Benugo’s BFI Stephen Street, in London W1, is to launch a pop-up with cult Cardiff ramen joint, Matsudai Ramen, and Uncle Roger (a creation of comedian Nigel Ng), to bring ‘Iekei-inspired’ ramen, and a specially created Japanese cocktail to the capital.
Set to launch 21 October until 20 November, the collaboration will kick off a new initiative by Benugo, which will see BFI Stephen Street work alongside small start-ups on events and pop-ups to help incubate and support their business growth and development.
Nigel Ng’s portrayal of ‘Uncle Roger’, a grumpy, middle-aged Asian man reviewing an egg fried rice recipe video in July last year, went viral. As a result, he has now amassed more than four million subscribers on his YouTube channel, and a combined following of over 8 million across his social media platforms.
To celebrate surpassing the four million-mark, Nigel Ng released a new video featuring Matsudai Ramen founder James Chant and Uncle Roger where the duo created a bowl of ‘Iekei-inspired’ Yokohama-style, Tonkotsu Ramen, which will be served to guests at the pop-up alongside a changing array of other ramen styles.
Shane Kavanagh, Commercial Director at Benugo, commented, ‘We can’t wait for this collaboration with Matsudai to start. James and the team make the most incredible ramen, and it’s great to be able to help them bring it to London.
'Our partnership is about more than hosting a pop-up, we are committed to helping and supporting James in every way we can to grow and develop his business, and we hope this is the first of many partnerships we’ll see at the beautiful BFI Stephen Street space.’
James Chant, Matsudai’s Founder, said, ‘We have many loyal Matsudai fans in London, but most of them have only tried our ramen at home via the DIY kits we sell; it's great to have the opportunity to serve them in person instead.
'Our last pop-up in London was short and sweet at only a couple of days long, so we’re very excited to be coming back and collaborating once more with the brilliant teams at Benugo and BFI on an extended residency at this beautiful venue.’