Abura Soba’ Rises as a Savior Amid Soaring Ramen Prices

Ramen “1,000-yen barrier” crumbles: ……

For a long time, the ramen industry has been known by the phrase “1,000-yen barrier. It is a common belief in the industry that if the price of a bowl of ramen exceeds 1,000 yen, the number of customers will drop off. In recent years, however, the number of ramen stores with prices that exceed this “barrier” has been increasing due to the rising costs of raw materials and labor, and it is not unusual to find ramen priced at ¥1,000 or more. Some restaurants are even offering premium ramen for several thousand yen.

Against this backdrop, “aburosoba,” which offers good cost-performance and typicity, as well as the pleasure of customization, is gaining popularity, especially among young people and students.

Reasons for the Rapid Increase in Central Tokyo

The history of aburasoba dates back to the 1950s. As a “soupless ramen” that originated in the Tama and Musashino areas of Tokyo, it has played an important role in ramen culture. Instead of soup, the noodles are tossed in a soy sauce-based sauce and seasonings such as vinegar and raayu (Chinese chili oil) are used to change the flavor.

This customizability has gained support, and its popularity has now spread nationwide. Each restaurant offers different variations of toppings and tare, and there is no end to the number of repeat customers because they never get tired of it. Many restaurants offer both regular and large portions at the same price, and the generous portions are one of the reasons why many fans in the student and downtown areas love this dish.

The hot areas for aburasoba are Shibuya, Ikebukuro, and the Takadanobaba-Waseda line in central Tokyo.

These are terminal stations served by several private railways, and there are also many universities, vocational schools, and high schools. These are areas where inexpensive, hearty meals out are in demand, especially among students.

A list of aburasoba restaurants in these areas on the ramen information website “Ramen Database” shows that within 500m of the station there are 7 restaurants in Shibuya, 6 in Ikebukuro, and 5 in Takadanobaba that offer “aburasoba” as the mainstay of their menus.

Takadanobaba, in particular, had 10 stores if the Waseda area was included, and there were a large variety of specialty stores. These areas are truly some of the most “oil-field” or “oil-soba hot-spring battlegrounds” in Tokyo.

Why “Aburasoba” is the savior of young people

Let us take a look at the strong points of aburasoba.

◇1. Enjoyment and freedom of customization

The appeal of aburasoba comes from the freedom to change the flavor to your liking by using basic seasonings such as vinegar and raayu (Chinese chili oil). Depending on one’s appetite and mood, toppings such as chashu pork and half-boiled egg can be added, while garlic sauce and mayonnaise, which are unique to each restaurant, can be used to change the flavor. This wide range of customization is the reason why customers never get tired of coming back again and again.

◇2_Good cost performance

The fact that even a regular portion of noodles weighs about 200 grams and that many restaurants charge the same price for both a regular and a large portion is a big attraction, and since it costs less than 1,000 yen, it is a strong ally for young people even in these days of rising prices.

◇3_Good value for money

Since aburasoba has no soup and does not require a long boiling time like tsukemen, it is served quickly and can be eaten quickly. With an increasing number of universities adopting a 100-minute class schedule and a trend toward shorter lunch breaks, abura-soba, which allows students to eat well in a short period of time, meets the needs of today’s university students.