/PRZWT/SHANDONG, Sept. 13, 2024 - In the increasingly competitive food and beverage industry, how to capture consumers' taste buds for a long time has become a compulsory subject for every veteran food and beverage company. Ajisen Ramen, a brand that has been cultivated in China for 28 years, has embarked on a new journey with innovation as the driving force while sticking to its original intention of "a good bowl of noodle soup".
In September this year, Ajisen Ramen joined hands with three international "Michelin" star chefs to jointly develop and launch three new ramen noodles in the Chinese market. This innovative product strategy has won wide attention in the market with "innovation + quality and price ratio".
New product launch, bringing consumers a new taste bud experience
For a food and beverage company, products are the soul of its brand. This time, Ajisen Ramen joined forces with Toshiyuki Yamamoto, the head of Japan's "Michelin" one-star ramen shop, and David Guzman and Lin Zhihui, three star chefs. They jointly launched Snow Crab Emperor Ramen, Supreme Dolphin King Pig Cartilage Ramen, and Large-grain Demon King Beef Brisket Ramen. Three star chef ramen.
Among them, the Snow Crab Emperor Ramen is particularly eye-catching. This ramen is added with half a Russian Snow Crab, which is fresh and sweet. The soup is carefully prepared by Yamamoto Atsushi, and is made from seven kinds of ingredients such as sweet shrimp, clams, and dried fish. It is also matched with the classic char siu elements of Ajisen and black truffles, which show the core element of "fresh" vividly.
Recently, Aizen joined hands with young actor and singer Aizen tasting officer Gao Qingchen, Aizen (China) Holdings Co., Ltd. Founder and manager of Tokyo Michelin one-star ramen restaurant "Golden is better than home", and Aizen chief chef Mr. Atsuyuki Yamamoto attended the event to bring consumers a new experience of three new products.
"This collaboration has been a very good experience," Mr. Yamamoto said. "Ajisen has given me a lot of creative space, fully supported my creative philosophy, and looks forward to more opportunities for collaboration in the future to bring more new flavors to Chinese consumers."
Despite the "Michelin" halo, the prices of these three new products are still affordable, at 39 yuan, 59 yuan and 79 yuan respectively. According to Weizhan, "Michelin" Star Chef's pursuit of taste, attention to ingredients, and the core of consumer supremacy coincide with Weizhan's philosophy. This cooperation is just the beginning, and more new products will be launched in the future, hoping to bring consumers a better quality and cost-effective experience, so that consumers can eat higher quality, richer and more delicious ramen noodles at the same price.
Deeply cultivate the Chinese market and lead the new trend of Japanese ramen
Since its establishment in 1968, Ajisen Ramen has always focused on the ultimate taste and pure flavor of each bowl of ramen. With bowls of hot big bone soup ramen noodles, it has successfully conquered the taste buds of diners all over the world, becoming a familiar and warm food imprint in the hearts of many diners.
In 1996, Ajisen Ramen took root in the Chinese market. With its unique taste and excellent quality, Ajisen Ramen quickly rose to become a leader in the Chinese chain restaurant industry, and at the same time continued to expand in other countries around the world, leading a new trend of Japanese Ramen.
Pan Wei, founder, chairperson and chief executive of Weiqian (China) Holdings Co., Ltd., said: "I visited many cities in China at that time, and finally decided to root Weiqian China in Huaihai Middle Road, Huangpu District, Shanghai, because it has a unique business atmosphere and the best soil for the development of foreign-funded enterprises." Starting from Huaihai Middle Road, for 28 years, Weiqian China has deeply cultivated the domestic market, and now has more than 500 stores nationwide, covering 15 countries on 5 continents, and has more than 120 cities.
In Pan Wei's opinion, only by ensuring the consistent quality and flavor of each bowl of ramen noodles is the foundation for long-term development. As early as 2012, Weiqian China began to take the lead in deploying central kitchens, becoming one of the earliest catering brands in China to set up standardized direct-operated stores. At present, Weiqian China has opened five factories in Shanghai, Dongguan, Tianjin, Chengdu and Wuhan. These factories have abundant production capacity and can cover nine regions of the country to meet the supply demand of stores across the country.
At the same time, food safety is the bottom line that the catering industry must maintain. To this end, Ajisen Ramen has established a strict food safety management system, starting from the procurement of raw materials, processing, production, storage, transportation, and finally the final product is served. The whole chain of monitoring ensures that every link meets strict food safety standards.
With its outstanding performance in the Chinese market and extensive layout in the global market, Ajisen China has recently won the authoritative certification of "the world's first noodle restaurant brand - based on direct-operated stores" issued by Euromonitor, an internationally renowned research institution. This honor is not only a recognition of the strength of Ajisen's ramen brand, but also a recognition of its deep cultivation and continuous innovation and development in the Chinese market.
"It is precisely because of the huge Chinese market and the high-quality business environment here that we can achieve this honor. Therefore, we will continue to increase our investment in China." Pan Wei revealed that 100 new stores are planned to open this year, bringing new taste buds surprises and satisfaction to Chinese diners. In the future, Weiqian China will continue to adhere to the spirit of ingenuity and uphold the vision of "letting customers all over the world taste a bowl of good ramen noodles", and continue to explore and innovate to bring more delicious, healthy and unique dining experiences to diners around the world.
