by
Oct 10. 2024
Ramen Shop Sharing Dreams
Symbols and Rituals
Research Methodology
Dr. Yi Zhu of the University of Tsukuba used an anthropological methodology to explore how corporate identity is shaped through ritual practices and symbols at a Japanese Jiro ramen shop, AKI (pseudonym). Located in Cambridge, Massachusetts, this Japanese ramen shop had successfully established brand recognition among locals and operated profitably. AKI embodies a philosophy of sharing dreams among people. Jiro ramen is a large bowl of ramen with substantial quantities of pork chashu, thick noodles, and optional garlic.
For this study, Dr. Zhu conducted fieldwork at the AKI shop in May 2017, collecting data through participant observation and interviews. The research subjects included the manager, regular employees, and volunteers at AKI, totaling five men aged between their 20s and 40s. The researcher focused on how daily ritual practices and symbols at AKI permeate its members and contribute to collective identity formation. Additionally, through participant observation and in-depth interviews, the researcher aimed to understand how deeply the members grasped the philosophy of AKI’s founder, Tanaka (pseudonym).
This study was conducted following three primary patterns of corporate identity as outlined by Cornelissen & Elving (2003). The first pattern pertains to the symbolic external representation of the company, such as logos. At AKI, this pattern is reflected through the physical arrangement and symbolic expressions of the shop. Elements like the blue shop sign, messages related to dreams painted on the walls and chairs, and the table arrangement all reinforce AKI's external identity. These physical symbols reflect Tanaka's philosophy and position AKI as a unique, recognizable identity to the public.
The second pattern involves personifying the organization and empowering individuals within it. At AKI, all members are encouraged to participate in the dream-sharing process and contribute to collective goals. Employees share their dreams during daily briefings and report their progress. AKI’s philosophy strengthens individual empowerment by providing members a platform to express their goals and participate.
The third pattern takes an academic approach, viewing the organization as an organic entity and exploring its culture and values to understand corporate identity. This third pattern is associated with establishing boundaries between insiders and outsiders through ritual practices and symbolic actions. At AKI, identity is strengthened through the dream-sharing ritual and interactions between employees and customers. Customers who finish their ramen and share their dreams receive attention and praise, helping to delineate the boundaries between AKI’s “nakama” (family) and outsiders. AKI establishes an identity that distinguishes between internal members and external individuals through shared ritual practices and symbols.
Tanaka’s Philosophy and Career Path
The founder of AKI, Mr. Tanaka, was born in 1979. After graduating from an elite high school in Japan, he pursued his dream of becoming a comedian in Tokyo. While many of his peers went on to prestigious universities, Mr. Tanaka chose a different path to realize his dream. He worked various part-time jobs and eventually found himself working at a ramen shop. Captivated by the shop’s atmosphere and the taste of ramen, he decided to pursue a career in ramen. After working as a manager at the shop for several years, he opened his ramen shop in Kyoto. Despite multiple failures and re-openings, the shop eventually succeeded. Mr. Tanaka refers to his ramen shop as a "dream workshop" and considers ramen not merely as food but as a tool for sharing and realizing dreams. His philosophy is to help people share their dreams while enjoying ramen, allowing them to experience a sense of accomplishment. He likens the process of achieving one’s dreams to completing a bowl of ramen: challenging yet enjoyable. Additionally, Mr. Tanaka emphasizes building community and sharing dreams through AKI, believing that providing connections and support among people is more important than merely pursuing financial gain.
Physical Layout of AKI
AKI was designed as a sacred space reflecting Tanaka's philosophy, where customers can share their dreams and cooperate. All seats are arranged in a row facing the kitchen, allowing customers to look at the chef as if he were a spiritual leader, sharing dreams akin to a religious ritual. Messages such as "I support your dreams" are written on the backs of chairs, and the walls are adorned with records of customers’ shared dreams, encouraging the fulfillment of those dreams. The process of sharing dreams also follows a specific procedure, where customers must finish their ramen entirely to earn the right to share their dreams. The shop’s interior and exterior design, featuring blue backgrounds with white lettering and various illustrations, emphasizes that sharing dreams is valued over ramen itself. The phrase "Sharing dreams costs 0 yen" on the menu underscores this. These physical layouts and symbols remind customers of the importance of sharing dreams, transforming AKI into a workshop for realizing dreams rather than just a ramen shop.
