Interview with Hirofumi Takahashi from Kasaoka Chamber of Commerce and Keisuke Ishiguro from Sugakiya Foods
"National Noodle Tour Kasaoka Ramen" allows you to enjoy Kasaoka ramen easily at home.
We interviewed Hirofumi Takahashi from Kasaoka Chamber of Commerce, who cooperated in the development, and Keisuke Ishiguro from Sugakiya Foods Co., Ltd., who manufactures and sells it.
We heard about the development story, the response after the launch, and future prospects.
The trigger for development was eating Kasaoka ramen in Tokyo
First, please tell us about the "National Noodle Tour" series from Sugakiya Foods.
Ishiguro (honorifics omitted)
The "National Noodle Tour" is a series that allows you to casually enjoy local ramen from various regions across the country at home.
Recently, the cup noodle "National Noodle Tour Tottori Gold Beef Bone Ramen," which features Tottori's local ramen, has been well received.
It is supervised by "Ginza Komitoku," a famous beef bone ramen shop in Tokyo run by the son of a famous shop in Tottori.
Why did you develop Kasaoka ramen as one of the National Noodle Tour series?
Ishiguro
While expanding the National Noodle Tour series, I was researching various ramen from across the country, so I was aware of Kasaoka ramen.
However, Kasaoka ramen was not included in the series due to the difficulty of reproducing certain ingredients as cup noodles.
After that, there was a collaboration with the ramen shop "Kujira Shokudo" in Tokyo for abura soba.
In fact, "Kujira Shokudo's" second store serves Kasaoka ramen.
While discussing with Kujira Shokudo, we got excited about Kasaoka ramen again and decided to focus on it once more.
Since Kujira Shokudo had a connection with Kasaoka Chamber of Commerce, we were introduced to them.
As of July 2021, Kujira Shokudo has suspended the serving of Kasaoka ramen.
What was your impression when the proposal came to Kasaoka Chamber of Commerce?
Takahashi (no honorifics)
Honestly, I was surprised.
However, while Kasaoka ramen is well-known among locals and ramen enthusiasts in Okayama Prefecture, its national recognition is still lacking.
If the recognition of Kasaoka ramen increases, it will enhance the brand power of Kasaoka City, so I thought it was a great opportunity.
However, I had some concerns.
I was worried about whether we could reproduce the boiled chicken, which is the most symbolic element of Kasaoka ramen.
This was a point of concern for me.
Kasaoka ramen is simple, yet deep and difficult
What were the challenges in development?
Ishiguro
First, I struggled with what defines Kasaoka ramen.
Even when we say Kasaoka ramen, there are various styles depending on the shop.
I actually went to Kasaoka and tasted Kasaoka ramen from various shops.
In that context, while consulting with the members of the Kasaoka Chamber of Commerce, we decided to turn the Kasaoka ramen style known as "Sakamoto-kei", represented by "Chuka Soba Sakamoto", into cup noodles.
Why did you choose Sakamoto style?
Ishiguro
One reason is that the Sakamoto style well represents the characteristics of Kasaoka ramen.
Another reason is that several ramen shops have opened by those who learned from Sakamoto, and they are rooted in the local community.
I also thought that the Sakamoto style is the "greatest common divisor" of Kasaoka ramen.
However, there were challenges in reproducing it.
When we think of Kasaoka ramen, we often imagine it topped with boiled chicken.
However, reproducing boiled chicken as a cup noodle is difficult.
To make it into a cup noodle, it needs to be dried and consumed by pouring hot water over it.
If we do that with boiled chicken, we cannot reproduce its unique texture and flavor.
So, we decided to focus on reproducing another characteristic of Kasaoka ramen, the soup rich in chicken flavor.
I wanted to reproduce the unique soup of Kasaoka ramen and deliver its deliciousness and charm to people across the country.
However, the soup of Sakamoto style Kasaoka ramen is made with only very simple ingredients: chicken, soy sauce, and water.
