Bangkok, Thailand – The global noodle market is on track to surpass US$90 billion by 2030, and Thai cuisine is stepping up to claim its share. Exquisine Global has proudly launched Nu Dii, a bold new concept that brings the authentic taste of Thai street noodles to life with freshly made noodles, premium ingredients, and a modern, youthful identity.
Nu Dii began operations earlier this month with a delivery-only outlet in Bangkok, quickly gaining popularity among customers seeking both comfort and quality. Early bestsellers include the Signature Australian Wagyu Boat Noodle, a refined take on a Thai classic, and the Kaprow with Stewed Beef Cheek, a rich and hearty favorite. Whether it’s the vibrant Tom Yum Seafood, the rich Tom Yum Bo Lan, or the fiery Mala Noodles, Nu Dii’s fresh noodles and premium ingredients are setting a new standard for Thai flavor experiences. To complete the experience, Nu Dii offers snacks like fried pork dumplings, mala chicken pops, and pork gyoza, each paired with signature house-made dips.
What sets Nu Dii apart is its commitment to using locally sourced Thai ingredients while staying true to the real street flavors that have made Thai food famous worldwide. By combining these roots with a fun, young, and modern brand identity, Nu Dii is designed to resonate not just in Thailand, but across Asia and beyond.
While Nu Dii has launched as a delivery brand in Thailand, its long-term vision is to create inviting dine-in and takeout noodle bars with all-day seating and a seamless guest experience. Exquisine Global sees major opportunities for expansion and is positioned for international growth. Both in Asian markets, like China where noodles are already a daily staple, as well as in other regions acrossthe globe where the demand is growing.
Nu Dii is more than just another noodle shop; it is a new way of elevating Thai street food: authentic taste, fresh noodles, and premium ingredients! Designed for both the old and new generation of diners worldwide.
“We are excited about this new model in our portfolio, and clients are already reaching out to franchise the concept. We identified a niche in the market that wasn’t being addressed, and as an ambassador of Thai cuisine for many years, we felt this was the right moment. With the global economic downturn, Nu Dii represents an affordable offering for franchisees. One that requires a lower initial investment and operates with reduced labor costs, which is especially relevant as the industry faces ongoing staff shortages. At the same time, it provides consumers with an authentic street food experience at an accessible price point, a key consideration in today’s challenging economic climate.
The real inspiration struck during a recent trip to Soho, London, where we saw people from all cultures lining up for ramen and udon shops. This year, I will also take my family to Kagawa Island in Japan to learn fresh udon-making from the masters themselves. As we expand globally, my goal is to ensure Nu Dii has the flexibility to adapt to local markets and their distinct noodle preferences.” –Trevor Mackenzie, Managing Director of Exquisine Global
For more information, please visit our website at ExquisineGlobal.com
