upon entry, guests are quickly drawn into MYAZU’s bustling, vibrant space, immersed in stories from Japan. The rich blue and matte gold color scheme is accentuated with chic details that create a sense of subtle glamour.

HOW DO YOU ENSURE THAT THE DINING EXPERIENCE AT MYAZU REMAINS BOTH AUTHENTIC AND UNIQUE FOR YOUR GUESTS?

In Saudi Arabia, we don’t rely so much on tourists yet, although we’ve seen an increase in foreign visitors in recent years. We have a loyal client base that often visits us for both lunch and dinner on the same day or several times weekly. The key is knowing what they like. We use our CRM system to update guest profiles with notes from the team after each service, enhancing the guest experience. Our guests are part of our MYAZU family, and MYAZU feels like another home to them. We’ve built a bond of trust between the brand and our guests, which is why they return to us time and time again.

THE PRESENTATION OF DISHES AT MYAZU IS EXCEPTIONAL. HOW IMPORTANT IS AESTHETICS IN THE DINING EXPERIENCE, AND HOW DO YOU APPROACH IT?

This is a question for our chefs. We have an incredibly talented and passionate culinary team who constantly travel, research, and develop new and interesting dishes. Simplicity is key, with layers of flavor in each dish. After years in the Saudi market, we’ve learned what works and what doesn’t, and we’re happy to adapt to suit Saudi tastes. Quality and freshness are paramount in Japanese cuisine, so the ingredients should speak for themselves.

WHAT ARE SOME OF YOUR PERSONAL FAVORITE DISHES ON THE MENU, AND WHAT MAKES THEM SPECIAL?

This is a hard one, as there’s not a single dish on the menu I don’t like! Some standout dishes for me are simple yet luxurious, like our Japanese milk bread toast with toro tartare and caviar, the grilled Mazara prawns, our aburi nigiri platter, any of the gyoza collection, the smoked toro jalapeño, as well as Japanese classics like Black Cod Miso, marinated Yellowtail, and our MYAZU Chef Director Ian Pengelley’s Duck and Watermelon Salad—absolutely delicious!

These dishes always put a smile on my face, with their great textures and layers of flavor.

WHAT ROLE DO LOCAL INGREDIENTS PLAY IN THE CREATION OF THE DISHES AT MYAZU, AND HOW DO YOU INTEGRATE THEM INTO JAPANESE CUISINE?

Our culinary team loves working with local ingredients. Most recently, we incorporated camel milk into a sauce, we use local fish for sashimi-style dishes, and we have the best soft chiffon date cake in the Kingdom! We also love to use local ingredients in our cocktail creations.

WHAT DO YOU THINK MAKES A TRULY MEMORABLE DINING EXPERIENCE, AND HOW DO YOU STRIVE TO DELIVER THAT TO YOUR GUESTS AT MYAZU?

I believe it’s about how you make the guest feel—from arrival, greeted by our doorman, who is much more than a doorman but very much a guest relations expert who knows all our regulars, to the music, the service, and the food and drinks selection. MYAZU managers are on the floor, visible to our guests, connecting with them throughout service. If a guest feels happy, relaxed, and content, and reflects positively on their experience the next day and wants to return, we’ve done our job. We rely on returning guests, so it’s essential to get this right in such a challenging market.

Etienne Borman’s passion and dedication to MYAZU are clear reflections of his commitment to excellence in hospitality. Under his guidance, MYAZU continues to push culinary boundaries while staying true to its philosophy of quality, innovation, and guest-centered service. As MYAZU grows and evolves, it remains a true culinary gem in Saudi Arabia’s vibrant food landscape, offering unforgettable dining experiences that resonate with both locals and visitors alike.