Ramen Burgers Created a Genre of Viral Mashup Internet Food | Eater

"At Smorgasburg, New York’s then two-year-old food festival, Shimamoto debuted the ramen burger in 2013 and it immediately became a phenomenon: despite rain and an imperfect setup over 200 people lined up for just 150 burgers, and subsequent appearances saw 360 sold in three hours and later 1,200–1,500 per appearance. The burger’s visual and textural appeal—Sun Noodle ramen pressed into buns with layers of scallions and arugula and a secret shoyu glaze—created a theatrical moment that helped redefine the festival, turning it into a place where vendors needed a memorable "moment of theater" to stand out and accelerating a broader shift toward Instagram-friendly, viral food spectacles." - Bettina Makalintal