【Street Chinese Trick】 Drawn in by the low price of the a la carte ramen at "18th Diner" in Ayase City, Kanagawa Prefecture, this is the fried rice set edition.

The "18th Diner" in Ayase City, Kanagawa Prefecture, uses a psychological trick to lead hungry customers to a "happy misunderstanding." Many people intend to order "just one bowl of ramen," but end up adding a little extra and ordering a "set." What is this exquisite affection?

It all starts with the cheapness of "ramen"

With rising prices continuing now, it's not uncommon for a bowl of ramen to exceed 1000 yen. However, if you pass through the noren of "18th Noodle Shop," you can find the traditional soy sauce ramen for an astonishing "650 yen"! This surprising low price instantly captures our hearts. "Today, let's just have one bowl of wallet-friendly ramen and head home." When we open the door, the only simple and humble goal in our minds is that.

The "delightful temptation" and "anchor" hidden in the menu

However, the moment we step inside and look up at the menu on the wall, a happy struggle begins in our brains.

What catches our eye is the target "ramen" (650 yen). This alone is already quite cheap, but our eyes are glued to the words "fried rice set" (900 yen) posted just diagonally above it. Amazingly, even if you add fried rice to the ramen, the price difference is just "250 yen."

You can feel warmth in the handwritten characters of the noodle and set menu.

This is what is referred to in behavioral economics as the "anchoring effect" and the combination of the shop's kindness that creates the strongest "hospitality mechanism." After the price of "ramen is 650 yen" is initially inputted (anchored) in the mind, when presented with the option of "plus 250 yen for a fried rice set," the brain instantly makes this judgment.

"If I can have fried rice for 250 yen, it would actually be a waste not to get the set!"

This is by no means a trap to force customers to buy something unreasonably expensive. It is the store's way of saying, "Since you've come all this way, why not enjoy our proud fried rice for just a little extra!"—a service for hungry customers. In other words, it is a "hospitality mechanism filled with love." We will gladly and comfortably succumb to that warm proposal.

The "sense of flavor" filling the restaurant pushes us forward

Even in the brief moment of hesitation over the order, the five senses accelerate the inclination towards the set. From beyond the counter, there is the homely atmosphere of the chefs running the place, and the pleasant aroma of stir-fried dishes that only a long-loved local shop possesses fills the restaurant.<

A row of set menu items lined up on the wall.

"Alright, since I came all the way here, let's go for the set!"

Encouraged by this warm atmosphere, we completely forget our initial determination of "just a cup of ramen" and find ourselves excitedly ordering the fried rice set.

The transported "overwhelming volume" is persuasive

After a few minutes of waiting for my order to arrive, the moment I see the set placed in front of me, I am convinced that my choice was absolutely correct.

A generous serving of ramen in the bowl. And fried rice piled up so high that I want to question the word "half." The excitement of having this volume and quality right in front of me for just a slight price difference is exhilarating.

First, I try the ramen soup. As I scoop it with a ladle, the beautiful amber-colored broth sparkles. Taking a sip, it is light yet the depth of the dashi seeps into my body; this is the reassuring deliciousness of street Chinese cuisine.

Next, I slurp the medium-thick curly noodles that are well-coated with the soup. The smooth texture going down my throat and the pleasant chewiness are irresistible.

The topping of chashu is thickly finished with a robust flavor that permeates the meat. It has a tenderness that falls apart effortlessly in the mouth.

And then, on to the other star, the fried rice. When you scoop it with a ladle, you'll find a generous amount of eggs, green onions, and chashu mixed in. With a fragrant flavor and the perfect light saltiness, it pairs exceptionally well with the ramen soup.

It's not "because it's cheap," but "because it's delicious" that makes you want to come back. You cannot help but feel the "love" of the shop in its commitment to maintain this quality.

With a smile, I look forward to experiencing that warm flavor again.

Before I knew it, I had neatly devoured everything, and both my stomach and heart are filled with unparalleled satisfaction.

By the way, the greatness of Restaurant 18 is not limited to just the ramen set. When you order the set meal, you will receive a mountain of meat, garlic chives, and bean sprouts that tower like a hill, along with a generous serving of white rice heaped high from the rice bowl.

Product name / Meat and Garlic Chive Bean Sprout Set Meal
Price / 700 yen

It truly is a "oasis for the hungry" that is bubbling up in the community, and the reasons why it continues to be loved by local people are packed into the various menu items.

The magic of price and volume hidden in the menu of 18th Diner. It is not meant to surprise customers but embodies the warm love of street Chinese, which is, "Since you came to us, we want you to return happy, having eaten delicious food in abundance at a low price" (fantasy).

After settling the bill and leaving the store, I felt completely satisfied both in body and spirit. While basking in the delicious aftertaste, I want to search again for renowned establishments where I can encounter such a loving psychological trick.

Interview and text / Yu Hara

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