Kajiken opens its first Canadian aburasoba restaurant, bringing Michelin-recognized prestige to Toronto

By Blace Alcock

Kajiken, a beloved Tokyo-based aburasoba chain, opened its first Canadian location to a massively excited crowd on Nov. 1. 

For many guests, the wait itself has become part of the experience, with staff coming out to check on expectant customers to let them know just how many minutes remained before they could enter the restaurant. People lined up eagerly on Yonge Street to get a taste of Kajiken’s unique take on the brothless noodles that earned them a mention in the 2023 Michelin guide.

Wood panelling and warm accents make up the storefront, creating the atmosphere of a traditional noodle house, like you might find in Tokyo. Inside the store, vibrant ukiyo-e prints cover every wall around cubbies where paper lanterns are hanging.

Despite the considerable lines outside, it looked like customers could sit down for a relaxed dining experience–without fear of being rushed to order.

Hype for the restaurant hasn’t dimmed since its opening. 

“I think this might be the first time l’ve seen a restaurant in our neighbourhood have lineups for these many days,” said an Instagram food blogger* in an interview.

Most of the restaurant’s promotion has been driven by influencers. Many of its guests, according to food reviewer Jen Kim, learn about the restaurant through these advertisements on social media, highlighting an authentic Japanese experience. 

“It’s about food, but it’s also about kind of tricking people into thinking that they are not in Toronto,” she explained in an interview.

The Michelin Guide’s recognition has also drawn customers in with its casual dining experience befitting its inclusion in the Michelin’s Bib Gourmand section, which highlights exceptional restaurants at affordable prices.

“Good food is good food,” said Nick Panchev, a chef attending as a customer. “You have to appreciate the simple things in life.” 

Some of their most popular dishes are their original aburasoba. This simple bowl of noodles with chashu, bamboo shoots, nori and green onions costs $15 and their meat lovers aburasoba costs $18, which comes with extra chashu and diced beef. Additional toppings on aburasoba, like corn, egg, naruto or extra noodles cost around $1 to $4

“A lot of foods that used to be seen as cheap or street style, such as pho, are now pricier and served in places with better decor and presentation,” said food blogger Jennifer Vo. 

This comes alongside a sustained appetite in Toronto for East Asian cuisine. Many East Asian chains, ranging from Vietnamese to variations on Japanese and Chinese cuisine, are bringing staple foods to both new and familiar Canadian demographics. 

Still, not everyone sees the Michelin Guide’s name as an automatic stamp of quality.

Kim warns against trusting the Michelin Guide’s recognition outright, due to how frequently Michelin-recognized chefs open their own restaurants, potentially causing the name to be overused. 

Kajiken excels at branding as a form of storytelling, combining food, marketing and the experience in order to maximize memorability, Kim explained.

Many of these East Asian brands, according to Kim, often market themselves to young female demographics, who are the city’s most active consumers and trendsetters on social media. 

“They’re really vehicles driving these trends,” she said.

It’s this blend of sensation, storytelling and simplicity that makes East Asian chains like Kajiken so successful in North America. 

“One of the cultural aspects that Kajiken was successful with leveraging was really transporting [Torontonians] to a foreign country,” said Kim. 

*This source has requested to remain anonymous for privacy reasons. CanCulture Magazine has verified this information.