Japanese Ramen’s Global Impact and Taishoken’s Legacy

As Japanese cuisine continues to gain worldwide recognition, ramen has emerged as one of its most iconic dishes. Established in 1951 in Nakano, Tokyo, Taishoken is a legendary ramen shop credited with popularizing tsukemen (dipping noodles). Through a unique noren-wake (franchise-like expansion), Taishoken spread across Japan.

Now, the founder’s grandson, Yoshihiro Sakaguchi, has taken the mission a step further by opening the first Taishoken in the U.S., “Taishoken San Mateo.” Bringing over 70 years of tradition to American soil, Sakaguchi is redefining how ramen is perceived and enjoyed in the West.

In this article, we explore his journey, the realities of managing a ramen business in the U.S., and the unique business opportunities that come with globalization.

Meet Yoshihiro Sakaguchi: The Third-Generation Ramen Pioneer

From Salaryman to Italian Cuisine, and Finally Ramen

Sakaguchi’s path to the ramen industry was not a direct one. After graduating from university, he first worked as a salaryman, but quickly realized it wasn’t his calling. He then shifted to the food industry, initially working in an Italian restaurant for three years.

With a growing interest in ramen, he trained at another ramen shop, which later expanded to San Francisco. Sakaguchi took the opportunity to become the first store manager, gaining hands-on experience before ultimately launching “Taishoken America” as an independent business.

Today, he operates three Taishoken locations in the U.S. and continues to evolve his grandfather’s ramen legacy while adapting to a multicultural audience.

Expanding to America: The Challenges of Scaling a Ramen Business

Larger Restaurant Spaces and Bigger Teams

Opening a ramen shop in the U.S. differs significantly from Japan. While many Japanese ramen restaurants operate with a small team of about five people, American locations require a much larger workforce due to their size.

Sakaguchi’s first Taishoken U.S. restaurant seats 70 customers, far larger than typical ramen shops in Japan. As a result, hiring and staff management became one of the biggest challenges.

“At first, it was just me. Then I hired a manager, then part-time staff. Now, each of my restaurants has about 30 employees with three managers per location.”

Additionally, U.S. labor laws are stricter, requiring overtime pay, scheduled breaks, and careful compliance with regulations. These operational complexities add another layer of difficulty when expanding.

Japanese Ramen in the U.S.: A Premium Dining Experience

Higher Pricing and Different Dining Habits

In the U.S., ramen is perceived differently than in Japan. In Japan, it’s often seen as quick, affordable street food, but in America, it’s positioned closer to a premium dining experience.

A bowl of Tsukemen at Taishoken San Mateo costs $21, and with additional taxes, tips, drinks, and desserts, the average check reaches around $30 per person (approximately 4,500 yen).

This contrasts sharply with Japan, where ramen is typically priced between 800 to 1,200 yen ($6–$9).

“Americans treat ramen restaurants like full-service dining spots. They enjoy conversations over meals, making it a completely different experience from Japan, where people eat quickly and leave.”

Cultural Differences: American Expectations vs. Japanese Standards

One of the biggest shocks Sakaguchi faced in the U.S. was the expectation of refunds for unsatisfactory food.

“In Japan, customers rarely complain about taste after eating. But in America, some customers will refuse to pay if they don’t like the food.”

To prevent misunderstandings, Sakaguchi trains his staff to explain tsukemen properly, ensuring customers understand the dish before ordering.

Furthermore, flavor preferences differ significantly between Japan and the U.S.:

• Japanese customers prefer delicate dashi-based shoyu ramen.
• American customers favor richer, stronger flavors like tonkotsu (pork bone broth).

When first introducing tsukemen, many American customers mistakenly poured the dipping sauce over the noodles, highlighting the need for educational marketing.

Overcoming Language Barriers and Workforce Management

Expanding to multiple locations meant managing a diverse, multilingual workforce. Most of Sakaguchi’s kitchen staff are Latin American, while front-of-house staff are a mix of Asian, Latino, and American employees.

“Language barriers made kitchen training difficult. Simple instructions like ‘make the plating look nice’ would result in unexpected outcomes.”

To ensure consistency, Taishoken U.S. uses precise measurement guides and visual references for plating, reducing misunderstandings.

Future Plans: Scaling to a $40 Million Business in 10 Years

Sakaguchi aims to grow Taishoken into a $40 million (approximately ¥60 billion) company within the next decade.

Planned Expansions:

• New locations in Los Angeles, New York, and Texas
• Expansion into café business with Stonemill Matcha
• Supporting other Japanese entrepreneurs entering the U.S. food market

His ultimate vision is to spread Japanese food culture worldwide, while helping other Japanese entrepreneurs succeed overseas.

Final Message: Advice for Aspiring Entrepreneurs

Sakaguchi emphasizes that expanding to the U.S. is not easy.

“People think you can get rich quickly in America, but the reality is tough. I failed many times before succeeding. If you’re considering starting a business in the U.S., be prepared to commit your entire life to it.”

Despite the challenges, he encourages Japanese entrepreneurs to take risks and expand internationally, believing that Japanese food has the power to thrive worldwide.

Frequently Asked Questions (FAQs)

How is Japanese ramen perceived in the U.S.?

In Japan, ramen is considered fast food, but in the U.S., it’s seen as a premium dining experience with a higher price point.

What are the biggest challenges of running a ramen shop in America?

Scaling operations, labor law compliance, workforce management, and educating customers about Japanese food culture.

How much does a bowl of ramen cost in America?

A standard bowl of tsukemen at Taishoken costs $21, and with extras, the average bill is around $30 per person.

Do American customers have different taste preferences?

Yes. Americans prefer stronger, richer flavors like tonkotsu, whereas Japanese customers enjoy delicate dashi-based ramen.

How does Taishoken U.S. train its staff?

They use detailed manuals, step-by-step visuals, and precise ingredient measurements to ensure consistency.

What are Taishoken’s future expansion plans?

Opening locations in Los Angeles, New York, Texas, and growing the Japanese food business sector in the U.S.

Final Thoughts

Yoshihiro Sakaguchi’s journey proves that Japanese ramen culture can thrive globally. By balancing tradition and adaptation, he has successfully brought Taishoken’s 70-year legacy to America and is set to expand even further.

For aspiring entrepreneurs, his story is a testament to the challenges and rewards of global expansion. With the right strategy, patience, and cultural understanding, success is possible.

To learn more about Taishoken’s U.S. locations, menu, and expansion plans, visit their official website: Taishoken USA.

Disclaimer: This article is an English translation of the original content published on the website sogyotecho.jp, which is the parent company of the Founders Guide website. The translation aims to provide information to English-speaking readers while maintaining the essence of the original article. Please note that any discrepancies or inaccuracies in the translation are unintentional. For the most accurate and up-to-date information, kindly refer to the original article in Japanese on sogyotecho.jp