NOODLES OVER 4,000 YEARS - Yamato Manufacturing Co., Ltd.

What has changed about noodles over 4,000 years, and what has stayed the same?

The World Noodle Culture Institute: the fourth theory

I am Rocky Fuji, a founder of Yamato MFG.

In my previous article, I discussed the hypothesis that “The essence of noodles is Evolution”.

Noodles are a food with a long history of approximately 4000 years.

So, over that long period of time, what has changed about noodles over 4,000 years, and what has stayed the same?

I believe that this question contains the most important clues for thinking about the future of the noodle business.

Noodles have continued to evolve

When we look around the world, we can see that noodles have evolved into remarkably diverse forms.

In China – Lamian.

In Japan – Udon, Soba, & Ramen.

In Italy – Pasta.

In Vietnam – Pho.

In Thailand – Kuaitiao.

In Korea –Naengmyeon.

Although all of them belong to the same category of “noodles” their shapes, ingredients, ways of eating, flavors, and textures differ depending on the country and region.

Furthermore, in modern times, the evolution of noodles is expanding even further.

Whole-wheat noodles
Gluten-free noodles
High-protein noodles
Plant-based noodles
Low-carb noodles
Frozen noodles
Noodles suited for delivery

Noodles have continued to change their form to adapt to the culture of each era and region, health-consciousness, and lifestyles.

This is Evolution.

Noodles have not survived in their original forms.

They have continued to be eaten around the world precisely because they have continued to change.

But there are things that have not changed

On the other hand, there are things that have not changed over 4,000 years.

That is the joy of feeling that something is “delicious” when people eat noodles.

People want to feel satisfied when they eat noodles.
They want to feel happy.
They want to want to eat them again.
They want to retain pleasant memories of the meal.

This essence has not changed significantly, even as times and countries have changed.

And one major element supporting that joy is texture.

The way noodles feel as they go down the throat
Chewiness
A pleasantly springy texture
Elasticity
The way they break when bitten
Smoothness
The pleasant sensation when chewing

Preferences differ from country to country. The texture of noodles people seek also differs from region to region.

However, the fundamental desire for a pleasant texture has not changed. I believe this is where the Root, or the fundamental essence, of noodles lies.

What changes and what does not

Noodles have always changed.

The ingredients have changed
The production methods have changed
The shapes have changed
The ways of eating them have changed
The ways they are served have changed

However, giving people the feeling that noodles are “delicious” and making them want to eat them again, as well as the value placed on texture at the heart of that experience, have not changed.

In other words, noodle culture has not changed completely.

Only things that could be changed have changed.

But the essence that should not be changed has been preserved.

I believe that is precisely why noodles have survived around the world for 4000 years.

Successful noodle brands are the same

When we look at successful noodle brands around the world, we can clearly see the same principle.

MARUGAME SEIMEN

Marugame Seimen has continued to preserve the value of “freshly made, freshly boiled, freshly served”.

At the same time, it adapts its menus and product offerings to the food culture of each country and region.

Protect what should not be changed
Change what should be changed

I believe this balance is what supports its global expansion.

IPPUDO

It has not changed its Root: the aesthetics of Hakata ramen, the atmosphere of its restaurants, and the brand experience. However, in the markets outside Japan it has been developing products and restaurants tailored to local customers.

In other words, while the Root was protected the Evolution has continued. Isn’t this very coexistence what makes these brands supported around the world?

The World Noodle Culture Institute: the fourth theory

I have come to see one principle through the history of noodle culture. Noodles that have survived for 4000 years have continued their Evolution while protecting their Root.

This is not only a story about noodle culture. I believe it is also a principle that can be directly applied to the noodle business of the future.

There are things that should be changed. There are things that should not be changed.

Isn’t being able to distinguish between the two the ability most required of a business owner? It is important to change in response to trends and changing conditions.

However, if you adapt too much to trends and lose your roots, what makes your restaurant unique will disappear.

Conversely, if you change nothing you will be left behind by the times. That is why we must protect the roots. And continue to evolve. This balance is what matters.