Hundreds of enthusiastic diners formed long lines in Surry Hills, enduring the cold weather to try a newly launched ramen restaurant, only to discover at the end of the evening just how much social media, some clever brand positioning, and social pressure can affect one’s perception of the ‘truth.’
What was promised? An exclusive serving of high-quality ramen from a mysterious new eatery rumoured to have journeyed across the globe. What was the reality? A meticulously planned practical joke by YouTuber Stanley Chen, who converted a modest living room into a mock five-star restaurant, serving only instant noodles along with a touch of irony.
The Deceptive Setup
Mr Chen, known for his sharp wit and social experiments, decided to pull back the curtain on the pretentiousness of the high-end dining scene. With a grudge against overpriced, underwhelming restaurants, he set out to see if he could convince people to fall in love with a restaurant that didn’t even exist.
Mr Chen shared a disappointing experience from his past job at a restaurant. He explained that the eatery claimed to serve fresh food, but in reality, the meals were pre-cooked elsewhere and simply reheated. He was shocked by the high prices, with dishes costing $30 to $40, despite being little more than fancy microwave meals. He felt this practice was dishonest and almost fraudulent.
Enter Nise Janagaru Ramen—a name that literally means “fake” in Japanese. Mr Chen built an entire online presence around this imaginary eatery, crafting a sleek website and reaching out to food influencers with the allure of a bold, uncharted dining experience.
Nise Janagaru Ramen was marketed as a “Japanese Italian” fusion, with the unique twist that diners would receive a dish customised to “their aura.” The setup was meticulous: a living room in Surry Hills was transformed into an atmospheric restaurant with a DJ, dim lighting, and faux waitstaff—all played by Mr Chen’s friends. The pièce de résistance? Instant ramen noodles, the kind that most people wouldn’t think twice about eating at home on a lazy night.
The Faux Gourmet Experience
On the much-anticipated opening night, the line stretched down the block as hopeful patrons shivered in the cold, eager to be among the lucky few to taste the ramen that had allegedly been served in private tastings around the globe. As the “restaurant” doors finally opened, diners were ushered into a world where reality was put on hold.
Each guest was promised a ramen experience tailored to their essence, resulting in bizarre moments like a couple being told they would have to share a bowl due to their “bad aura.” Mr Chen and his team played their roles to perfection, spinning tales of ancestral ramen recipes and the mystical process that went into creating the perfect bowl. One guest, sporting an earring, was assured that this detail influenced the creaminess of his dish.
As bowls of dressed-up instant noodles were served, diners commented on the unique flavors and textures, unaware that they were consuming the same 70-cent packets available at any supermarket. Some patrons were so impressed by the “Japanese Italian” fusion that they suggested paying $50 or even $80 for the experience.
Meanwhile, outside, the line of expectant foodies continued to grow, with many left disappointed when the 70 packets of ramen ran out.
The Social Media Unveiling
After hours of immersive deception, the reveal came—Mr Chen’s grand experiment was nothing more than a prank, a satirical jab at the food industry’s tendency to prioritise style over substance. When the truth hit social media, reactions ranged from amusement to admiration for the sheer audacity of the stunt. Many praised Mr Chen for exposing how easily perception can be manipulated, especially when it comes to food and branding.
However, others admitted they found the entire experience humorous despite being duped. Some even suggested that Chen’s fake ramen night was more memorable than many genuine restaurant experiences.
A Playful Critique of the Food Scene
Whilst some might have felt cheated by the hoax, Chen’s light-hearted apology—and the fact that the event was free—softened the blow. His prank not only entertained but also served as a playful critique of a dining culture that often elevates form over function.
With just a handful of instant noodles and a bit of clever branding, Stanley Chen proved that perception is often everything in the world of dining.
Published 9-Aug-2024