Overview

The Broth City Ramen Festival is an annual week-long event held in Union Square Park, New York City, featuring 150 to 200 vendors from Japan and local establishments. This festival serves as a captivating gateway to educate attendees about the five regional ramen styles: shoyu (soy sauce), salt, tonkotsu (pork bone), miso, and Tori Paitan (chicken). The design approach aims to elevate the festival's visual identity through lively copywriting, linking each ramen variation to one of New York City's five boroughs.

Insight

In 1966, ramen debuted in American food culture with the introduction of instant noodles. Over time, however, 'ramen' in English came to be associated with 'cheap instant food,' despite the dish's inherent complexity and sophistication. Today, some ramen establishments have successfully dispelled this misconception by drawing inspiration from Japan’s creative ramen boom of the 2000s. Nevertheless, appreciation for regional ramen variations in the U.S. remains weak.

Brand Concept

The number 5 is synonymous with ramen, much like New York City with its five boroughs. Ramen comprises five basic components: Tare (umami seasoning), noodles, toppings, oil, and broth, originating from one of five base broths—soy sauce, salt, miso, tori paitan, and tonkotsu—each resulting in numerous variations.

The festival is organized into sections representing the five boroughs, each dedicated to a main base broth and offering unique takeout bowls, chopsticks, fast-pass tickets, and merchandise. Each borough is thoughtfully paired with a specific broth, creating a symbolic connection.

The iconic soy sauce broth represents the Bronx, reminiscent of the renowned Yankee Stadium. Staten Island, accessible by ferry, aligns with the salt broth. Brooklyn's trendy atmosphere matches the miso broth. Queens, reflecting a gentle personality, harmonizes with tori paitan. Finally, Manhattan’s opulence mirrors the richness of the tonkotsu broth.