The New York culinary scene is gaining another international highlight: Nong Geng Ji, one of the most popular brands for Hunan cuisine from China, has signed a lease for a 9,900-square-foot retail space at 365 West 46th Street in Manhattan's Hell's Kitchen district. This location is situated along the famous Restaurant Row and will house the brand's three-storey New York City flagship restaurant. The transaction was announced by the broker Meridian Capital Group.
No details were released regarding the exact lease term. However, the asking rent was $55,000 per month, as stated by Meridian. James Famularo and Kyle Fink of Meridian Capital Group represented the tenant, while Milly Cheung and Jordan Cohen of Lee & Associates NYC represented the landlord, the Lucky 11 Group.
Strategic Location in the Theatre District
Kyle Fink emphasised the exclusivity of this location: “Restaurant Row is one of Manhattan’s most competitive dining corridors, and a three-level space of this magnitude rarely becomes available there.” He added that Nong Geng Ji sought a location that could handle the volume of a flagship, while simultaneously presenting the brand daily to the Theatre District audience. The new restaurant will replace the previous Sushi Seki in these premises.
Nong Geng Ji was founded in 2017 and has since expanded nationally in China and internationally. The first New York branch – and also the first in the USA – opened earlier this year at 135-15 37th Avenue in Flushing, Queens. The landlord's decision to choose this brand was significantly influenced by its recognition in China. Milly Cheung from Lee & Associates stated that the brand plans to add local flavour nuances to its well-known dishes to meet regional needs. The proximity to Times Square and the Theatre District is ideal for reaching both New Yorkers and international visitors with authentic Chinese cuisine.
Property and Surroundings
The building at 365 West 46th Street is a four-storey mixed-use property, located between Eighth and Ninth Avenue. The choice of this location underscores the expansion of international culinary concepts into prime New York locations. The high footfall in the neighbourhood and the proximity to cultural institutions offer Nong Geng Ji an excellent platform to further expand its market presence in the United States.
