Japan Diary: Tokyo Owl Cafe. So Magical.

Last month in Tokyo, in between one bowl of ramen and the next, Ramen Chemistry stopped by an "owl cafe."  It was possibly the most amazing hour we've spent.  Like ever.  Words like "transcendent" and "magical" come to mind.  You'd be forgiven for thinking I'm given to hyperbole, but let me be clear:  this is no exaggeration.  The owl cafe is a parallel plane on which Japanese sensibilities fuse with live owls, and it's completely hands-on.  Could anything be more fucking awesome?  Obviously not.  

Small Owl Area.  Behind are two owls taking the day off.  Left one is on a diet and is "cranky."

Small Owl Area.  Behind are two owls taking the day off.  Left one is on a diet and is "cranky."

Five days a week, at 1:00 p.m., curious customers line up in front of Fukuro no Mise (literally "Owl Show"), one of Tokyo's animal cafes.  The cafe's exterior is completely unassuming, just a space on the first floor of some anonymous apartment block in the vast urban expanse of Tokyo.  Its identity is marked by a small fence, which creates a buffer space around the entrance, and an assortment of owl images stuck on the window.  Reservations are taken at 1:00 for hour-long blocks later that day, the first of which doesn't start until 2:00, an hour later.  Once the reservations are made, everyone is reabsorbed into Tokyo until returning at each's appointed time.  

Entering the owl cafe feels like stepping through a portal into a another dimension.  Once through, we found ourselves in a little and very crowded room, the size of a small studio apartment.  Ikea owl curtains kept the space in relative darkness, even in midday.  Immediately inside the door, five large owls sat tethered to a long perch, at the end of which sat a barn owl on a concrete pedestal.  

Another perch (with 2 midsize owls) sat perpendicular to the first, separating the large owl area from the small owl area (seated apart because the large ones might harm the small ones).  Here sat seven tiny owls on a long perch, with a few more owls sitting off to the side, taking a day off from being manhandled by delighted young Japanese girls and foreign tourists.  The walls were covered in a wild assortment of random crap and owl kitsch.  

Three owl handlers-baristas directed the thirteen customers, each having paid ¥2000 (a bit over $15) for admission, to a little circle of seats around a coffee table.  After each customer submitted a drink order, a handler gave a short demonstration, then liberated us to wander around in very close quarters and hang out with the owls.  

Not only were we free to pet any of the owls but, upon request, the handlers would place your owl of choice on your arm or shoulder.  You could walk around with them, and you could hold as many owls as you wanted over the course of 40 minutes or so.  The handlers spent the entire time moving owls from one person to another.  We each held around five owls.  At some point, the group's drink order was placed on the coffee table.  Not a single person touched the drinks (mostly hot tea) that were served; nobody wanted to compromise a second of their owl time.  The only exceptions were me and Hiroko.  Our view is that, if we could drink beer while holding owls, why in the world wouldn't we?   

The customers seemed uniformly transfixed and amazed by this bizarre experience, confined for an hour in a tiny room with sixteen people and seventeen owls.  Cameras and smartphones (ours included) were out everywhere.  As the hour drew to a close, we returned the owls to their perches and sat down to consume the drinks, some thirty minutes after they were served.  Time was short and we were forced to pound the rest of our beers; the practical reality being that it's hard to seriously consume beer when you have an owl on one hand and a camera in the other.  Before we left this urban owl cave, the handlers gave us owl souvenirs.  I got a stuffed purple owl on a string.

If you're wondering, the owls were great.  Completely serene; accepting, and even seeming to appreciate, affection.  They were lighter than we expected.  We were exhausted and jet-lagged that day, pretty run down, but the owl experience acted like some curative force, really holding us in the moment and surprising us with how quickly the hour passed.     

There are apparently a few of these places in Tokyo.  The one we went to was the first, and supposedly is the best experience.  The Japanese have a lot of these kinds of things; cat cafes, reptile cafes, falcon cafes.  These animal cafes seem to be catching on outside of Japan.  Here in Oakland, we have a cat cafe, and a few months ago a pop-up owl cafe opened briefly in London.  

