'What are you thinking, opening in Ginza?' A popular ramen shop manager, beloved in Kichijoji for 10 years, makes his move on June 10.

10 Years in Kichijoji: The Store Management Philosophy of the Budouka Manager

'Budouka,' a Tokyo-based Iekei ramen shop, attracts customers who travel from other prefectures just to get a taste. Joji Kono, who led the Kichijoji branch for 10 years, has become something of a celebrity among ramen lovers.

Walk through Kichijoji, and you’ll hear people calling out, 'Hey!' as they pass him. People from all walks of life, from food industry colleagues to office workers, recognize him by name. He has become an indispensable figure in the neighborhood.

While many visit as first-timers drawn by the media buzz, they become regulars after the first spoonful of soup. Eventually, some come not just for the ramen, but specifically to see Mr. Kono.

A Local Celebrity in Kichijoji

Mr. Kono says, 'Our taste is what you’d call the "taste of the common people." But to me, the taste of the common people isn't just about the ramen itself; it includes the service. It’s the atmosphere where phrases like "have a good day" and "welcome back" are exchanged naturally. I believe that’s what makes people want to come back. Of course, I pursue flavor, but I put special effort into customer service.'

'You’re on the clock, pal.' The lessons taught by the master

Their signature flavor—which has built a loyal fanbase for Budouka—is a thick, deep-brown soup made by boiling 300kg of pork bones over high heat. The aroma of the pork bones is enriched by the unique style of each shop.

That alone is enough to attract customers. Yet, what Mr. Kono insisted on more than anything else was service.

'I joined Budouka in my teens, and from the very first day, the master yelled at me. He said, "You’re on the clock during these hours, too. You have to welcome the customers who walk in with a genuine 'irasshaimase' (welcome). That’s how a relationship is established. Don’t take for granted that customers will come to you."'

At first, he thought, 'Give me a break.' But looking around, he saw that the master had a loyal following, with regulars filling the shop multiple times a week. 'I realized, oh, you can actually create that kind of relationship. I honestly wanted to surpass him.'

Cursing and a single 'It’s great.' Years of learning from and being saved by others.

When he was put in charge of making the soup, there were days he was yelled at, told it was 'completely different' or 'not tasty.' There were times he lost heart and distanced himself from his colleagues for a while.

But he didn’t quit. As he listened to each customer’s feedback and repeated the cycle of trial and error, people who supported him began to appear one by one.

'Hearing voices saying "It’s great!" or "It’s become much better" made me really happy.'

Fans began to accumulate little by little. Mr. Kono began visiting local bars, mingling with the neighborhood, and before he knew it, shop owner peers and regulars had become like family. 'It was a period of learning from customers and being saved by them. That gratitude connected directly to my service. I decided to build a shop where I could naturally say "Have a good day," "Welcome back," "See you," and "See you tomorrow"—even to older customers—and where they would say, "We’ll be waiting for you."'

At the end of his 26th year, he became the manager of the Kichijoji branch. In just a few years after joining, the ordinary youth had transformed into a famous manager in the ramen industry.

From Kichijoji to Ginza: A Resolve Infused into a 'Bowl for the Common People.'

'You could be doing fine in Kichijoji, so why Ginza?'

Mr. Kono’s declaration of independence shocked his longtime fans and colleagues. Staying in Kichijoji would have guaranteed success, given his track record and connections. So why leave?

'I feel I achieved results thanks to the support of the master and the people of Kichijoji. However, I wanted to open my own shop someday using the business style I cultivated here. That’s when I learned about "Tranavi," a system that covers the full startup capital and allows independence even in areas where it’s difficult for an individual to open a shop. I was prepared to do it anywhere, so I felt this was the opportunity I was waiting for.'

When Ginza was proposed, Mr. Kono agreed immediately. 'Because I am indebted to Kichijoji, I decided to open independently elsewhere.'

He believes the 'bowl for the common people' and the relationships he built in Kichijoji will translate anywhere. That was the conviction behind his decision. 'Ginza is the most valuable neighborhood everyone knows, right? That’s exactly why I want to create a space there that isn't just for celebrities. I want to build a Ginza that the common man can use on a daily basis. That is my goal.'

He, of course, does not compromise on taste. 'We will combine the濃厚 (rich) tea-colored soup based on Budouka with chicken oil...'