Therefore, even a slight difference can quickly change the flavor.
It is deep precisely because it is simple, and I realized the difficulty of reproduction while understanding the essence of Kasaoka ramen.
Local harsh opinions were conveyed directly to Sugakiya Foods
What advice did you give from Kasaoka Chamber of Commerce?
Takahashi
Reproducing boiled chicken is indeed difficult, but I requested that at least the "diagonally sliced green onions," which are common in Sakamoto style, be reproduced.
In fact, this has been successfully reproduced.
Additionally, we tasted the prototypes a couple of times and conducted tastings with Kasaoka Chamber of Commerce and the "Kasaoka Ramen National Expansion Project Promotion Committee."
The promotion committee includes current ramen shop owners.
While there were some harsh opinions, I conveyed both good and harsh feedback directly to Sugakiya Foods.
Ultimately, I feel that the soup is very delicious and that the flavor of Sakamoto style has been successfully reproduced.
Thus, "National Noodle Tour Kasaoka Ramen" was released on May 17, 2021.
There was a huge response after the sale, and enthusiastic fans emerged
What was the response after the release?
Takahashi
There are many voices praising it highly in Kasaoka.
We have received comments like "The soup of that shop I always go to has been reproduced!" and "I'm so happy to be able to eat the taste of my favorite shop at home" at the Chamber of Commerce.
Some people are buying in bulk or purchasing by the box.
There are even enthusiastic fans who have made their own T-shirts printed with the packaging of "National Noodle Tour Kasaoka Ramen" and wear them while purchasing.
Additionally, some people are adjusting the amount of water and time they pour in to enjoy it in their own way.
By the way, the mayor of Kasaoka City also tried it and liked it.
Ishiguro
"National Noodle Tour Kasaoka Ramen" was sold nationwide, excluding Okinawa.
Looking at the numbers, there are areas that are locally popular outside of Kasaoka.
According to a buyer from a retail store with a branch in Okayama Prefecture, we received thank you messages saying "We are very happy that you are focusing on local flavors."
However, I was surprised to hear for the first time about the enthusiastic fans making their own T-shirts (laughs).
We want to improve it so that it can be made into a year-round product from a limited-time product
I would like to hear about future prospects.
Ishiguro
The sale of "National Noodle Tour Kasaoka Ramen" will temporarily end at the end of July 2021.
This is because the sales period did not coincide with the retail store's shelf replacement period.
Therefore, we judged that it would be more effective to sell it sporadically rather than year-round.
However, after actually selling it, we received a response much larger than we had imagined.
At first, I was worried about whether we would meet the expectations of locals and Kasaoka ramen fans, so I was very happy to receive high praise.
Since it was well received, I hope to further brush it up, refine the sales period, and improve it so that it can be sold as a year-round product.
The cup noodle industry is a rapidly changing world.
In that context, Kasaoka ramen is an interesting presence!
Takahashi
I am very grateful to Sugakiya Foods.
We have been working to promote Kasaoka ramen for nearly 20 years (as of the time of the interview).
I believe that receiving this cup noodle proposal is one result of our efforts.
Therefore, it is very moving.
Although it is a limited-time product, I think it has contributed to raising the recognition of Kasaoka ramen and Kasaoka City.
Therefore, I renewed my commitment to continue activities to promote Kasaoka ramen for further recognition of Kasaoka ramen and Kasaoka City.
A dish that reproduces the deep soup unique to Kasaoka ramen
Kasaoka ramen, a local specialty ramen.
It is a delight to be able to eat it as a cup noodle at home.
The soup, which has a simple yet deep flavor of soy sauce and rich chicken umami unique to Kasaoka ramen, is exquisite.
Sales will temporarily end on July 30, 2021, but there is a possibility of revival in the future.
Let's hope for the re-release of "National Noodle Tour Kasaoka Ramen"!
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