Ramen chain KOURAKUEN CORPORATION placed its founding in Aizu at the centre of its return to its roots, bringing its signature Chinese-style noodles, gyoza and fried rice back to the forefront. It also worked to bring employees back and rebuild frontline operations, achieving a V-shaped recovery.
The business environment deteriorated from 2017 onward, leaving KOURAKUEN facing sluggish sales and labour shortages. In the fiscal year ended March 2023, it recorded a consolidated operating loss of approximately ¥2.8 billion, while the number of stores fell from a peak of approximately 560 to approximately 360. Management was rebuilt following the return of Chairman Tsuto Niida (新井田傳), and the company entered a recovery phase from the fiscal year ended March 2024 onward.
As a factor behind the recovery, Director Hisashi Katagiri (片桐久) cited a return to the company's Aizu origins and outlined a policy of maintaining the pricing and taste of its signature Chinese-style noodles, gyoza and fried rice. The brand's Aizu origins were also displayed on signs at renovated stores, successfully bringing families back to the restaurants.
Another turning point was the return of employees. Yutaka Kumakura (熊倉豊) recalled that the return of employees with frontline experience raised morale and motivation within the company. Triggered by a letter from the founder, experienced employees returned, and the revival of the frontline workforce began to restore the store operating structure.