Papa San is a vibrant Peruvian Japanese restaurant in Midtown Manhattan that heavily emphasizes its branding and visual aesthetics. With a neon-orange sign, pink coasters, and a colorful ambiance, the restaurant creates a striking atmosphere where the design may overshadow the culinary offerings. Chef Erik Ramirez acknowledges that modern dining experiences focus more on memorable visuals than on the quality of food alone. In a world where social media shapes perceptions, restaurants strive for attention-grabbing aesthetics, reflecting a shift in dining priorities for many customers.
Everything at Papa San is branded, including the cooks' hats and T-shirts. For many diners who grew up in the visuals-obsessed Instagram era, a restaurant doesn't need to have a particular aesthetic—it just needs to have a memorable one.
Everything is branding nowadays, said Mr. Ramirez, who owns two other Peruvian restaurants in New York City. For diners, I feel like the food element is kind of an afterthought.
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