OY Hospitality has launched its latest restaurant venture, SOON Nobby x True Izakaya. Located in Dubai's JLT area in Armada Tower 2, SOON is inspired by Japanese gaming culture, cyber punk, and 1980s aesthetics with the menu created by Canadian Head Chef Brian Hoang. Many dishes are based on umami flavor, such as House Tofu and Tomato Salad. Other menu highlights include Aged Shima Aji, warm water fish that becomes sweeter if left for a few days as well as Saikyo Miso Black Cod served with mild miso and mushroom broth, and the Wagyu Beef Mazesoba.

The venue is split into six different zones enabling secluded dinners in the close circle or a quick meal at the street food-style sushi counter. The music calendar includes locally acknowledged downtempo music collective, and the Sento room which opens in September will house a private karaoke offering.