VALX Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; CEO: Masayuki Tadashiki; hereinafter "VALX"), the company behind the fitness brand "VALX (Bulk's)", has received widespread acclaim for its collaboration with Beans One Company Co., Ltd., operator of the sundubu specialty restaurant "Tokyo Sundubu", launched on Monday, June 1, 2026.
Amid growing interest in body conditioning ahead of summer, the menu has gained attention as a response to the demand for "maintaining high protein intake even when dining out." To further enhance customer engagement, VALX has launched a social media campaign titled "#VALX Burning Challenge."
"Dining Out Without Sacrifice": High-Protein Menu Over 50g, Supervised by Dr. Yoshinori Yamamoto
The exclusive "VALX Set" allows customers to enjoy all collaboration menu items and delivers an exceptional 【50.4g of protein】 per meal. Even the sundubu dish alone provides over 30g of protein, making it an ideal "no-compromise dining option" for those aiming to build their physique this summer. Notably, the combination of tofu (plant-based) and meat/seafood (animal-based) in sundubu aligns well with VALX's proprietary "Hybrid Protein" formula, which blends whey (animal-based) and soy (plant-based) proteins. This synergy promotes a daily protein habit: "sundubu when dining out, hybrid protein at home."
Accordingly, prizes for the social media campaign include the "VALX Hybrid Protein," the "VALX Krill Oil" linked to the oceania shrimp used in the menu, and the walking supplement "VALX RED GEAR 42 tablets," inspired by the warming sensation of sundubu.
A limited set supporting body conditioning through both meals and supplements will be awarded.
SNS Campaign "#VALX Burning Challenge" Now Live
The ongoing "#VALX Burning Challenge" invites participants to order the collaboration menu at any Tokyo Sundubu location, post a photo and review on social media with the hashtag, and enter a biweekly lottery to win one of two "VALX Sets."
<How to Participate>
① Order the collaboration menu at any Tokyo Sundubu store ② Post a photo of the menu and include "#VALX Burning Challenge" on social media
<Reward Details>
[Set A] ・VALX Hybrid Protein (Chocolate flavor) ・VALX RED GEAR 42 tablets ・Tokyo Sundubu pouch x3
[Set B] ・VALX Hybrid Protein (Cafe au Lait flavor) ・VALX Krill Oil ・Tokyo Sundubu pouch x3
Participation Campaign on Community Site
In addition to the SNS campaign, a linked initiative is running on the VALX "FUN" community site.
A user-participation survey is currently underway, and five randomly selected participants will receive their choice of one VALX product from the SNS campaign prize set.
These dual-platform initiatives aim to maximize engagement and enjoyment of the collaboration.
We encourage everyone to participate actively.
▶ Register for the VALX "FUN" Community (Free Registration)
[Menu Overview]
◉ VALX Set: ¥1,900 (tax included)
- Kimchi with Quail Eggs and Cherry Tomatoes (Half portion)
- Jeon (Korean pancake), Quarter portion
- Sundubu Set (Lunch dessert not included)
◉ À La Carte Items
・Beat the Summer! Healthy Neobancheot Sundubu: ¥1,550 (tax included)
・Flavorful Baby Scallop and Oceania Shrimp Jeon (Regular size): ¥720 (tax included)
・Store-made Limited Kimchi: Kimchi with Quail Eggs and Cherry Tomatoes: ¥480 (tax included)
[Sales Overview]
Sales Period: Monday, June 1, 2026 – Friday, July 31, 2026 *
Sales Locations: All Tokyo Sundubu stores (excluding overseas locations)
* Due to ingredient sourcing, some stores may experience stockouts.
VALX will continue to introduce new options for "enjoyable, sustainable body conditioning."
Driven by the mission "To ignite unprecedented excitement," VALX will continue launching innovative initiatives that energize and enrich people's physical and mental well-being, extending beyond the fitness industry.
[About Tokyo Sundubu]
With the concept "Make Sundubu a Part of Japanese Food Culture!" Tokyo Sundubu aims to make the comforting individual hot pot dish a staple of Japanese cuisine by offering diverse flavors and styles that resonate with Japanese tastes.
Unlike typical Korean restaurants, it features a stylish, café-like casual atmosphere, allowing guests to dine comfortably. With thousands of possible combinations of soup bases, ingredients, spice levels, and toppings, customers are encouraged to create their own unique sundubu experience.
Website: https://tokyo-sundubu.net/ Instagram: https://www.instagram.com/tokyo_sundubu_info/ X: https://x.com/TokyoSundub
[About Beans One Company]
The predecessor company launched the food service business and opened the first "Tokyo Sundubu" store in 2006. After stabilizing operations over a decade, it was spun off, and Beans One Company Co., Ltd. was established in 2017.
In addition to "Tokyo Sundubu," the company operates "[A]PIZZA (A-Pizza)," known for its square pizzas, "Tokyo Gapao" (Thai cuisine), and "umum (Umum)," a burrito specialty store. The company aims to expand its restaurant business through new store openings and development of new concepts in line with market trends.
[About VALX]
VALX is a fitness brand committed to authenticity, consistently delivering sufficient quantities and high-quality, cutting-edge products and services. It offers supplements, apparel, training gear, and fitness gyms supervised by legendary trainer Dr. Yoshinori Yamamoto. Its YouTube channel "VALX Yamamoto Yoshinori Kintore University" has over 780,000 subscribers, and its total social media following exceeds 1.55 million.
▶ View VALX Protein Products
[About VALX Co., Ltd.]
・Protein, supplements, and fitness brand "VALX"
https://shop.valx.jp/
・24-hour fitness gym "VALX GYM"
https://gym.valx.jp/
Company Name: VALX Co., Ltd.
Representative: CEO Masayuki Tadashiki
Headquarters: 3F, No.R Shibuya Minamidai Building, 16-11 Minamidai-cho, Shibuya-ku, Tokyo
Business: D2C and fitness operations
Founded: May 2006
Capital: 90 million JPY
TEL: 03-6455-0045
FAX: 03-6455-0046
URL: https://corp.valx.jp/
FACT BOX
- Source: PR TIMES
- Category: Partnership
- Products / services: VALX RED GEAR