[Event Report] Hanamaruki × THE NORTH FACE Unprecedented Collaboration Achieved at "Mt.FUJI 100"! ~2,000 Cups of "Sugu Uma Cup Miso Soup" Provided at the Non-Stop Mt. Fuji Trail Race~
Hanamaruki and THE NORTH FACE collaborated at "Mt.FUJI 100," an unprecedented event where 2,000 cups of "Sugu Uma Cup Miso Soup" were provided free of charge to runners challenging the grueling trail race around Mt. Fuji.
📋 Article Processing Timeline
- 📰 Published: May 7, 2026 at 20:00
- 🔍 Collected: May 7, 2026 at 11:31
- 🤖 AI Analyzed: May 7, 2026 at 12:25 (53 min after Collected)
Hanamaruki Co., Ltd. (Headquarters: Ina City, Nagano Prefecture; President: Shuichiro Hanaoka; hereinafter "the Company"), a miso and brewing product manufacturer, collaborated with the outdoor brand "THE NORTH FACE" at "Mt.FUJI 100," Japan's largest trail running event held from April 24 (Fri) to 26 (Sun), 2026. They provided 2,000 cups of "Sugu Uma Cup Miso Soup" free of charge to runners challenging the grueling race.
■ "Japanese Soul Food" Appears in a Grueling 100-Mile Race
Since its founding in 1966, THE NORTH FACE has upheld the spirit of "NEVER STOP EXPLORING," supporting challengers with high-performance products. Meanwhile, our company has also supported the diversifying lifestyles of consumers through fermented foods such as miso and shio koji.
At first glance, the two companies may seem like an unusual combination, but this collaboration was realized by a shared desire to "support those challenging themselves in extreme conditions with the highest quality." It became an opportunity to impress upon people the high affinity of miso soup, a traditional Japanese food, even in the latest outdoor scenes.
■ Joint Aid Station with THE NORTH FACE Established
In this collaboration, a joint aid station for Hanamaruki × THE NORTH FACE was set up. All six types of "Sugu Uma Cup Miso Soup" series (fried eggplant, long onion, spinach, seaweed & aonori, tororo kombu, and tonjiru), which were significantly renewed in March this year, were prepared. Each cup had a special "THE NORTH FACE" logo sticker, symbolizing this collaboration.
■ Supporting Challengers with "Time-Performance Strongest Miso Soup" that "Warms You to the Core" (Event Scene)
In the Mt. Fuji foothills, where temperatures drop sharply from late night to early morning, the warm miso soup permeated the exhausted bodies of many runners, becoming a "great power for completing the race."
At the site, aid staff adopted a style of pouring hot water on the spot. Maximizing the feature of "Sugu Uma Cup Miso Soup" that it "can be eaten immediately by just pouring hot water," it quickly delivered salt and energy while warming the body from the inside, without making runners, who are racing against every second, wait.
Runners who received it expressed surprise, saying, "The unusual collaboration between Hanamaruki and THE NORTH FACE is cool," and joy, saying, "My body warmed up, and I felt saved." "Sugu Uma Cup Miso Soup" became a powerful support for many runners aiming to complete the grueling challenge.
■ About Mt.FUJI 100
Mt.FUJI 100 is Japan's largest ultra-trail race, connecting trails totaling approximately 160km (100 miles) around the base of Mt. Fuji, where runners continue to run without sleep. With the concept of "a journey to explore oneself," runners challenge their mental and physical limits while experiencing the rich nature and culture of Mt. Fuji, an unparalleled Japanese asset, with all five senses. Through the event, participants cultivate a spirit of respecting the natural environment and share感動 (deep emotion/inspiration) with participants from all over the world and the local community, making it an internationally recognized event.
Event site: https://mtfuji100.com/
■ Sugu Uma Cup Miso Soup
The "Sugu Uma Cup Miso Soup" series, launched in 2016, is directly filled with powdered miso and freeze-dried ingredients, so there are no inner bags for miso or ingredients inside the cup. In addition to its features of "just add hot water," "no messy hands," and "less waste," it also boasts a rich dashi flavor and generous ingredients. Furthermore, by adopting paper material for the lid, it is an eco-friendly product that achieves approximately 40% plastic reduction compared to general instant miso soup cups*.
