Blending cultures and cuisines, ‘Naimas’ reimagines Asian flavours in every dish.
In Dubai, Dubai-based Filipino chef David “Dabo” Pamplona posed a simple question during a visit to his homegrown café and bistro Naimas: how do you introduce a new dish to someone who has no idea what it tastes like?
From its name alone, “Naimas” reflects the experience the brand aims to deliver. Taken from the Ilocano dialect in the Philippines, where it means something delicious, the word goes beyond taste to evoke comfort, warmth, and the simple joy of a satisfying meal—core values at the heart of the concept.
For chef David “Dabo” Pamplona, it was important that the name feel familiar yet remain accessible to the diverse audience in Dubai.
Naimas did not begin as a formal business plan. Instead, it evolved organically from years of experience in Dubai’s hotel and professional kitchen industry, where chef David “Dabo” Pamplona worked alongside chefs from around the world—an exposure that reshaped his understanding of food.
Pamplona said that Dubai felt like the natural place to build Naimas because of its openness and diversity. He explained that working in the city challenged him to grow, adapt, and think beyond traditional boundaries, allowing him to present Filipino culinary sensibilities in a way that feels natural, relevant, and connected to a global audience.
Instead of launching a traditional Filipino restaurant, he opted for a Pan-Asian concept, where Filipino flavours subtly underpin each dish, reflected in their balance of sour and savoury notes as well as their aromatic depth.
Where the concept first took shape
Before Naimas became a full-fledged restaurant, it began as a more personal experiment. Chef David “Dabo” Pamplona first explored the idea through private dinners and supper clubs, which served as a testing ground for his culinary vision in Dubai.
Guests from diverse cultural backgrounds would gather around shared tables where Filipino influences were present but subtly integrated rather than dominant. These early dining experiences helped him refine the concept and shape what would eventually become Naimas.
“Watching people from completely different backgrounds connect over food with a Filipino soul confirmed that there was something real worth building into a business,” Pamplona recalled.
What began as informal gatherings gradually evolved into a formal brand as demand increased.
Entrepreneurial roots and steady growth
Naimas has been developed through personal investment and continuous reinvestment alongside business partners Al, Rex, and Christian, maintaining a measured approach focused on long-term stability and growth.
Pamplona’s upbringing also played a role in shaping his journey. Raised in a business-oriented family and working as a student, he developed a strong sense of discipline early on—qualities that continue to guide his entrepreneurial path today.
“Food became my natural direction because it was where I found purpose. Combining that upbringing with my own journey led me to build something meaningful through Naimas,” said chef David “Dabo” Pamplona.
A modern take on Filipino identity in food
At the core of Naimas is a clear intention to present Filipino flavours in a refined, contemporary setting while preserving their authenticity and cultural identity.
For Pamplona, success is measured not only by business growth but by guest experience and response. “The biggest success is seeing people connect with the food. When guests come in curious and leave with a sense of familiarity and appreciation, that means everything,” he said.
The restaurant’s concept positions Filipino cuisine within a broader Pan-Asian framework, allowing it to blend naturally with global influences while still preserving its distinct identity and character.
Challenges in finding direction
Like many early-stage entrepreneurs, chef David “Dabo” Pamplona faced a period of uncertainty in the early months, marked by experimentation and refinement as he worked to define what Naimas should become in Dubai.
He acknowledged that there was pressure to follow food trends, but said the team ultimately chose to stay grounded and focus on building something more enduring. “There was pressure to follow trends, but we chose to stay grounded and build something more lasting. That decision shaped who we are today,” Pamplona explained.
He credited the United Arab Emirates for providing the space needed to launch and grow Naimas, noting that the country’s openness to diverse cultures and cuisines allowed the concept to develop and take shape.
He also highlighted the importance of community support, including collaborations and early customers who were willing to explore a new dining concept, as a key factor in the brand’s early growth.
From homegrown idea to long-term vision
Looking ahead, Pamplona envisions Naimas evolving beyond a restaurant into a stronger culinary brand with a more defined identity. More than just a dining destination, he hopes it will serve as a platform for modern Filipino cuisine in the region while also creating opportunities for young chefs to develop and grow.
“Beyond the restaurant itself, I want Naimas to represent something meaningful for the next generation of Filipino chefs—a place where they can grow, find their voice, and progress without losing their identity,” said Pamplona.
Notably, all of his staff are Gen Z, and he plans to offer scholarships not only for the brand’s growth but also for team members who have been with him throughout the journey.
Despite challenges and uncertainties, Pamplona and his team have remained steady, continuing to operate, innovate, and serve the community.
Believing in your purpose
Chef David “Dabo” Pamplona admitted he experienced moments of doubt in the early stages of building Naimas in Dubai, when returning to a stable job felt like the safer option.
“The idea of going back to a stable job was always there, but I believed in what we were building. Instead of stepping back, I focused on refining the concept and moving forward with more clarity,” he said.
For aspiring entrepreneurs, his advice remains straightforward: stay grounded in purpose and allow time for the process to unfold naturally.
“Stay close to your purpose and do not rush the process. Build something honest and people will always feel that,” he added.
