Bringing the Joy of ZUZUTTO to the World
Ramen has been called the “people’s cuisine” of the Japanese.
Today, it is delighting diners around the world.
Ippudo opened its first restaurant in Daimyo, Fukuoka in 1985, and its first overseas restaurant in 2008: IPPUDO NY. Today, a decade later, there are many ramen restaurants expanding into the international market from Japan, and more and more tourists are coming to Japan every year in search of delicious ramen meals.
One way to make your ramen taste even better is what we call “ZUZUTTO — slurping.Slurp the noodles in together with the broth and plenty of air, so when you breathe it out through your nose you can enjoy the delicious aroma, and a deeper, richer flavor.
Ippudo coined the word ZUZUTTO to represent the sound of the slurp, an integral part of Japanese’s unique food culture, and we’re introducing it to the world.
Depending on your own food culture you may feel resistance to a nice slurp, but we urge you to try it, to experience authentic Japanese food culture and all the flavor of our ramen. We want to tell everyone the best way, the natural way, to enjoy ramen.
And that’s why we launched the project ZUZUTTO.We hope you’ll join us with a bowl of ZUZUTTO at a ramen restaurant wherever you are.
Or, just why does slurping make ramen taste better?
Or, just why does slurping make ramen taste better?
Why does ramen taste better when you slurp it? Here is a scientific explanation, assisted by illustrations, of exactly what is different between eating with or without slurping.
①The broth is also easily picked up.
When you pick up the ramen noodles, they carry a lot of broth with them, and to make sure that the broth doesn’t fall back into the bowl, slurp it in quickly to capture its full, rich flavor together with the noodles.
-
Enjoy the noodles
together with the broth -
The soup drips off,
leaving noodles bare
②Enjoy the aroma of the broth, too
When you slurp the noodles in, not only do you get the flavor of the broth, but you also fill your mouth with the aroma. And, since aroma is carried in the air, you breath that air out through your nose…so you can fully enjoy all of the delicious aroma with every bite.
-
Enjoy the rich aroma every
time you slurp and then
breath out through your nose. -
The aroma is much weaker
if you don’t slurp up
the broth with the noodles.
Please, try it for yourself!
※This illustration is public domain clipart.
Please feel free to use it in your own campaigns on the joys of ZUZUTTO
