As ramen shop bankruptcies increase, 日高屋 is attracting customers with its low-price strategy, and the price range around ¥1,000 is reportedly separating the winners from the losers in the market.
There were 56 ramen shop bankruptcies from January through September 2026, a level broadly in line with the previous year, while the market as a whole is seeing an increase in closures, including the shutdown of independently operated shops.
There is a view that the price range known as the “¥1,000 ramen barrier” is perceived as psychologically expensive and affects customers' motivation to visit. Against this backdrop, 日高屋 has adopted a low-price strategy, holding down price increases on its core menu items while expanding its selection of drinks and snacks, enabling customers to visit for a total of around ¥1,020.