Miss Voon

What Miss Voon does

Miss Voon is a privately held, founder-led modern Asian restaurant chain operating three dining locations in Sweden — Stockholm (Sturegatan 22, since 2011), Uppsala (Suttungs gränd 6, 11th floor, since 2017), and Skellefteå (Torggatan 2, 19th floor of Sara's Kulturhus). Founded by Jonas Svensson, whose culinary concept was shaped by exposure to Nobu and Hakkasan in London, the chain serves Asian-inspired cuisine built on Scandinavian ingredients, with signature dishes such as black cod in miso, salmon tartare, and lobster tacos, and offers an Omakase tasting menu alongside à la carte and seasonal menus (Easter, Hanami).

The business operates a direct-to-consumer model through dine-in service, signature bar programs featuring Japanese classics, sake, and Nordic craft beverages, and weekend vinyl-DJ programming at Stockholm. Each site includes a distinctive private dining space — a Chambre Séparée in Uppsala and a Tatami room in Skellefteå — and the brand extends beyond its restaurants into a nationwide catering and event business delivered through partnerships with Elite Hotels, event agencies, and venues, covering corporate conferences, gala dinners, private parties, and lunch subscriptions. Marketing and reservations run through location microsites, an email newsletter, social channels, and the Waiteraid booking system, with weekly promotions and seasonal menus used to drive off-peak traffic.

The company is privately held with no disclosed institutional investors or parent company, operates under common ownership with sister brands GOMA Gastropub and INDIA'S, and is currently reinvesting in its flagship with a Stockholm renovation and the reintroduction of lunch service in September 2025 ahead of its 15-year anniversary.

Name

Miss Voon

Legal name

Miss Voon

Website

https://missvoon.se

Company type

Private

Founded year

2011

Operating status

Operating

Short description

Miss Voon is a founder-led Swedish restaurant chain operating three modern Asian dining locations in Stockholm, Uppsala, and Skellefteå, complemented by a nationwide catering and event business serving both individual diners and corporate clients.

Ownership category

akta.pro rank

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Others

Revenue model

1. Restaurant Dining: Miss Voon generates revenue through dine-in service at three Swedish locations, offering à la carte menus, tasting menus (Omakase), and seasonal special menus. The restaurant serves Asian cuisine with Scandinavian ingredients.
2. Bar Sales: The bar generates revenue from signature cocktails, Japanese highballs, Japanese sake, classic wines, and Nordic craft beverages. Weekend vinyl DJ events attract customers.
3. Catering and Events: Full-service catering and event management delivered throughout Sweden, including corporate events, conferences, private parties, and regular lunch subscriptions. They work with event agencies, venues, and Elite Hotels as partners.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Miss Voon is a modern Asian restaurant chain operating three locations in Sweden (Stockholm, Uppsala, and Skellefteå), serving Asian-inspired cuisine with Scandinavian ingredients through à la carte menus, Omakase tasting menus, and seasonal specials. The business also operates a bar program at each location offering signature cocktails, Japanese sake, and Nordic craft beverages, and provides nationwide catering and event services for corporate functions and private celebrations.

Product overview

Miss Voon is a modern Asian restaurant chain with three locations across Sweden — Stockholm (since 2011), Uppsala (since 2017), and Skellefteå (on the 19th floor of Sara's Kulturhus). The restaurants offer Asian-inspired cuisine with Scandinavian character, drawing influences from across Asia with a special affinity for Japan. Signature offerings include black cod, salmon tartare, lobster tacos, and an Omakase tasting menu. Each location features its own bar with signature cocktails and Japanese highballs, plus event and catering services delivered throughout Sweden. Miss Voon Skellefteå is the highest-located restaurant with unique features including a Tatami private dining room, while Miss Voon Uppsala offers panoramic city views, a seasonal balcony, and a private Chambre Séparée. The company was founded by Jonas Svensson, who drew inspiration from international establishments such as Nobu and Hakkasan in London.

