The Ajisen Ramen brand crisis refers to the fact that in March 2014, Ajisen Ramen stores in mainland China owned by the Japanese Ajisen Company were exposed to using expired meat to make food. The number of stores involved was as many as 400. It has attracted widespread social attention and media attention, and has had a huge negative impact on the brand image and business development of Ajisen Company. This incident is also known as the "Ajisen Ramen Expired Meat Incident."

Ajisen Ramen has been brilliant in the catering industry since it opened its first store in Hong Kong in 1996. However, due to the "Blending scandal" in 2011, Ajisen's sales fell sharply, and Ajisen itself He was also unaware of his own crisis.

Competition in the domestic catering industry is becoming increasingly fierce, but Ajisen’s operations have not made the slightest change. The overly old decoration style and ramen varieties make consumers have no desire to consume.

Ajisen first originated in Japan, but Chinese businessman Pan Wei discovered the business opportunities in the 1990s and obtained the full agency rights of Ajisen (China). In 1996, Ajisen Ramen was launched for the first time. stores opened in Hong Kong.

After more than 20 years of development, its number of stores once reached 664. Pan Wei, the boss of Ajisen, successfully listed the company in Hong Kong in 2007. His net worth reached 3.5 billion yuan, ranking first among Hurun Catering Rich List, and he was known as the "Queen of Ramen" at the time.

Brand Introduction

Ajisen (China) Holdings Co., Ltd. is an operator with the mainland as its main business base. As of 2018, Ajisen has become a Japanese ramen brand with more than 800 stores around the world, such as China, Japan, Italy, and Singapore, with chain stores in 13 countries around the world. Ajisen China's fast casual restaurant chain network covers commercial locations in 120 major cities in China.

In addition to operating fast-casual restaurant chains, Ajisen China also produces and sells small-package ramen products, with more than 7,500 sales outlets nationwide in more than 30 major cities; and exports to Singapore, Japan, Australia and other countries.

Ajisen China’s wide variety of ramen and Japanese delicacies have successfully catered to the tastes and preferences of various customers, giving the group a distinct advantage over peer competition and establishing its brand "Ajisen Ramen" as high-quality and delicious , healthy and reliable reputation.

Ajisen China adopts nationwide unified management. The group's products have obtained multiple QS (Quality Safety) certifications from the National Quality Inspection Bureau, and its Shanghai and Shenzhen food manufacturing and processing centers have also obtained multiple international certifications such as ISO9001:2000 and HACCP.