Marugame Seimen, a popular udon chain founded in Kakogawa City, Hyogo Prefecture, is set to celebrate its 25th anniversary with a year-long initiative known as the '25th Anniversary Marugame Nikoniko Project'. This celebration kicks off on April 1, 2025, and aims to express gratitude to customers who have supported the brand over the years.
Founded in November 2000, Marugame Seimen has grown significantly since opening its first store. By 2011, it expanded to all 47 prefectures in Japan and ventured overseas, boasting 856 stores domestically and 297 internationally as of February 2025. The brand is known for its commitment to handmade and freshly prepared udon, inspired by the traditional noodle factories of Sanuki, Kagawa Prefecture.
The '25th Anniversary Marugame Nikoniko Project' will feature various campaigns throughout 2025, with the first phase being the 'Udon Caravan Goes! Udon Nikoniko Experience 25'. This initiative aims to provide customers with unique experiences related to udon, including udon-making classes and the delivery of freshly made udon to various locations.
"We want more customers to enjoy the handmade and freshly made udon from Marugame Seimen," a spokesperson for the chain stated. The first round of recruitment for the experiences will occur from April 1 to April 21, 2025, with a total of 25 groups selected through a lottery.
The project offers five different courses for participants to choose from:
- Maru Course: A communal experience where participants can enjoy freshly made udon together.
- Tsuru Course: A guided tour to learn about the roots of Marugame Seimen, including visits to the Kakogawa store and the 'Kokoro no Honke' training facility in Marugame City.
- Seimen Course: Participants can create their own special bowl of udon using ingredients of their choice.
- Men Course: A hands-on udon-making class, allowing participants to learn the craft from skilled noodle makers.
- Nikoniko Course: An opportunity to enjoy original 'Marugame Udonuts' with various toppings and sauces.
The event is scheduled to take place between June and August 2025, with details to be provided to the selected participants.
In addition to the Udon Nikoniko Experience, Marugame Seimen will also revive its popular 'Wagamachi Dashi Joge Udon 47 National Taste Tour' from April 1 to October 1, 2025. This project will allow customers to enjoy regional dipping sauces that were previously only available locally. Each month, two popular dipping sauces from various prefectures will be featured, starting with 'Aomori Prefecture Miso Curry Milk Tsuketsuyu' and 'Tokushima Prefecture Rich Pork Tama Tsuketsuyu' on April 1.
Every month on the 1st is designated as 'Kamatage Udon Day', during which the signature dish 'Kamatage Udon' will be offered at half price, making it an ideal time for customers to indulge in this beloved dish.
The logo for the 25th anniversary project was designed by a creative team based in Kagawa Prefecture. The design, inspired by the theme of 'udon love', reflects the brand's deep connection to the udon culture of Kagawa. The logo's handwritten motif symbolizes the personal touch and dedication that Marugame Seimen has maintained throughout its history.
Over the past 25 years, Marugame Seimen has achieved numerous milestones, including opening its first overseas store in Waikiki, Hawaii, in 2011 and reaching 1,000 stores worldwide by 2018. The chain has also introduced innovative products such as 'Marugame Udon Bento' and 'Marugame Shake Udon', expanding its menu to cater to a diverse customer base.
As part of its commitment to sustainability, Marugame Seimen has initiated various eco-friendly practices, including the reuse of udon buckets and educational programs for children to teach them about the joy of food. The company aims to reduce plastic usage and promote sustainable practices in its operations.
Looking ahead, Marugame Seimen is excited to celebrate its 25th anniversary with its customers, promising a year filled with smiles and delicious udon experiences. The brand encourages everyone to participate in the upcoming events and enjoy the unique flavors and experiences that Marugame Seimen has to offer.
