The Business Journal Media Group, we take pride in showcasing inspiring stories of leadership and innovation. Today, we’re shining the spotlight on one of the rising stars in Lebanon’s hospitality industry.
Meet Hassan Saleh, the operations Manager, of Norai, an emerging Asian restaurant brand redefining the dining experience in Lebanon. From his early days as a waiter to becoming a leader shaping culinary trends, Hassan brings a wealth of experience, vision, and cultural insight to the table. Under his leadership, Norai has grown from a local concept in Saida to a bold expansion in Beirut, setting new standards in Asian fusion cuisine.
In this exclusive interview, Hassan shares his journey, the story behind Norai, and his vision for the future of hospitality in Lebanon and beyond.
Interview with Hassan Saleh –operations Manager of Norai Restaurants
1. Starting as a waiter and advancing to an Operations Manager in the hospitality industry is a creditable journey that reflects dedication, skill development, and strategic career planning. Can you tell us about your background and experience in the hospitality industry? What inspired you to take on the role of Managing Director at Norai?
My entry into the hospitality industry began at the grassroots level—as a waiter. I developed essential skills in customer service, communication, and multitasking, which laid the foundation for understanding daily operations and guest expectations. Over time, I moved into supervisory and managerial roles, training staff, managing shifts, and handling budgets and performance evaluations. Now, as Managing Director at Norai, I oversee strategic operations, ensure guest satisfaction, and drive the brand’s growth. Taking this role was a natural progression, inspired by my passion for the industry and desire to lead a concept I believe in.
2. Norai has a unique presence. What’s the origin story? How did the concept for Norai come about, and what led to the opening of the first branch in Saida?
The concept behind Norai was to bring together four Asian cuisines—Japanese, Chinese, Indian, and Thai—into one cohesive dining experience. Our company, KIVA, envisioned creating a place where culinary traditions could blend harmoniously. Norai’s first location was established in Saida, marking the city’s first multi-Asian restaurant and only the second of its kind in Lebanon.
3. Expansion into Beirut is a bold move. What motivated Norai’s expansion into the dynamic Gemmayzeh district? In what ways does the Beirut branch mirror or differ from the Saida location?
Expanding into Beirut’s vibrant Gemmayzeh district was driven by our vision to become a leading Asian restaurant chain. The success and support we received in Saida gave us the confidence to take this step. The Beirut branch maintains the same core values of quality and service but offers a slightly more urban and cosmopolitan experience to align with the city’s dynamic audience.
4. How would you define Norai’s brand identity? Tell us about the cuisine, atmosphere, and overall guest experience that set Norai apart.
Norai is defined by its fusion of authentic Asian cuisines with a modern twist. Guests enjoy curated dishes from Japan, China, India, and Thailand, served in an ambiance that reflects the elegance and culture of each region. From minimalist Japanese and Chinese design elements to colorful Indian patterns and Thai accents, the experience is both immersive and refined.
5. Every growth story has its challenges. What were some of the major obstacles you encountered while launching and growing Norai in both Saida and Beirut?
Our biggest challenges involved maintaining authenticity across four distinct cuisines while ensuring operational consistency. Creating a unified kitchen culture, training staff, and sourcing authentic ingredients required constant coordination. We focused on highlighting key dishes from each cuisine and invested in regular staff training to maintain quality standards.
6. Design plays a key role in hospitality. Can you walk us through the design and décor of Norai? What kind of ambiance were you aiming for, and who contributed to executing that vision?
We wanted the space to reflect the richness of Asian culture while maintaining a clean, contemporary design. Each zone within the restaurant subtly represents one of the four cuisines. Natural materials like bamboo, warm lighting, and regionally inspired design elements create a cozy yet elegant atmosphere. The design team worked closely with us to bring our vision to life.
7. Behind every great brand is a great team. Who are the people behind Norai’s success, and how critical is teamwork in maintaining your high standards of service?
Norai’s success is the result of dedicated teamwork across our parent company KIVA and our staff. From top management to entry-level roles, collaboration is central to our operations. We foster a culture of mutual support, continuous learning, and shared responsibility, which allows us to maintain excellence in service.
8. Who is Norai speaking to? Describe your target audience. How do you ensure the brand remains relevant and appealing to them over time?
Our audience is diverse—food lovers, professionals, families, and tourists looking for authentic Asian flavors. To stay relevant, we innovate our menu, listen to customer feedback, and maintain an active presence on social media. Hosting events and staying connected to our community also helps us evolve with our audience.
9. What values define Norai’s direction? What is the core vision driving Norai today, and what principles guide the brand’s operations?
Our vision is to become the go-to destination for Asian dining in Lebanon and eventually expand abroad. The brand is guided by values such as authenticity, excellence in service, sustainability, and a deep commitment to cultural appreciation and innovation.
10. What’s next for Norai? Are there any plans for further expansion—either within Lebanon or internationally?
Absolutely. We are actively exploring new opportunities for expansion both locally and internationally. Our goal is to share Norai’s unique concept with a wider audience and grow our footprint across the region and beyond.
11. On a broader scale—hospitality and the economy. In your view, how can the hospitality industry contribute to revitalizing Lebanon’s economy? What role does a concept like Norai play in this context?
The hospitality sector plays a critical role in Lebanon’s economic recovery by creating jobs, supporting local suppliers, and attracting tourism. Norai contributes by promoting cultural exchange, offering employment, and showcasing Lebanon as a hub for world-class dining experiences.
12. What does the future hold—for you and for Norai?
Personally, I aim to continue leading Norai toward innovation, operational excellence, and guest satisfaction. For the brand, the focus is on strategic growth, expanding our presence, and becoming a symbol of premium Asian dining across the Middle East.
13. Let’s end with a personal note. Do you have a personal motto or guiding philosophy in business—and in life?
My guiding philosophy is: “Strive for excellence, lead with integrity, and embrace every challenge as an opportunity for growth.” I believe that perseverance, honesty, and lifelong learning are the keys to personal and professional success.