*Compared to our conventional cup miso soup "Hanamaruya" series
In March this year, it underwent a major renewal to commemorate its 10th anniversary. The design was refreshed, and the dashi flavor was enhanced.
Lineup: Fried eggplant, long onion, spinach, seaweed & aonori, tororo kombu, tonjiru
Selling price: Open price
Brand site: https://www.hanamaruki.co.jp/suguuma/
■ "Japanese Soul Food" Appears in a Grueling 100-Mile Race
Since its founding in 1966, THE NORTH FACE has upheld the spirit of "NEVER STOP EXPLORING," supporting challengers with high-performance products. Meanwhile, our company has also supported the diversifying lifestyles of consumers through fermented foods such as miso and shio koji.
At first glance, the two companies may seem like an unusual combination, but this collaboration was realized by a shared desire to "support those challenging themselves in extreme conditions with the highest quality." It became an opportunity to impress upon people the high affinity of miso soup, a traditional Japanese food, even in the latest outdoor scenes.
■ Joint Aid Station with THE NORTH FACE Established
In this collaboration, a joint aid station for Hanamaruki × THE NORTH FACE was set up. All six types of "Sugu Uma Cup Miso Soup" series (fried eggplant, long onion, spinach, seaweed & aonori, tororo kombu, and tonjiru), which were significantly renewed in March this year, were prepared. Each cup had a special "THE NORTH FACE" logo sticker, symbolizing this collaboration.
■ Supporting Challengers with "Time-Performance Strongest Miso Soup" that "Warms You to the Core" (Event Scene)
In the Mt. Fuji foothills, where temperatures drop sharply from late night to early morning, the warm miso soup permeated the exhausted bodies of many runners, becoming a "great power for completing the race."
At the site, aid staff adopted a style of pouring hot water on the spot. Maximizing the feature of "Sugu Uma Cup Miso Soup" that it "can be eaten immediately by just pouring hot water," it quickly delivered salt and energy while warming the body from the inside, without making runners, who are racing against every second, wait.
Runners who received it expressed surprise, saying, "The unusual collaboration between Hanamaruki and THE NORTH FACE is cool," and joy, saying, "My body warmed up, and I felt saved." "Sugu Uma Cup Miso Soup" became a powerful support for many runners aiming to complete the grueling challenge.
■ About Mt.FUJI 100
Mt.FUJI 100 is Japan's largest ultra-trail race, connecting trails totaling approximately 160km (100 miles) around the base of Mt. Fuji, where runners continue to run without sleep. With the concept of "a journey to explore oneself," runners challenge their mental and physical limits while experiencing the rich nature and culture of Mt. Fuji, an unparalleled Japanese asset, with all five senses. Through the event, participants cultivate a spirit of respecting the natural environment and share感動 (deep emotion/inspiration) with participants from all over the world and the local community, making it an internationally recognized event.
Event site: https://mtfuji100.com/
■ Sugu Uma Cup Miso Soup
The "Sugu Uma Cup Miso Soup" series, launched in 2016, is directly filled with powdered miso and freeze-dried ingredients, so there are no inner bags for miso or ingredients inside the cup. In addition to its features of "just add hot water," "no messy hands," and "less waste," it also boasts a rich dashi flavor and generous ingredients. Furthermore, by adopting paper material for the lid, it is an eco-friendly product that achieves approximately 40% plastic reduction compared to general instant miso soup cups*.
*Compared to our conventional cup miso soup "Hanamaruya" series
In March this year, it underwent a major renewal to commemorate its 10th anniversary. The design was refreshed, and the dashi flavor was enhanced.
Lineup: Fried eggplant, long onion, spinach, seaweed & aonori, tororo kombu, tonjiru
Selling price: Open price
Brand site: https://www.hanamaruki.co.jp/suguuma/