Koyote
"Ramen was born in China, grew up in Japan, and died in America." Hiro Tagai chuckles as he recalls a conversation with his cousin that has stuck with him ever since. But for Hiro and Felipe Oliveira, ramen is very much alive, and they have made it their mission to share its true essence with the world through Koyote, their dream restaurant.
Felipe’s journey began in Brazil, where he built a successful career managing the IT department for a large hospital group. But despite his professional achievements, something felt stagnant. He longed for change, adventure, and something that would reignite his passion. America, with all its possibilities, seemed like a place to start fresh. In 2003, he first landed in Florida where he was living a carefree life with friends. He quickly realized, however, that he wanted something more meaningful. He packed up his car, brought his dog along for the ride, and drove across the country until he arrived in Utah.
Utah, with its mountains and slower pace, reminded him of his hometown, Belo Horizonte, which translates to "pretty horizon," a town that has a special place in Felipe's heart. Utah, immediately, felt like a place where he could build something real. A chance meeting with Francesco Montino, the owner of Per Noi Trattoria, led him into the culinary world. What began as a job out of necessity soon turned into a calling. Working in a small, family-owned Italian restaurant, Felipe fell in love with food - the process, the culture, and the way it brought people together. Over the next decade, he worked his way through some of the finest kitchens in Utah and New York, even spending time as a private chef. Each step of his career gave him a deeper appreciation for the craft, but something was always missing. “Ownership called to me,” Felipe says. “I wanted to build something of my own, to put my name on something that reflected my vision.”
Meanwhile, Hiro Tagai’s appreciation for food was deeply rooted in his upbringing. Born in Japan and raised in Utah, he grew up craving authentic Japanese flavors that were scarce in his new home. His father, an entrepreneur, had opened a small Japanese restaurant in Salt Lake, where Hiro got his first taste of working in the industry. Though his early life was filled with fond memories of helping in the kitchen, he initially pursued a different path. A competitive tennis player for over a decade, he was recruited by BYU, but his family’s experience in Provo turned him away from the idea of staying. Instead, he focused on illustration in college while working in various restaurants to make ends meet.
Despite his best efforts to avoid the industry, food kept calling him back. In 2006, he was invited to apply for a sushi chef position at Happy Sumo in Provo. At first, he was hesitant, but the competitive nature of the kitchen ignited something in him. He thrived in the fast-paced environment and quickly moved up the ranks, eventually becoming a corporate chef overseeing multiple locations. Still, he felt something was missing. He had perfected sushi, but his obsession for ramen had been brewing.
Hiro’s love for ramen was solidified during a trip to Japan with fellow sushi chefs. Every morning, they would seek out ramen shops, experiencing the depth and complexity of a dish that was so often misunderstood in America. The experience convinced him; he needed to bring true ramen to Utah. In 2016, he moved to Japan, working in two well-known ramen shops in Tokyo: Pulkkau Ramen Ginri, a neighborhood spot, and Matador, a ranked establishment known for its high standards. He also attended Shoku Dojo, a rigorous ramen school where he learned from masters in the field. The experience was life changing.
When Hiro returned to the U.S., he partnered with the Sapa restaurant group, intending to open a ramen shop under their umbrella. But plans kept getting delayed. First, a liquor license acquisition, then the launch of a cannabis business, and finally, the pandemic - one thing after another pushed his dream to the back burner. Frustrated but determined, he continued working, waiting for the right moment. That moment came when he and Felipe reconnected. “We looked at each other and knew it was time,” Felipe says.
Finding the perfect location was not easy, but in 2023, they took a leap of faith on a space that many had overlooked. They poured everything into transforming it - literally building much of it with their own hands. The design, spearheaded by Hiro, reflects a blend of Japanese tradition and the American West, a nod to their identities and their surroundings.
At Koyote, the goal is to introduce people to the real depth of ramen, beyond the instant noodles many associate with it. The menu is built on authenticity, using high-quality Japanese ingredients and fresh, custom-made noodles. Their classic ramen features a clear, rich broth made from chicken and pork bones, simmered for hours to extract its full umami potential. Every element, from the Japanese green onions to the perfectly marinated egg, is carefully curated. “We don’t cut corners,” Hiro says. “This is how ramen should be.”
For vegetarians, their Tan Tan ramen offers a creamy, spicy, and deeply satisfying experience, made with a vegan sesame-based broth and custom plant-based protein. One of their most talked-about dishes is their whipped tofu appetizer, served with scallion pancakes - a customer favorite that has taken on a viral life of its own.
Beyond the food, Koyote challenges the traditional restaurant service model. With no formal servers, guests order through a QR system, allowing for extreme efficiency. From the moment guests walk in, they are transported. The atmosphere is warm and inviting, free from the typical anime or hyper-commercialized aesthetic often associated with Americanized Japanese restaurants. Instead, Hiro and Felipe have crafted a space that feels both familiar and new, a place where the focus is on food and community. “We did this with no investors, no big backing - just passion, hard work, and a vision,” Felipe says. “The American dream isn’t easy, but it’s real.”
