Ajisen Ramen Hong Kong: Understanding Language of Your Audience

No doubt, Ajisen Ramen is my favorite Japanese restaurant in Hong Kong. When I’m seated, I seldom change my combo order of Tenderous Rib Ramen and Garlic Beef and every time I leave the shop, there’s always that feeling of having a great meal.


Ajisen Ramen has a website that provides list of menus and shop locations. But it seems that website planners don’t know who are the target audience. Why so? That’s because if you look at the website, there is no proper segregation of content based on language. For example, look at the screen


Do you expect everyone who can read English instruction “Please select local website” read the Chinese characters it is pointing to? The Chinese characters refer to Hong Kong local site and China site. It should have been simpler to provide a text “English”, “Hong Kong (Traditional Chinese character)” and “China (Simplified Chinese character)”.

The placement of menu mixing English and Chinese text is also used. As a result of squeezing two languages on a limited navigation menu, text display becomes smaller and may be harder to read for visually impaired website visitors.

This issue is not much about search engine marketing, but more about user experience. However, it’s important to take care of this aspect as it helps visitors accomplish website goals, something search engine marketing is also hoping to achieve. In the case of Ajisen Ramen, such goal may be filling out of Ajisen Friend’s Club membership card or more table bookings at Ajisen Ramen outlets.