Feasibility and Challenges of Introducing Authentic Sanuki Udon Internationally

This paper discussed the possibility and obstacles of exporting Sanuki Udon, the traditional Japanese noodle with thick and chewiness texture and rich taste of Kagawa Prefecture, to the foreign markets and in particular Malaysia. The study was informed by four goals and three central themes, which were production techniques and authenticity, market analysis and consumer perception, and international expansion challenges. Interviews and observations were used to collect the data, and the emphasis was made on hand-made approaches, the use of quality ingredients, and regional differences in preserving authenticity in foreign countries. The consumer preference, pricing, brand recognition, and operational challenges like sourcing of ingredients, cultural adaptation, competition and abiding by regulations were also studied. Based on Cultural Adaptation and Market Demand theories coupled with the knowledge of the important stakeholders such as restaurant owners and the culinary experts, the research revealed the necessity of balancing the customary craftsmanship and innovative production, marketing and operations. The research is of practical use to restaurateurs and business people demonstrating how Sanuki Udon can be a representative of culture and an effective international corporation at the same time.