Rooted in cultural intelligence, we shape strategy, design, and hospitality for brands entering Japan.
West Asia is a collective of advisors, designers, and thinkers united by a shared belief that culture is strategy and hospitality is intelligence. Bridging Japan and West Asia, we bring together expertise that spans design, F&B, and brand development — combining creative vision with pragmatic execution.
We are hosts, builders, and translators of context — a team grounded in craft and curiosity, guiding brands to find their voice and presence within Japan’s evolving landscape.
Mujahid Salman
Co-Founder
For Mujahid, design has never been a job — it has been a lifelong language. From engineering cars in North America to crafting omakase experiences in Tokyo, his journey spans over twenty years of exploring how design connects ideas, people, and cultures.
He began his career in automotive engineering, working within studio-based environments where creativity met technical precision. Those early experiences shaped his belief that great design begins with curiosity and discipline — a philosophy that guided every chapter that followed.
He then went on to found his first venture in renewable energy, developing access-to-power solutions that blended innovation with social purpose. When technology began reshaping global behavior, he evolved that enterprise into a mobile technology company, leading in-house R&D to pioneer proximity marketing systems that bridged digital and physical experience — an early expression of his passion for integrated design.
His next leap took him to Japan, drawn by its culture of precision and restraint. Immersing himself in the world of Edomae sushi, he trained under master chefs and discovered in craftsmanship the purest form of design: balance, timing, and empathy. This experience became the foundation for his next venture — West Asia, a hospitality consultancy based in Tokyo.
Today, Mujahid helps brands navigate and connect meaningfully with the Japanese market. Through design-led strategy, hospitality insight, and deep cultural fluency, he builds bridges between traditions — shaping experiences that honor heritage while embracing modern expression.
For Mujahid, every project begins the same way: with respect for place, people, and the quiet power of thoughtful design.
Nada Al-Hussona
Co-Founder
Of Iraqi heritage and shaped by time in London, Dubai, Singapore, and Tokyo, Nada has developed an instinctive ability to read environments, decode cultural nuance, and move fluently across contexts. Her nearly two decades in global financial markets span operations, sales, risk, and business management across leading international institutions, grounding her in both strategic foresight and operational precision.
Currently based in Tokyo, Nada serves as Japan COO for a global data analytics firm, where she established the company’s operational presence and brand footprint. Before that, as Global COO for Investor Sales at a leading international bank, she helped define and execute the commercial strategy for a global franchise generating over $800M in revenue.
Recognized as a dynamic and integrity-driven leader, Nada blends the discipline of a corporate operator with the instinct of a cultural diplomat. Her multicultural perspective and natural curiosity enable her to anticipate inflecting points and emerging patterns. Nada channels this strategic foresight into crafting modern narratives for brands — translating complexity into clarity, and vision into form.