Imagine savoring a bowl of noodles so delicate and flavorful that they transport you to another world. That’s the promise of soba, a Japanese noodle with a rich history and a unique texture that demands you slow down and truly experience each bite. But here’s where it gets controversial: while ramen has become a global phenomenon, soba remains relatively underappreciated in the U.S. Could this ancient noodle be the next big culinary trend? Let’s dive into the story of Sora Soba Dining, San Francisco’s newest soba destination, and explore why this 140-year-old chain is betting on it.
Nestled in the heart of San Francisco’s Japantown, Sora Soba Dining is the latest venture from the team behind Hinodeya Ramen Bar. Located at 1731 Buchanan St., this minimalist, modern space features a slatted wood ceiling and paper lantern-inspired pendant lights, creating an ambiance that’s both sleek and inviting. Unlike its ramen-focused neighbor, Sora Soba specializes in soba, a thin, brownish-gray noodle made from buckwheat flour. And this is the part most people miss: while many soba restaurants, even in Japan, blend buckwheat with wheat flour, Sora Soba uses 100% buckwheat, making it gluten-free and incredibly delicate—a true labor of love.
Masao Kuribara, CEO and founder of Sasala Dining (the group behind Hinodeya), explains, ‘You can feel the texture. It’s totally different from other noodles. The aroma, the nature, the wildness—it brings you to another world. I love that taste.’ This passion is evident in every bowl, from the zaru soba served cold in a bamboo sieve with a savory dipping sauce to the hot soba options like the Kansai-style broth with seared duck. But here’s a thought-provoking question: Is soba’s subtlety and purity enough to win over a ramen-obsessed audience?
Sora Soba sources its buckwheat flour from Hokkaido and Nagano, Japan, and while the noodles are machine-made (unlike the labor-intensive handmade process used by a few Bay Area restaurants like Soba Ichi in Oakland), the team had to adapt the recipe for San Francisco’s drier climate. ‘In Japan, there’s plenty of moisture,’ Kuribara notes. ‘Here, we had to adjust the fineness of the powder to get it just right.’
The dining experience at Sora Soba is as much about mindfulness as it is about flavor. Guests are encouraged to try their first bite of soba plain, savoring its earthy, chewy essence. Then, they can customize their dipping sauce with wasabi, thinly sliced leek, or other seasonings. A side of crispy vegetable tempura skewers, like the cream cheese-stuffed mushroom sprinkled with matcha salt, adds a delightful contrast to the light meal. And this is where it gets even more intriguing: after finishing your noodles, the server brings a teapot of the starchy water used to boil the soba, which you mix with the remaining dipping sauce to create a nourishing soup. It’s a zero-waste, deeply satisfying finale.
Kuribara’s journey to bringing soba to the U.S. is rooted in his family’s legacy. His great-grandfather opened the original Hinodeya in 1885 in Hasuda, Japan. After a prestigious career in fine dining and as head chef at the Japanese embassy in the Netherlands, Kuribara took over the family business in 2006, expanding it to the U.S. in 2016. ‘San Francisco values not just good food, but the cultural experience behind it,’ he says. Now, with four Hinodeya locations in San Francisco, two in Los Angeles, and one in Dallas, he’s ready to introduce Americans to soba’s ‘lightness, naturalness, and purity.’
But here’s the bold question: Can soba, with its longer history and cultural significance in Japan, ever rival ramen’s popularity in the U.S.? San Francisco already has dozens of ramen spots and a few udon specialists, but fresh soba remains a rarity. Sobakatsu, a tiny eight-seat eatery just around the corner from Sora Soba, is one of the few other places dedicated to this noodle. Kuribara isn’t sure if soba will become the next big trend, but he’s hopeful. ‘Soba is truly the soul food for Japanese people,’ he says. ‘I think it deserves a place in the hearts of Americans too.’
So, what do you think? Is soba ready for its moment in the spotlight, or will it remain a niche delight? Let us know in the comments below!
Sora Soba Dining, 1731 Buchanan St., San Francisco. Open Sunday through Thursday, 11 a.m.-10 p.m., Friday and Saturday, 11 a.m.-11 p.m. For more, visit https://sora-soba.com/.
