Hong Kong branch of Chiikawa-themed ramen chain to open on Saturday

The first overseas branch of a Chiikawa-themed ramen restaurant chain will open this week in Hong Kong, with its operator betting on the Japanese manga character’s strong fan base and customers’ desire for novel dining experiences despite the current slump in the city’s catering sector.

Chiikawa Ramen Buta will launch in Mong Kok on August 16, bucking a wave of restaurant closures in Hong Kong in recent months. But all seats at the eatery for its first two weeks were fully booked even before its opening day.

The new restaurant is part of a bigger campaign in the city on Chiikawa. The term means “small and cute” in Japanese and is the name of the titular mouse-like character created by manga artist Nagano.

Located on the 12th floor of Langham Place in Mong Kok, the eatery has 87 seats, making it larger than the four existing branches in Japan.

“We believe it is something unique to the market,” said Willie Hu, co-founder of Flames Concepts, a restaurant operator that collaborated with the Japanese department store company Parco to launch the eatery.

“With this project, we recognise the fan base and the attractions beyond the food. People come here more for the experiences.”