Marugame Seimen Launches Cold Udon for Japan's "Summer" September

Key Points!

• Two new cold udon dishes launch September 9, 2025 across all Marugame Seimen locations

• Company survey reveals 70% of respondents feel September is "still summer" with over 20 hot days monthly

• Dishes offer "umakara" (savory-spicy) and "sappari" (refreshing) options for persistent heat

Japanese udon chain Marugame Seimen is launching two cold noodle dishes on September 9, directly challenging the traditional notion that September calls for autumn comfort food. The move comes after company research revealed a significant disconnect between seasonal expectations and Japan's increasingly hot September weather.

NEW Cold Menu Offerings

The Umakara Pork Tsuke-jiru Udon (cold) features chili oil-infused dipping broth with tender pork shabu-shabu, komatsuna namul, and soft-boiled egg. The Citrus-scented Nebatoro Chicken Bukkake Udon (cold) combines hand-cut boiled chicken with citrus-scented green onion salt sauce and sticky okra-mixed grated yam.

Pricing:

• Umakara Pork Tsuke-jiru Udon: All-sizes ¥990 (from 1~3 udon servings as you want)

• Citrus-scented Nebatoro Chicken Bukkake Udon: Regular ¥890, Large ¥1070, Extra Large ¥1250

Umakara Pork Tsuke-jiru Udon Features

Feature ①: In-store prepared tender pork shabu-shabu
The pork shabu-shabu is carefully blanched in-store, then marinated in a flavorful special broth. Served chilled and tender, each bite releases savory juices that spread throughout the mouth. The meat thickness is carefully calibrated to pair perfectly with the udon noodles.

Feature ②: Crispy-textured komatsuna namul
This refreshing komatsuna namul has a subtle sesame oil aroma. Its crispy texture perfectly complements the smooth cold udon and tender pork shabu-shabu, offering a light flavor variation.

Feature ③: Choose your preferred udon portion! Same price up to 3 servings
To encourage hearty eating during hot days, customers can choose from 1, 1.5, 2, 2.5, or 3 servings at the same price. Mix with abundant toppings and free condiments to customize your meal. Recommended additions include spicy chili oil and tempura bits.

Feature ④: Chili oil and soft-boiled egg! Addictive sweet-spicy dipping broth
The sweet dipping broth gradually builds heat from the chili oil. Break the soft-boiled egg at your preferred timing, allowing the creamy yolk to coat the smooth udon for maximum enjoyment.

Citrus-scented Nebatoro Chicken Bukkake Udon Features

Feature ①: Moist and tender boiled chicken
Hand-cut in-store for optimal texture, the soft and moist chicken harmonizes beautifully with the citrus-scented sauce and sticky okra-mixed grated yam, providing satisfying substance.

Feature ②: Textural delight - refreshing citrus-scented green onion salt sauce
This in-house prepared green onion salt sauce combines regular onions, purple onions, and green onions for a ingredient-rich, crispy texture. The yuzu peel and juice provide a refreshing, clean taste.

Feature ③: Sticky-smooth texture from chopped okra-mixed grated yam
Smooth grated yam mixed with chopped okra creates a unique sticky texture that ties together the cold udon, boiled chicken, and green onion salt sauce into a harmonious whole.

Feature ④: Lemon is key! Layered broth umami makes cold udon irresistibly smooth
The bukkake broth combines lemon and sweet vinegar flavors, spreading refreshing citrus taste throughout the mouth with each slurp. Mixed with diverse toppings, it becomes impossible to stop eating. This refreshing taste is perfect for the continuing hot season.

Market Response to Climate Reality

Marugame Seimen CEO Hiroshi Yamaguchi emphasized the company's commitment to serving what customers truly want to eat, rather than following calendar-based seasonal expectations. The chain's approach reflects broader recognition among Japanese food retailers that traditional seasonal marketing may no longer align with actual weather patterns.

The company also continues offering its Cold Kake Udon and Sudachi Oroshi Cold Kake Udon through late October, featuring the chain's signature hand-pulled noodles served chilled with carefully temperature-controlled broths.

The Cold Kake Udon (cold) transforms their most popular kake udon into a chilled version, featuring a harmoniously balanced broth made from multiple dried fish including bonito and sardine, combined with kelp and salt. The broth formulation and temperature control have been carefully optimized so the flavors intensify when paired with cold noodles, ensuring refreshing enjoyment until the last bite during hot weather.

The Sudachi Oroshi Cold Kake Udon (cold) incorporates a whole Tokushima Prefecture sudachi citrus with grated daikon radish for an extra-refreshing finish. This seasonal specialty uses a specially crafted cold broth that delivers a cooling sensation, perfectly complementing the smooth texture of water-tightened udon noodles.

Pricing:

• Cold Kake Udon: Small ¥320, Regular ¥420, Large ¥600, Extra Large ¥780

• Sudachi Oroshi Cold Kake Udon: Regular ¥550, Large ¥730, Extra Large ¥910

Sales Period: September 9, 2025 through late October 2025
*Sales periods may vary by location depending on availability and local conditions.

The story behind "Marugame Udon"

Operating over 800 locations across Japan and expanding internationally as "Marugame Udon," the chain built its reputation on the brand message "the udon here is alive." Each store functions as an independent noodle factory, where certified "noodle craftsmen" use 100% domestic wheat flour to hand-make fresh udon daily—from mixing flour to cutting and boiling noodles on-site. This commitment to freshness preserves the chain's signature chewy texture and distinctive flavor that has made locations so popular internationally that daily queues are common.

Beyond food quality, Marugame Seimen pursues comprehensive sustainability initiatives. The company opened "Marugame Seimen Oke Kobo" (Bucket Workshop) in Kakogawa City, Hyogo Prefecture in August 2023, where employees with disabilities repair and reuse kamaage udon buckets. This program targets 300 stores by 2027, aiming to repair 10,800 buckets annually while reducing wood waste by 1.5 tons per year.

The chain also champions food education through "Children's Udon Classrooms," where young participants experience the complete udon-making process from mixing flour, salt, and water by hand. Mobile kitchen cars bring these educational experiences nationwide. Environmental efforts include replacing single-use items with reusable tableware in-store and incorporating bio-plastics into takeout cutlery and bags to reduce petroleum-based materials.

The new cold udon offerings will be available from 9 September through late October 2025, with specific timing varying by location based on local demand and weather conditions. Make sure to try them while you are travelling in Japan!