SUNDA

About SUNDA

SUNDA New Asian is an upscale restaurant group that presents a contemporary interpretation of Southeast Asian cuisine. The company operates in the hospitality market, serving diners in major US cities including Chicago, Nashville, and Tampa, with plans to expand to Detroit. Its business model centers on providing a high-energy, sophisticated dining experience in its physical restaurant locations. Revenue is generated from food and beverage sales, alongside private events, catering services, and unique offerings like sushi-making classes.

Founded in 2009 by Emmy Award-winning entrepreneur Billy Dec, the first SUNDA location opened in Chicago's River North neighborhood. The name "Sunda" refers to the Sunda Shelf, a submerged landmass that once connected many of the countries whose cuisines are featured, including Japan, the Philippines, China, and Thailand. Dec, a Filipino-American with a background in law and business from the University of Illinois, Chicago-Kent College of Law, and Harvard Business School, was inspired by his heritage and extensive travels throughout Southeast Asia. His journey to reconnect with his family's culinary traditions is also the subject of his documentary, "Food Roots." This personal connection is a core element of the brand, aiming to elevate the pride in Southeast Asian culinary techniques and culture.

The business is a venture of Rockit Ranch Productions, a hospitality and entertainment development company Dec co-founded. SUNDA's menu modernizes traditional dishes by using upgraded ingredients, refined cooking techniques, and sophisticated presentation. The offerings are extensive, featuring a wide range of options from sushi, dim sum, and noodles to signature main courses like Miso Bronzed Black Cod and Crispy Pata (pork shank). The menu explicitly showcases Filipino heritage with dishes such as Chicken Inasal and Oxtail Pot Stickers, alongside other regional specialties like Lemongrass Beef Lollipops and Bulgogi Roti Tacos. The beverage program complements the cuisine with a robust selection of sake, Asian beers, wine, and handcrafted cocktails. The restaurants are designed to be vibrant and chic, suitable for both intimate dinners and large group events, and have been recognized as ideal for group dining.