Store concepts centered on freshly made, handmade products and an engaging in-store experience

「Marugame Seimen, a Sanuki udon specialty chain committed to handmade, freshly prepared food, simultaneously launched “Layered Beef and Egg Ankake Udon” and “Dashi Egg-Wrapped Beef Udon” on 14 January 2026, offering flavors made through the time-intensive craft of winter preparation.」

「For “Marugame Udonatsu,” which has been sold since last year, the Company launched an acai berry flavor in July, supervised by “Konas Coffee,” whose concept is “the Hawaii closest to you,” marking the first collaboration within the Group. “Marugame Udonatsu,” whose lineup changes with each season, has been well received across a broad range of age groups, with 1 in 3 customers making repeat purchases. Cumulative sales exceeded 20 million servings 1 year and 3 months after launch (Note 7), and the product has grown into a standard Marugame Seimen offering.」

「The Company began selling “Marugame Udonatsu,” a new product category made from udon, at Marugame Seimen stores nationwide on 25 June 2024. The product was well received by many customers, and cumulative sales exceeded 13.7 million servings by 31 March 2025.」

「For seasonal promotional products, the Company began selling “Oni Oroshi Meat Bukkake Udon,” its most popular summer product (Note 1), on 11 June. The Oni Oroshi series, which allows customers to enjoy the springiness of udon chilled, became even more delicious following the deployment of noodle specialists at all stores (Note 2), and became a major hit with approximately 5.32 million servings sold. From 3 September, the Company launched the popular “Freshly Grilled Beef Sukiyaki Kamitama Udon,” featuring beef grilled to order in warishita sauce and rich egg, together with the completely new “Coarsely Ground Meat and Cheese Kamitama Udon.” The series became a major hit, selling approximately 1.15 million servings. “Marugame Udonatsu,” launched on 25 June, uses Marugame Seimen udon as at least 30% of its ingredients and delivers a distinctive chewy texture. In addition to the original brown sugar and curry flavors, the Company introduced a salted pineapple flavor in August. The product became a major hit, with cumulative sales exceeding approximately 7 million servings by the end of September.」

「In March 2024, the Company completed deployment of noodle specialists at all stores. To commemorate the completion, it opened a limited-time pop-up store, “Marugame Seimensho,” operated exclusively by noodle specialists, in Kanda-Ogawamachi, Tokyo. The store offered “Marugame Seimensho Three-Noodle Tasting,” while television commercials, events, and a dedicated website highlighted the specialists' desire, commitment, and confidence in delivering better-tasting udon.」

「For seasonal promotional products in the third quarter, the Company began selling “Beef Sukiyaki Kamitama Udon” and “Savory Spicy Mixed Kamitama Udon” on 17 October 2023. The products became a major hit, selling 2.65 million servings in total. From 5 December, it began selling “Duck and Green Onion Udon” and “Layered Beef and Egg Ankake Udon,” which made a strong start, selling 880,000 and 920,000 servings, respectively, by the end of December. The takeout-only “Marugame Shake Udon” also introduced the autumn products “Spicy Minced Meat Bukkake Udon,” “Frozen Lemon Oroshi Bukkake Udon,” and “Mountain Vegetable Oroshi Bukkake Udon” from 5 September. The new experience of shaking udon and the unique product lineup helped attract new customer segments, including women and younger customers, with total sales reaching 5 million servings in approximately 6 months since the launch on 16 May. In addition, on 21 November, the Company opened “Handmade Experience Classroom Tokyo Tachikawa,” an experience-focused facility adjacent to Marugame Seimen Tachikawa in Tokyo, and began offering families and friends the opportunity to enjoy making things by hand from scratch.」

「From 13 June, the Company sold “Oni Oroshi Meat Bukkake Udon” and “Oni Oroshi Chicken Karaage Bukkake Udon,” and from 18 July it also introduced “Oni Oroshi Pork Shabu Bukkake Udon.” The Oni Oroshi series became a major hit, selling approximately 6 million servings in total by early September. The takeout-only “Marugame Shake Udon” also saw the launch of 3 new “Summer Shake Udon” products from 18 July. From its launch on 16 May through the end of September, total sales reached 4.5 million servings.」

