How Taste and Preference Evolve (Part 5) ~ Seeds of Marketing 76

The Rise of Ramen and the Shifts in Everyday Life

It’s Not Just About Marketing

The growing popularity of ramen in Hong Kong isn’t something that can be explained by clever marketing alone. Of course, well-crafted branding, eye-catching presentation on social media, and limited-time seasonal menus have all played a role. But more than that, what really matters is the change on the consumer’s side.

In other words, the tastes and lifestyles of Hongkongers themselves have evolved. 🍜

From “Too Salty” to “Should I Go with Tonkotsu Today?”

Not too long ago, Japanese food was often viewed in Hong Kong as too salty or too rich, and many people avoided it for those reasons. But now? Ramen shops are everywhere. It’s totally normal to see someone grabbing a bowl during their lunch break, or finishing the night with a warm bowl of noodles. This shift didn’t just happen by chance. It reflects a growing exposure to Japanese cuisine, as well as a more diverse and adaptable sense of taste among local diners. ✨

Taste Isn’t Set in Stone

We often assume that “taste is personal” or that “some flavors just don’t suit certain cultures.” But in reality, taste and food culture evolve gradually—shaped by changes in lifestyle, exposure, and time. Work routines, dining habits, information from social media, and travel experiences— these daily elements all contribute to tiny moments of change: “I’ll give it a try.” “Actually… this is pretty good.” Over time, those small shifts accumulate into new food norms. 😊

Ramen as a Mirror of Cultural Flexibility

The popularity of ramen in Hong Kong isn’t just about food—it’s a reflection of changing habits, evolving preferences, and a society’s openness to foreign cultures. A dish that was once dismissed as “too salty” has become something people actively choose— “Am I in the mood for miso today? Or maybe tonkotsu?” Behind that simple decision lies a deeper story: social transformation and a shift in how people relate to the world around them. In every bowl of ramen, there may be more than just broth and noodles— perhaps there’s a subtle trace of cultural change, and the flow of time itself. (The End)