Asian food and culture, from anime to K-Pop, continues to gain strength internationally, and it follows that players in this sector are active in licensing, collaborations, and promotional deals. A case in point: Ramen restaurants, which have slowly been raising their profile as participants in tie-ins with licensed entertainment properties.
A few examples of ramen chains located outside of Japan that have forged promotional relationships with anime or anime-inspired properties include the following:
- This month, London-based chain Ramen Yokochu partnered with digital pop star Hatsune Miku, represented in the U.K. for licensing by agency Reemsborko. The initiative centers on a meal including specially created tonkotsu ramen, paired with one of a selection of teal-colored drinks and a mochi donut stack imprinted with an image of the character. Restaurant décor and a line of merchandise including tote bags are also part of the promotion. Separately, the U.K. locations of Shoryu Ramen, which also has shops in Japan, collaborated with the holographic-anime singer in 2021 for a DIY ramen kit.
- Toronto ramen chain Sansotei Ramen partnered with 13AM Games of Toronto for a collaboration tied to the Japanese-inspired video game Dawn of the Monsters, which features giant monsters known as kaiju. The promotion featured a limited-edition menu item inspired by the game’s main character, Megadon, contests with prizes such as game codes and action figures, and giveaways including custom Dawn of the Monsters comic books.
- In the most extensive tie-in of this sort, the first Ichiraku Ramen restaurant opened in Shanghai in 2019. The location brings the fictional ramen shop at the heart of the anime series Naruto to life in the real world. It is located at the Global Harbor shopping mall and its food and décor replicate the look and feel of the on-screen location. It also sells Naruto merchandise.
Of course the practice of ramen chains pairing with entertainment properties, of both Japanese and western origin, is commonplace in Japan. To name a few examples: Tenkaippin, based in Kyoto, paired with the anime Fairy Tail Dragon Cry (as did other restaurant chains including the buffet restaurant Sweets Paradise, internet café Jiqoo, and yakiniku (grilled meat) brand Anrakutei). Ramen e-commerce site Takumen has been a long-time tie-in partner with anime properties such as New Game!!, The Heroic Legend of Arslan, Is The Order a Rabbit?, and Psycho-Pass, while Kourakuen has partnered with the likes of Hello Kitty. Global ramen chain Ippudo has tied in with properties including Marvel and the movie sequel Men in Black: International in its Japanese stores.
In each of these examples involving Japanese ramen shops, character-themed bowls were available to take home as part of the meal purchase and/or offered for purchase separately. The tie-ins also typically include décor, giveaways like folders, and themed menu items including specially created ramen recipes.
Sushi restaurants are also a growing presence globally, and some of those chains are also active in promotional tie-ins with licensed characters. Kura Sushi USA, for example, ran a promotion featuring the DC Super Heroes in August of this year, featuring a collection of capsule toys available in its bikkura pon prize machines; it has done similar promotions with My Hero Academia, Demon Slayer, Tokidoki, We Bare Bears, and other properties in the past.
And in Japan, where such chains are active promotional partners, Sushiro, a conveyor-belt sushi restaurant (similar in format to Kura), paired with Haikyu!! this August and September in a tie-in that included premiums and menu items. Kura’s Japanese locations, meanwhile, have paired with Sanrio characters such as Cinnamoroll, among others.
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