「In the Marugame Seimen segment, the Company plans to continue integrated marketing that combines brand and product strategies in a hybrid model, bringing together offline channels, including stores, and online channels, including television commercials, digital marketing, and social media. On 16 May, it also launched “Marugame Shake Udon,” a takeout-only product proposing a new dining experience in the post-COVID era. The product became a major hit, selling 210,000 servings in the first 3 days and 1.57 million servings by the end of June.」

「On 30 August, the Company simultaneously launched “Tartar Chicken Tempura Bukkake Udon,” with further-improved tartar sauce and other ingredients, and “Spicy Tartar Chicken Tempura Bukkake Udon,” returning for the first time in 2 years. Both products offered more choice, including allowing customers to select 3 or 4 pieces of chicken tempura, contributing to sales of 2.68 million servings and making them a major hit. On 29 November, the Company launched the new products “Our Tonjiru Udon” and “Our Nira Butter Tonjiru Udon,” jointly developed with Masahiro Matsuoka of TOKIO, a co-creation partner. Despite its premium price of ¥790 per serving, “Our Tonjiru Udon” became a major hit, selling 1.68 million servings by the end of December.」

「In June, the Company launched its signature summer product “Oni Oroshi Meat Bukkake Udon” and, at the same time, introduced the new “Oni Oroshi Chicken Karaage Bukkake Udon” and “Oni Oroshi Pork Shabu Bukkake Udon” in the Oni Oroshi series, making the series a major hit with approximately 3 million servings sold. In August, responding to customer requests, it brought back “Tomatama Curry Udon” for a limited period. From 30 August, it simultaneously launched “Tartar Chicken Tempura Bukkake Udon,” with further-improved tartar sauce and other ingredients, and “Spicy Tartar Chicken Tempura Bukkake Udon,” returning for the first time in 2 years. The products became a major hit, selling 1.66 million servings by the end of September.」

「On 15 June, the Company launched a brand campaign under the new theme “We want to surprise you with udon.” The campaign highlighted the value of freshly rolled and freshly boiled udon made from flour at every store. In addition to featuring best-selling products in the lineup, the Company further emphasized the value of handmade, freshly prepared food by changing the cooking method so that meat is grilled after the order is placed. Among the seasonal products, “Tomatama Curry Udon,” a product jointly developed with Masahiro Matsuoka of TOKIO last year and brought back for a limited 50-day period from 26 April, and the new “Melty Four-Cheese Tomatama Curry Udon” became a major hit, selling more than approximately 2.42 million servings. The subsequent “Oni Oroshi Meat Bukkake Udon,” launched together with the new “Oni Oroshi Chicken Karaage Bukkake Udon” and “Oni Oroshi Pork Shabu Bukkake Udon,” helped increase new and repeat customers, and, supported by the impact of new television commercials and digital advertising, became a major hit, selling more than 1.35 million servings in the first two weeks after launch.」

「The Group emphasizes the sense of freshness and handmade preparation, uses open kitchens, and creates highly immersive stores where customers can watch and enjoy the cooking process. In particular, stores in formats centered on noodle products, such as Marugame Seimen, install noodle-making machines and make noodles on site, creating an entertaining store experience.」

「In Japan, at the Group's core Marugame Seimen business, the Company continued airing television commercials highlighting the authentic appeal of handmade, freshly prepared udon, the brand's starting point, and the sizzle of the products based on the slogan “Marugame texture.” It also actively implemented various product and other initiatives aimed at increasing revenue.」

「The Group emphasizes the sense of freshness and handmade preparation, uses open kitchens, and creates highly immersive stores where customers can watch and enjoy the cooking process. In particular, stores in formats centered on noodle products, such as Marugame Seimen, install noodle-making machines and make noodles on site, creating an entertaining store experience.」

「The Group emphasizes the sense of freshness and handmade preparation, uses open kitchens, and creates highly immersive stores where customers can watch and enjoy the cooking process.」

「The Group emphasizes the sense of freshness and handmade preparation, uses open kitchens, and creates highly immersive stores where customers can watch and enjoy the cooking process. In particular, stores in formats centered on noodle products, such as Marugame Seimen, install noodle-making machines and make noodles on site, creating an entertaining store experience.」