So I'll close by saying that we need to have an owl cafe here in the U.S., preferably here in Oakland/Berkeley so that I can be among the owls again, as soon as possible.  But I doubt that this kind of setup--birds, drinks, together--would fly with American health departments.  The owls do shit on the floor periodically, gloved handlers swooping in with paper towels to clean up the mess.  

Shiba Ramen Has a Space! Emeryville Public Market

Big News this week for Shiba Ramen!  After six months of hard work, we closed a deal to open later this year in Emeryville's redeveloped Public Market.  We'll be part of a newly renovated international food hall, featuring a ton of new and diverse food concepts.  There will be around 15 new food kiosks, a few vendors housed in outfitted shipping containers, and a couple of anchor restaurants.  There are a few pre-existing tenants (Urban Outfitters, Guitar Center, Peet's, Hot Italian).  Long-term plans for the project include expansive new retail and residential space.  

There is a serious unmet need that the Public Market is going to fill.  Emeryville has tons of retail (Ikea! Home Depot!), corporate offices, and multifamily residential.  But there's practically nothing to eat there, setting aside a few chain restaurants and Swedish meatballs.  I think this place is going to have a lot of energy, so it's a good launching pad for Shiba Ramen.  And, I'm happy to say, the Public Market's kiosk model fits nicely with our no-tipping policy.  

 

Right now, we're in the midst of the design and architectural process for our space.  Then we're off to permitting and on the hunt for general contractors.  We'll be doing our buildout later this summer.  I'll write all about the process here at Ramen Chemistry.  Here and here are links to press reports of our joining the Public Market, and here and here are reports about the Public Market project.  

Ramen Chemistry's Japan Diary: The Ramen Scene

Our flight took off from Narita an hour ago. Ramen Chemistry is heading back to Oakland after six nonstop days of Japan. Seven ramen restaurants, thirteen different ramens tasted, two sushi dinners, one sushi breakfast, and plenty of culinary exotica consumed, the most foreign—and the most delicious—being shirako soft roe, sacks of fish sperm (shirako means “white children”) in ponzu sauce. Copious amounts of beer and sake were downed in the process. And we had breakfast at Denny’s not once, but twice—twice more than I’ve eaten at an American Denny’s in the past 30 years.

Tokyo Scene.  Hama-rikyu Gardens, a former preserve of the Tokugawa Shoguns, backed by the high-rises of Shimbashi.  

Tokyo Scene.  Hama-rikyu Gardens, a former preserve of the Tokugawa Shoguns, backed by the high-rises of Shimbashi.  

Along the way, we toured Hiroko’s ramen school and interviewed both the owner and a current student, a former Nissan engineer who is set to open his first ramen restaurant in Chennai, India later this year. We ate at the restaurant of a renowned ramen chef (and one of Hiroko’s ramen senseis), Keiichi Machida, and interviewed him about his life in the ramen world. We walked mile after mile through Tokyo, passing through gardens and shrines, visiting the fabulous Sky Tree, and finding ourselves in the parallel (and fucking amazing) universes of an owl café and a maid café. We finished with a trip to Hiroko’s hometown, where her parents live in a traditional Japanese house—tatami floors, shoji screens, and no furniture—farm their own vegetables, make their own charcoal and salt, and (to our great fortune) catch their own oysters. We took about a thousand pictures.

Ramen chemistry clearly has a lot to talk about. Ramen chemistry also has a day job that starts again in about 30 hours, so let’s see what we can accomplish on this flight before we become delirious. Naturally, we’ll start with ramen.

Tokyo Owl Cafe. Magical experience.

Tokyo Owl Cafe. Magical experience.

Ramen in Japan

The Japanese eat a lot of ramen. A lot of ramen. There are estimated to be between 30,000 and 40,000 ramen restaurants in Japan. More than once on this very short trip, we encountered a “ramen street” where every shop sells ramen. When we asked a Japanese friend how often she eats ramen, her response spoke volumes about the local baseline. “Not much,” she said, “only about every two weeks.” Compared to this, ramen in America is little more than a culinary parvenu, a novelty item.

