Atsushi Ishida has a deep connection with ramen. In Japan, where his roots lie, he savoured over 500 bowls of ramen a year - not as a chef but as an impassioned fan. Atsushi's story is part of our New Authentics series, highlighting individuals who choose to live their truth.

About a decade ago, Atsushi moved to Europe to continue his journey with ramen. He started working as a chef for one of the largest ramen companies in Germany. After focusing on meat-based ramen for many years, he decided to take a bold step by shifting away from traditional meat-based ramen to explore plant-based ramen alternatives in Amsterdam.

His decision to focus on plant-based ramen stemmed from a desire to create something new and impactful. Atsushi still loves and respects traditional meat-based ramen. However, he believes a balance must be struck in reducing meat consumption in the culinary world.

At the core of his mission, Atsushi aims to create the best ramen restaurant and make a broader impact by influencing other chefs and restaurants to explore plant-based options. He wants to challenge the norm and showcase that plant-based ramen can be just as delicious and appealing.

Atsushi's restaurant, Men Impossible, is driven by a mission to expand its influence, encouraging others to venture into plant-based culinary experiences. The goal is not merely creating a successful restaurant but to contribute to a positive change in the world by reducing meat consumption.