How Taste and Preference Evolve (Part 4) ~Seeds of Marketing 75

What Ramen Can Teach Us About Changing Palates and Habits

“Too salty” is a thing of the past? There was a time when Japanese ramen was seen by some in Hong Kong as too rich, too oily, or simply too salty. But now, it’s not unusual to meet locals who enjoy ramen several times a month. 🍜

This shift isn’t just a fleeting trend. It signals a deeper transformation in taste preferences and eating habits. Hongkongers’ palates are evolving—becoming more open to diverse flavors and cultural influences.

What the Second Ramen Boom Brought

Major Japanese ramen chains like Ippudo, Ichiran, and Butao began expanding seriously into Hong Kong during what could be called the second ramen boom. What’s notable is that their approach was not to localize, but rather to deliver the authentic Japanese flavor, unchanged. Surprisingly, this unaltered richness—deep broths, bold saltiness, and fatty depth—was not only accepted but celebrated. That success speaks volumes about the shifting palate of Hong Kong consumers.

It Wasn’t the Ramen That Changed—It Was the People

At the heart of this story lies a key insight: Ramen didn’t become “Hong Kong-style”— Hongkongers grew to understand and appreciate Japanese ramen for what it is. The full-bodied soups, the punch of salt, the umami-laden oils— Far from being “too heavy,” these elements are now often described as authentic, even addictive. This reflects more than just a change in taste— it’s a sign of a growing openness to global flavors.

Taste as a Barometer of Cultural Acceptance

The success of Japanese ramen in Hong Kong is rooted in two things: a transformed palate, and a willingness to embrace foreign food cultures. Ramen’s popularity is a vivid example of how eating habits evolve alongside cultural integration. ✨ Food is more than nourishment—it reflects a community’s values, openness, and identity. The rise of ramen in Hong Kong may well be a small but powerful chapter in the story of globalization told through taste. (To be continued)