A new Japanese food venture is bringing restaurant-quality ramen, udon and an extensive specials menu to Sunderland city centre, with a relaxed, community-focused approach.
Shinob1, owned and run by chef Oberon Wilson, opened its doors in November 2025 at Jacky White’s Market and is already attracting a loyal following.
Open six days a week, Shinob1 serves an array of Japanese dishes including daily specials, sushi, meat and tofu options, and gluten-free friendly meals.
Oberon also offers to tailor dishes to individual customer requests, providing customers with a more personal touch.
Born in India, Oberon spent his early years living in Japan before returning to Sunderland at the age of 12. His love of Asian food was shaped by his time travelling and living in Asia, alongside years of experience working in professional kitchens across the North East.
“I’ve always dreamt about having my own Asian food place, but I always wanted it to be somewhere I could really engage with people,” said Oberon. “I wanted to create something like a Japanese Izakaya – a relaxed, welcoming space where people can come, enjoy great food, and feel part of a community with no pressure.”
Oberon’s culinary career spans more than a decade, beginning with Italian cooking at Romano’s in Cleadon Village, where he worked for 10 years. He has since worked at a number of well-known venues including Arbeia, Beamish Hall, Colman’s Seafood Temple, The Vermont Hotel in Newcastle, Koji and Sohe in Jesmond, developing menus and mentoring other chefs along the way.
“The first time I worked as a head chef in my hometown was at Koji in Sunderland, and I put my heart and soul into it,” he said. “That’s when I realised, I wanted to make a name for myself and open my own place.”
With support from the North East BIC, Oberon was able to turn his idea into a trading business in just six weeks.
Working closely with business adviser Hina Joshi, Oberon was able to master all of the fundamentals of setting up a business, from planning and financial management to securing a loan and sourcing equipment.
“When it came to starting a business, I had no idea what I was doing,” said Oberon. “Having the BIC there to guide me step by step made all the difference. I couldn’t speak more highly of the support they’ve given me.
“I even use the BIC as a base for my business – somewhere I can settle, use the WiFi, get work done and really concentrate on the dream. That was huge for me. I also secured a loan through the BIC to buy equipment, which has made my life so much easier.
The connection with the BIC also runs in the family. “I realised my auntie, uncle and my mam have all had support from the BIC over the past few decades when they set up their own businesses,” said Oberon. “To be getting that same support now means so much.”
Hina Joshi, Business Adviser at the BIC, said: “Oberon has a real passion for what he does and a clear vision for Shinob1.
He has also spent years mastering his craft at some of the region’s top restaurants, so it is brilliant to see him going it alone and doing it for himself.
“It’s been fantastic to support him from those early ideas right through to opening and I’m excited to see how the business continues to grow.”
The start-up support from the BIC forms part of Enterprising Sunderland which has received £523,541 from the Government’s UK Shared Prosperity Fund Programme, managed in Sunderland by Sunderland City Council on behalf of the Sunderland Partnership.
Cllr Kevin Johnston, cabinet member for housing, business and regeneration, said: “We’re delighted to have been able to support the launch of Shinob1 through the Enterprising Sunderland programme.
“The initiative was set up to provide the support and funding required for businesses to start up and grow and Oberon is one of the scores of city entrepreneurs to have benefited from this unique partnership. “It is fantastic to see him bringing an entirely new concept to the city’s ever-evolving food and drink scene and we wish him all the best for the future.”