Differentiator

Problem solved

Functional benefit

Products and services

• Miss Voon Stockholm restaurant Flagship modern Asian restaurant at Sturegatan 22, Stockholm, serving Asian cuisine with Scandinavian ingredients. Includes à la carte menu, Omakase tasting menu, seasonal specials, a bar with signature cocktails and Japanese highballs, and weekend vinyl DJ entertainment. Operates as a dine-in venue for individual diners and groups.
• Miss Voon Uppsala restaurant Modern Asian restaurant on the 11th floor in Uppsala, offering panoramic city views, a summer balcony, a private Chambre Séparée (8-24 persons) with its own entrance, and a popular bar with signature cocktails and Japanese highballs. Serves signature dishes, Omakase menu, and Chirashi Tuesdays.
• Miss Voon Skellefteå restaurant Modern Asian restaurant on the 19th floor of Sara's Kulturhus in Skellefteå, offering 360-degree panoramic views, spectacular sunsets, occasional northern lights, Skellefteå's highest bar, and a unique Tatami Chambre Séparée for 5-10 persons dining on cushions in Asian style. Features Tonkatsu Mondays and provides event and catering services throughout Sweden.
• Miss Voon Catering & Event Services Full-service catering and event management delivered throughout Sweden, including corporate events, conferences, kick-offs, client mingles, gala dinners, company parties, and regular lunch subscriptions. Delivered to the customer's chosen location or at partner venues, with first-class food, drinks, and personal service. Priced via quote-based requests.

Quantifiable outcome

• Returning customers attracted by signature dishes like lobster tacos and seasonal menu innovations

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Elite HotelscoreStrategic or Co-development PartnerMiss Voon works closely with Elite Hotels as a collaboration partner for events. Together they create complete event solutions, with Elite Hotels providing venues and Miss Voon delivering food and beverage services. The partnership ensures seamless logistics and delivery for corporate events and celebrations.
• Event AgenciesminorChannel Partner/ Reseller/ DistributorMiss Voon collaborates with event agencies to provide catering and event services. These partnerships help reach corporate clients seeking professional event management with high-quality dining experiences.
• VenuesminorChannel Partner/ Reseller/ DistributorPartnership with various venues throughout Sweden for delivering Miss Voon's catering and event services outside their own restaurant locations.
• GOMA GastropubminorOthersGOMA Gastropub is a sister restaurant under the same ownership as Miss Voon. Referenced as an alternative venue for customers during Stockholm location's temporary renovation closure.
• INDIA'SminorOthersINDIA'S is a sister restaurant under the same ownership as Miss Voon. Referenced as an alternative venue for customers during Stockholm location's temporary renovation closure.

Scale indicators2 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• Vapiano: International casual-dining chain with Italian and pan-Asian crossover in some markets. Operates as a broader full-service casual chain in Europe, competing for the same mid-market dinner occasion as Miss Voon but with a different cuisine focus.
• Nobu Restaurants: Global premium Japanese-Peruvian restaurant and hotel brand that inspired Miss Voon's founder. Operates at the high end of the same Asian fine-dining niche and competes for special-occasion and high-spend diners in the same premium Asian category.

Direct peers

• Wagamama: International full-service Asian (Japanese-inspired) restaurant chain with multiple Swedish locations. Competes in the same Asian noodle/rice bowl and shared-plate category as Miss Voon, with similar table-service casual dining positioning.
• PIN Vietnamese Tapas Bar: Swedish Asian-fusion restaurant group with Stockholm locations, serving shareable pan-Asian small plates in a casual-but-premium atmosphere. Comparable full-service, share-plate Asian concept targeting a similar urban Swedish customer base as Miss Voon.
• Sticks 'n' Sushi: Scandinavian (Danish-founded) restaurant chain specializing in sushi and grilled Japanese dishes served in a contemporary, design-led setting. Closest direct competitor to Miss Voon in the premium Asian-Scandinavian full-service segment across the Nordics.
• Bonzai (Sweden): Swedish Asian restaurant operator serving sushi and pan-Asian dishes in full-service settings. Comparable full-service Asian competitor targeting similar Swedish urban diners, although typically positioned below Miss Voon on price and ambiance.

Others

• Elite Hotels of Sweden: Swedish hotel group that is also a strategic partner of Miss Voon for event catering and venue combinations. Included as an ecosystem partner rather than a competitor, illustrating how Miss Voon extends its brand into the corporate hospitality channel.

Regional players

• Yasuragi Hasseludden: Japanese-inspired fine-dining and spa destination outside Stockholm, offering omakase and Japanese set menus. Comparable destination-dining positioning with panoramic/scenic appeal similar to Miss Voon's high-floor restaurants.
• Nam Long Asian Kitchen: Stockholm-based casual Asian restaurant group focused on Southeast Asian flavors. Comparable in its Asian positioning and Stockholm footprint, though more casual and value-oriented than Miss Voon's fine-dining model.
• Satay Grill House: Stockholm-based Asian restaurant group serving Southeast Asian and pan-Asian dishes. Comparable Swedish local Asian competitor at a more casual price point than Miss Voon.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/missvoonstockholm

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Miss Voon