Why Tourists Always Go To Ichiran In Japan And Why Many Locals Think It’s Overrated

What Is Ichiran In Japan

For anyone who has visited Tokyo, Osaka, or Fukuoka, the sight of Ichiran’s bright red and green logo is hard to miss. Ichiran in Japan is a ramen chain that specializes in tonkotsu (pork bone) ramen, originally from Fukuoka. It is most famous for its unique dining setup: single-person booths called “flavor concentration booths,” where customers eat in solitude without distractions. Orders are placed using a ticket machine, and diners can customize every detail of their ramen, from noodle firmness to broth richness. Staff serve the ramen through a small curtain, ensuring minimal interaction.

This concept has become a major draw for tourists. The booth system feels unusual compared to typical restaurants, making Ichiran in Japan feel like a cultural experience as much as a meal.

Why Tourists Love Ichiran

One of the main reasons Ichiran in Japan is so popular among tourists is accessibility. For first-time visitors, the idea of ordering ramen in a country where English menus aren’t always available can be intimidating. Ichiran solves this problem with simple ordering sheets available in multiple languages, making it easy to customize and enjoy ramen without worrying about miscommunication.

The branding of Ichiran in Japan also adds to its appeal. Online travel guides, YouTube vlogs, and social media constantly highlight it as a must-visit spot, which builds hype. Long lines outside Ichiran locations reinforce the idea that it must be special. For many tourists, visiting Ichiran becomes part of the “Japan checklist,” alongside sushi, shrines, and Tokyo Tower.

The Hype Versus Reality

While tourists often rave about the experience, many locals feel that Ichiran in Japan is overrated. The ramen is consistent, but it is also standardized. Unlike small, independently owned ramen shops where the broth may be simmered for hours with unique family recipes, Ichiran focuses on efficiency and mass production. This can make the flavors feel less authentic or less adventurous to people who are passionate about ramen culture.

In addition, the price of Ichiran in Japan is relatively high compared to local ramen shops. A standard bowl of ramen at Ichiran can cost more than 1,000 yen, while many neighborhood ramen spots serve hearty bowls for 700 to 900 yen, often with more generous toppings. Locals know they can get more value and variety elsewhere.

Why Many Japanese People Skip Ichiran

For Japanese people who eat ramen regularly, Ichiran is rarely the first choice. Part of the reason is cultural. Ramen in Japan is deeply tied to local identity, with every region boasting its own style Sapporo miso ramen, Hakata tonkotsu ramen, Tokyo shoyu ramen, and more. Many Japanese prefer to support small neighborhood shops where the ramen reflects local traditions and where the chefs put their personal touch into the dish.

Another reason is the booth system itself. While tourists find it novel, many Japanese don’t see it as special. Ramen is often enjoyed socially, either with friends after a night out or during lunch breaks with coworkers. The isolated booth format can feel unnecessary when eating alone is already common and accepted in Japan. For locals, Ichiran in Japan doesn’t offer much beyond convenience, and that convenience is outweighed by the long lines of tourists.

What Real Ramen Lovers Think

Among dedicated ramen fans, Ichiran in Japan is often seen as a “beginner’s ramen.” It introduces newcomers to the idea of tonkotsu broth but lacks the complexity found in more specialized shops. Serious ramen enthusiasts prefer places like Ramen Jiro for its massive portions and bold garlic flavor, or small Tokyo shops like Nakiryu and Tsuta, both of which have earned Michelin recognition.

These fans argue that ramen culture in Japan is about discovery and variety. Each shop has its own character, whether it’s the thickness of the noodles, the depth of the broth, or the creativity of toppings. Ichiran, by contrast, offers the same taste no matter where you go. For those who see ramen as an art form, that uniformity makes it uninteresting.

Why Ichiran Became A Tourist Magnet

Even though many locals avoid it, Ichiran in Japan has cleverly positioned itself for the tourist market. The chain invests heavily in marketing, with strong visibility online and in guidebooks. Its branches are often located in busy districts near train stations, nightlife areas, and popular sightseeing spots, making them easy to find.

The 24-hour operating hours of many Ichiran locations also add to their appeal. Tourists exploring Tokyo late at night or arriving in Osaka after a long flight can always count on Ichiran being open. This convenience plays a big role in making it a go-to choice for travelers who may not want to navigate smaller, harder-to-find ramen shops.

Is Ichiran Worth Visiting?

Whether Ichiran in Japan is worth visiting depends on what you are looking for. For tourists who want an easy introduction to ramen without language barriers, Ichiran provides exactly that. The booth system, customizable order sheets, and reliable flavor make it a safe choice. It’s also fun for travelers to share the experience online, since the brand has become a recognizable symbol of ramen culture abroad.

However, for anyone who wants to dive deeper into Japanese food culture, Ichiran is not the best option. There are countless ramen shops across the country that offer more exciting flavors, better value, and a more authentic atmosphere. Skipping Ichiran in Japan in favor of a small family-owned shop might actually provide a richer memory of what Japanese ramen culture is truly about.

The Balance Between Hype And Authenticity

The popularity of Ichiran highlights a larger question about food tourism in Japan. Should visitors focus on convenience and big-name chains, or should they seek out local, lesser-known spots? While Ichiran in Japan has built a reputation as a must-visit ramen shop, the reality is that it represents only a small slice of the ramen world.

For travelers who only have a short time in Japan, Ichiran might be enough. But those with a bit more curiosity will find that some of the best ramen experiences come from wandering into a tiny shop with no English menu, where the flavors speak for themselves.

Conclusion

Ichiran in Japan has earned its place as one of the most visited ramen chains by tourists. Its unique booth system, convenient locations, and clear branding make it easy to understand why visitors flock there. But for locals and ramen lovers, it is often seen as overrated — a safe, predictable option that lacks the depth and character of Japan’s rich ramen culture.

For anyone traveling to Japan, Ichiran can be a fun stop, but it should not be the only ramen experience. To truly understand ramen and why it matters so much in Japanese culture, it’s worth stepping away from the long lines and into the small shops where passion, tradition, and creativity come together in every bowl.