Branding Japanese ramen in Hong Kong

Abstract

This research explores the relationship between the mode of ownership of Japanese ramen restaurants and their merchandising of Japanese ramen in Hong Kong through menu analysis. The research examines how Japanese ramen restaurants with different modes of ownership merchandise Japanese ramen. Previous studies have explored various aspects of the globalization of Japanese food culture in Hong Kong, such as globalization, localization, and the overseas expansion of Japanese restaurants. However, these discussions do not include a detailed analysis of the relationship between the modes of ownership of Japanese ramen restaurants and their merchandising strategies. This research begins by examining the dimensions of the transnational flows of Japanese culture and their impact on Hong Kong society. It explores how these flows have influenced the evolving image of Japan and the Japanese foodscape in Hong Kong and then examines the development of Japanese ramen culture in the city. The study continues with an analysis of the current locations and ownership patterns of Japanese ramen restaurants. This research explores the relationship between the mode of ownership of Japanese ramen restaurants and their merchandising of Japanese ramen in Hong Kong. By analyzing the menus of Japanese ramen restaurants of different modes of ownership, the research investigates how these restaurants modify the basic components of Japanese ramen—soup, flavouring, noodles, and toppings—according to local contexts. These strategies reveal how Japanese cultural elements have been mediated by local contexts. Moreover, the research delves into how Japanese ramen restaurants with different modes of ownership, as cultural intermediaries, create a sense of authenticity. This research contributes to the understanding of the globalization of Japanese food culture, particularly Japanese ramen culture, by examining the relationship between the mode of ownership of a Japanese ramen restaurant and its merchandising of Japanese ramen in Hong Kong. It considers how local contexts mediate Japanese cultural elements and investigates the concept of ‘authenticity’ in culinary culture, illustrating how Japanese ramen restaurants with different modes of ownership serve as cultural intermediaries to create a sense of authenticity.