That’s rapidly changing, of course, but the reality is that the clusters of ramen restaurants in the Bay Area, NY, and LA—places that have something of an established ramen scene—and the rarefied smattering in the American interior are nowhere near the critical mass in Japan. So while I’ve often thought that San Mateo, CA has a ton of ramen restaurants (there were around five when I lived there a few years ago) compared with my hometown Akron, OH (there are unequivocally zero), San Mateo’s total is only half of that in the underground mall at Tokyo Station. This is all to say that there’s context here: ramen may be hot and trendy in America; in Japan it’s an ingrained part of life.

Tokyo Station "Ramen Street."  Restaurant choices (left). Ramen ticket machine (right). This is how you pay at most ramen shops in Japan: pay the machine, get a ticket, hand it to the restaurant staff.  The ramen comes to your table. &nbsp…

Tokyo Station "Ramen Street."  Restaurant choices (left). Ramen ticket machine (right). This is how you pay at most ramen shops in Japan: pay the machine, get a ticket, hand it to the restaurant staff.  The ramen comes to your table.  You eat it, then walk out when you're done.  

The sheer scale of the ramen industry in Japan and the sheer volume of competition, drive market dynamics in a pretty interesting way. There’s around 10% yearly turnover in the industry. That’s around 3000+ ramen restaurants closing, and 3000+ new ones taking their place. Every year! In the U.S., a ramen shop can often distinguish itself merely by existing. In Japan, more is most definitely required. The outrageous quantity of ramen eaten in Japan gives rise to a commensurate level of ramen sophistication in Japanese ramen consumers.

One consequence is that Japanese ramen restaurants often distinguish themselves by focusing on a single type of ramen, or a single dominant flavor profile. We went to one restaurant that specializes in clam ramen, one that specializes in spicy ramens with over-the-top use of high-flavor additives like bonito powder, and one that sells 1500 bowls a day of Yokohama iekei-style ramen (tonkotsu shoyu)—there is literally one item on the menu. On the other hand, there are plenty of chain-style places that serve a wide variety of styles.

The Ramen Scene.  Keiichi Machida's Kyouka in Tachikawa.

The Ramen Scene.  Keiichi Machida's Kyouka in Tachikawa.

Another consequence of having such a well-developed and massive industry is that large-scale trends come and go over time. At one time in the 20th Century, ramen trends tended to focus on regional styles, i.e., Sapporo miso or Kyushu tonkotsu.  Machida-sensei explained to us that when he started in the industry 15 years ago, ramen trends were driven by the Japanese media’s fascination with—and focus on—celebrity ramen chefs. In subsequent years, thick and rich ramens boomed, but that trend gave way to lighter styles as the costs of ingredients increased (thicker = more bones = more $$). Today, trends favor more minimalist ramens, with tastes that are more unique and individualized.

The point here is that ramen in Japan is as diverse as it is ubiquitous. We went to seven restaurants and had seven very different experiences, and we hardly scratched the surface.

In coming posts, I’ll tell you all about the ramen we ate and the ramen people we met, with lots of pictures. Don’t worry, though, we’ll stop by a maid café soon enough.

Japan Design Photography

Ramen Chemistry was on tour in Japan last week, eating ramen and taking lots of pictures.  There's a lot to write about (ramen school, owl cafes, etc), but first I'll start posting photo sets, starting now with images of modern Japanese design.  I'll follow with food, gardens and shrines, and Tokyo scenes.  And, of course, owls.

Logo Design: Concept to Execution

Our logo concept was this.  The logo should feature a shiba inu.  The shiba either should be some sleek and abstract rendering, or an animation-style character image.  It shouldn't be too literal, but it also should be restrained; nothing too loud, nothing too cute.  It should evoke Japan without going over the top with a classic Japanese design aesthetic.  It could be based on a Japanese family crest, a mon, or on an approach like those taken (to successful visual effect) by Starbucks and Chipotle: concentric circles with an icon in the center and the name surrounding.   It should be a color that is bold but balanced, probably a variation on red, and it should be near-monotone.  It should strive to be eye-catching and memorable.  It should be capable of becoming iconic.  

What a tail.

What a tail.