Dream Sharing and Community Building
The core of Tanaka's philosophy is about sharing dreams and building community. At AKI, the concept of a dream is interchangeable with terms like goal, task, or wish, and it is only after achieving a task that one truly understands if it was what they desired. The AKI dream workshop is a place where people can share their dreams and aspirations, and eating a large bowl of ramen is likened to the process of fulfilling one’s dream. Although sacrifices may be necessary along the way, Tanaka believes that the challenging process itself can be an enjoyable experience. The sacrifices he refers to are the things one must endure to achieve a goal. For example, customers might need to skip snacks or even meals before eating the large Jiro ramen. Moreover, due to the significant amount of garlic in the ramen, one might need to consider the next day’s schedule. Tanaka believes that achieving a goal may require giving up or adjusting aspects of daily life. This philosophy is conveyed to the team through symbolic actions. For instance, Tanaka once got down on his knees to scrub the shop floor, which was not just an act of cleaning but a symbolic gesture demonstrating humility and responsibility. Inspired by Tanaka’s actions, team members also took part in cleaning the shop together, strengthening their teamwork.
Daily Briefings and Interactions with Customers
AKI’s corporate identity is shaped by daily briefings (chorei) among members and interactions when customers share their dreams. The briefing is a ritualistic practice held daily, where members gather to share their daily, monthly, and annual goals and dreams. Members discuss their goals and progress, which helps strengthen bonds and deepen Tanaka’s philosophy. Additionally, regular physical activities (e.g., push-ups) are part of the briefing, alongside task assignments, creating an environment where members support and grow together as a team. This ritual is more than just a meeting; it is a process where members remind themselves of their dreams and strive together to achieve them, serving as a fundamental aspect of AKI’s unique identity.
Dream Sharing as a Psychological Stimulus for Customers
The act of sharing dreams at AKI provides psychological stimulation for customers. While customers can autonomously choose to share their dreams, they must finish their ramen completely, including the broth, to earn this right. After finishing, customers can decide whether to share their dreams or leave the shop. If they choose to share, they face the kitchen and speak about their dreams, receiving positive responses and encouragement from the kitchen staff. However, those who leave without sharing receive no special reaction. The contrasting reactions of AKI’s team may sometimes leave those who do not share feeling uncomfortable or guilty, fostering a natural motivation for customers to seek a sense of belonging within the community. The requirement to finish the ramen to share dreams challenges customers and gives them a sense of achievement, stimulating a desire to become part of the community. This process reinforces AKI’s identity of "dream sharing" and provides customers with greater satisfaction.
Formation of AKI's identity
The identity of AKI is shaped through the philosophy of its founder, Tanaka, and the ritualistic practices based on it. Tanaka places core importance on sharing dreams and building a community. This goes beyond simple cooperation and includes a process where members observe each other’s dreams and provide positive pressure. Tanaka's frustration with the reality that young generations lose hope after entering society is a crucial factor shaping his philosophy. Through this, he aims to help young people find new hope. AKI serves as a sacred space that reflects Tanaka’s philosophy through its store layout and symbols, encouraging customers to share their dreams by equating the process of fulfilling a dream with finishing a bowl of jiro ramen. In particular, ritual practices such as briefing sessions provide significant opportunities for members to share their dreams and receive feedback, thus strengthening internal cohesion. Within this process, autonomy and control coexist. Members can freely share their dreams, but the process is normatively managed and monitored. The identity of AKI is further solidified through interactions with customers. While all customers have the right to share their dreams, only those who have finished their ramen completely are eligible to do so. Customers who do not share their dreams often feel a sense of guilt, and this environment serves to informally pressure customers to voluntarily share their dreams. Through this, AKI breaks down boundaries between customers and members, reinforcing internal cohesion and establishing an external identity.
Implications of AKI Cases
