Popular YouTuber Hikakin, known for his product reviews and entertainment videos, has launched the first-ever physical store for his miso ramen brand “Misokin” on August 7, 2025. The store is located on the B1 floor of Tokyo Station’s Ramen Street. Originally released as an instant cup noodle in May 2023, “Misokin” has sold over 20 million servings, making this physical launch a highly anticipated move.
From Cup Noodles to Real Store – A Dream Two Years in the Making
Hailing from Niigata, Hikakin created “Misokin” based on memories of his hometown. He traveled across Japan to sample local miso ramen and spent years refining his recipe. From the moment it launched in 2023, “Misokin” exceeded all sales expectations, frequently selling out and even becoming a social phenomenon. Now, two years later, its popularity shows no signs of fading, with cumulative sales surpassing 20 million servings.
Riding this momentum, Hikakin has taken the leap to fulfill his long-held dream of opening a ramen shop. He chose Tokyo Ramen Street—a competitive hub of ten renowned ramen restaurants inside Tokyo Station—as the location. In a recent statement, he expressed his excitement, saying, “It feels like a dream. I’ve got goosebumps.”
Store Details and Reservation-Only Operation
The Misokin store operates from 11:00 AM to 10:30 PM (last order at 10:00 PM) and has 26 seats. To manage crowds, the restaurant is strictly reservation-only. It is scheduled to operate through February 23, 2026.
The signature dish is the “Ajitama Misokin” (Miso Ramen with Seasoned Egg), priced at 1,380 yen (approx. $9.20 USD). Four additional menu items are also planned. The restaurant was developed in collaboration with ramen master Tsukasa Maejima, founder of the well-known “Setagaya” ramen brand. Together, they pursued perfection without compromise.
Instant Sell-Out Reservations – Stadium-Level Popularity
In an August 4 video, Hikakin revealed that all reservation slots for the opening phase sold out immediately. Reacting to the overwhelming response, he joked, “It’s like filling the Budokan!” Given the explosive success of the cup noodle version, the hype around the physical store comes as no surprise, but it clearly highlights the strong anticipation.
Located just steps from the Yaesu Central Underground Exit of Tokyo Station, the store’s easy access is another factor behind its popularity. Since its debut, Misokin has often been hard to find in stores, sparking widespread social media reports of “I can’t find it!” The same level of frenzy appears to be happening at the physical store.
First Step Toward National Expansion
This Tokyo Station location is part of the “Local Ramen Challenge” project, which brings regional ramen flavors to the capital. It marks the second store in the “local ramen area” of the initiative. Hikakin’s Niigata roots also align well with the project’s regional theme.
Though the store is open for a limited time, its success could serve as a launchpad for national expansion. As the first real-world branch of the Misokin brand, it may significantly influence the ramen industry going forward.
Summary
Leveraging his influence as a YouTuber, Hikakin found huge success with Misokin as a cup noodle. Now, the brand’s physical store launch marks a new chapter, proving the potential of influencer-led product development. With its reservation-only model adding to the exclusivity, the store is expected to remain a high-profile hotspot until its closing in February 2026.