That, more or less, and over the course of several hours, was what we explained to our designer, Misa Grannis, when we met her in person for the first time.  We invited Misa over for dinner so we could get to know each other, and so we could explain to her who we are, where we're coming from, and what our motivations and goals are for Shiba Ramen.  Our view is that the better we all understand each other from the outset, the better we can work together toward the common goal.  Meeting our shibas here in their native habitat is also a pretty important part of the background.  

When Misa showed up carrying her personal copy of a book of Japanese mon seals, it confirmed our expectations that she would understand exactly what this project is trying to accomplish.  Also, did I mention that her actual initials are MSG?  Perfect person for the project.

Round One       

Misa took our guidance, went away for a few weeks, and then returned with a collection of prototypes.  She showed us a few dozen ideas in a sort of brainstorming exercise, the goal of which was to come to terms on the direction we wanted the project to take.  

One concept we liked was a shiba face, rounded in a circle, and bisected so that the bottom half was also a bowl of ramen.  This concept represented both the shiba and the ramen, and it was pretty streamlined.  It was cute, but not too much so. The second was Misa's attempt to infuse a shiba into the mitsudomoe mon.  And the third featured an S-shape meant to suggest the flourish of the shiba's distinctive tail.  We decided not to pursue concepts that appeared too traditional.

Brainstorming.  We considered a lot of concepts, but only pursued the three in the middle row and the one at lower left.  We asked Misa to try to hit a middle ground between the two mon concepts for the next round.  The othe…

Brainstorming.  We considered a lot of concepts, but only pursued the three in the middle row and the one at lower left.  We asked Misa to try to hit a middle ground between the two mon concepts for the next round.  The others we didn't pursue for either being too suggestive of ramen, dogs, or traditional Japanese style.  

Round Two

Misa came back two weeks later with a set of refinements.  She'd honed the shiba/bowl concept and the S-shape, and had made a dramatic improvement to the mon, which now featured a sharp design abstracting the shiba tail and ears.  But she also brought a bold new design using a stylized shiba silhouette set in a surrounding square.  

We were pretty excited about this new contender, and asked Misa to do some small refinements.  We also asked her to try a few text and color variations on the shiba/bowl.  We thought the mon was in good shape for the time being.  We decided the S-shape, while simple and elegant, just wasn't the distinctive look we were going for.  The objective was now to refine the shiba/bowl and the silhouette square, then evaluate them side-by-side with the mon.  

Refinements. Plus one standout new concept.

Refinements. Plus one standout new concept.

Non-Scientific Focus Group Exercise/Extended Rumination/Decision

Once Misa came back with her further refinements, we started taking an informal poll of friends and coworkers.  I showed the three concepts to 40-50 people and asked their opinion; I know that Misa and Hiroko also did some polling.  About 45% liked the shiba/bowl and 45% chose the silhouette.  10% or less picked the mon; most suggesting that it was too abstract and not really connecting with it.  I happen to like the mon, but I agree it doesn't resonate like the others.  We set it aside pretty quickly (although I would love to use it on a t-shirt at the store).

It was down to shiba/bowl and the silhouette.  The shiba/bowl had been the initial frontrunner, but a significant minority of people thought it was a cat, given the shape of the ears, the roundness of the face, and the chopsticks being suggestive of whiskers.  It turned out that this was a hard problem to resolve, especially because the roundness of the ramen bowl limited our ability to narrow the face.  

Finalists.  Mon (right) is struck first.  Then shiba/bowl goes, doomed perhaps by being too catlike.  Silhouette in the center strikes the right balance.  We have a winner!

Finalists.  Mon (right) is struck first.  Then shiba/bowl goes, doomed perhaps by being too catlike.  Silhouette in the center strikes the right balance.  We have a winner!

But just by letting some time pass, it was easy to make up our minds.  Upon reflection, the silhouette was hands-down the best overall design, and it fit most closely with our ideal.  The silhouette was the clear choice for Shiba Ramen.

Next time, I'll tell you about our final logo task: picking the right Japanese text.  But I'll do it by explaining  the different types of characters used in written Japanese (it's not just a simple alphabet) and the different design options they create.