Bosses of celebrity restaurant chain Nobu have denied reports that movie legend Robert De Niro wants to sell his share of the business.

Reports in the New York press over the past week have hinted that the star of "The Deer Hunter" and "The Godfather" series wanted to cash out his share of the business, which some analysts have valued at more than 250 million dollars.

But star chef Nobuyuki Matsuhisa, who gave his name to the brand, said the double Oscar-winning actor was still "part of the Nobu family."

"Bob is one of us and will remain one of us," said Matsuhisa, in Hong Kong ahead of the opening in November of the next branch of his hugely successful Japanese cuisine chain.

"It's just rumours that have got out of hand -- we were looking to fortify the company with capital and it was suggested we sell the brand but we decided not to take that advice," added chain managing partner Richie Notar.

"The trouble is, someone reported it as fact and everybody picked up on it. Bob is one of us and we are not selling," Notar said.

Matsuhisa confirmed De Niro would visit Hong Kong for the opening of the new restaurant.

It will be the 17th Nobu restaurant worldwide, including 12 under the Nobu brand, three under the Matsuhisa brand and one Ubon-branded restaurant.

Matsuhisa says the company is planning eight more, including one in Dubai and another in Cape Town, and has firm deals for three of them -- in Hawaii, San Diego and Melbourne.