VOL.198 NOVEMBER 2024
JAPANESE RAMEN AND ITS GLOBAL EXPANSION
Japanese Ramen Restaurants Expanding Overseas
Tonkotsu ramen, served with the same flavor as ICHIRAN’s Japanese locations.
Photo: ICHIRAN
Japanese ramen has become increasingly popular overseas. Popular ramen restaurants from Japan have now expanded to various regions across the globe, including the United States, Europe, and Asia. We spoke with public relations staff from a Japanese ramen restaurant that has gained popularity abroad to learn about their details, challenges, and strategy for international expansion.
Originating in Fukuoka, the popular tonkotsu (pork bone) ramen* chain ICHIRAN operates 80 directly managed locations across Japan and eight overseas. Its international expansion began in 2007 with the establishment of a local subsidiary aimed at opening a restaurant in New York City, the United States. A press relations staff member from ICHIRAN explained the motivation behind this move.
“At the time, tonkotsu ramen was not widely known overseas, and it was probably difficult for people abroad to imagine what it tasted like. Even so, our tonkotsu ramen began receiving high praise among foreign tourists visiting Japan, and we increasingly received requests to open a restaurant in the United States in particular.”
However, unexpected problems arose before the restaurant actually opened.
“ICHIRAN does not localize the taste of its ramen to suit local taste, even for overseas restaurants. Instead, we serve the same flavor as we do in Japan. In addition, the system inside our restaurants is identical to that in Japan. For example, each seat is partitioned to allow customers to focus on eating without worrying about their surroundings, and diners can customize their ramen according to seven points, such as the richness of flavor, level of richness, and inclusion of garlic or green onions. Customers also use a vacancy display board to check for available seats before sitting down.
“Because of these unique systems, we faced a variety of obstacles before opening, including cultural and legal differences between Japan and the U.S. and issues related to ingredient import/export regulations. Resolving these challenges took a lot of time. After addressing them one by one, we opened our first restaurant in 2016, nearly nine years after establishing the local subsidiary. Today, we operate three restaurants in New York City.”
Photo: ICHIRAN
Whether located in areas central to business or tourism, or in locations with many residential neighborhoods nearby, the restaurants experience long lines during peak hours, with more than 50 people sometimes waiting.
“We have received numerous comments, such as: ‘The taste here is the same as the ICHIRAN I had in Japan,’ ‘The atmosphere here is very similar to ICHIRAN in Japan,’ and ‘I’m happy to be able to eat ICHIRAN ramen here in New York City.’ At all our overseas restaurants, the main ingredients—such as the broth and noodles—are sourced locally from the country where the restaurant is located. However, the key elements that define the flavor, like the ‘Original Spicy Red Sauce’** and ‘dashi’***, are transported from our manufacturing base in Japan. This careful approach allows us to deliver the same authentic taste as in Japan.”
“While some employees are sent from our Japanese headquarters, the majority of our staff at overseas locations are locally hired, ensuring clear communication with customers. Seventeen years after the establishment of our U.S. subsidiary, we are pleased to see our unique taste and systems firmly established and appreciated not only in the U.S. but across many countries worldwide.”
While ICHIRAN’s future overseas expansion plans remain undecided, there has been a steady stream of requests for new locations from various countries.
Photo: ICHIRAN
Photo: ICHIRAN
The strategies for Japanese ramen restaurants expanding overseas vary widely. Some, like the ramen restaurant introduced here, offer the same taste and service as in Japan, while others adapt to the local food habits and preferences. Eventually, it may become possible to enjoy the same ramen as in Japan in various parts of the world, while unique ramen cultures, distinct from those in Japan, could also develop.
* See “Scientifically Breaking Down What Makes Japanese Ramen So Delicious”
** A special sauce made by blending over 30 ingredients, with chili pepper as its base.
*** At ICHIRAN, ‘dashi’ refers to the seasoning sauce that is commonly known as ‘kaeshi’
By KUROSAWA Akane
Photo: ICHIRAN
