Hokka Hokka Tei Celebrates 50th Anniversary! Launching 50 Initiatives, Commemorative Bento, and Original Typography

Hokka Hokka Tei, operated by the pioneer of the takeout bento industry, Hokka Hokka Tei Souhonbu Co., Ltd. (Headquarters: Osaka; Chairman & President: Tatsuya Aoki), will celebrate its 50th anniversary on June 6, 2026, since the opening of its first store in Soka City, Saitama Prefecture, in 1976.

Marking this milestone, the company has established a new vision for the future: 'Next, what shall we make? Cook !dea.' The goal is to become a shop that 'cooks ideas,' providing not only delicious meals but also a sense of surprise and inspiration the moment a customer opens their bento box.

Along with this, the company will launch the 50th Anniversary Commemorative Bento, 'Chicken Katsu Neapolitan Bento,' starting Monday, June 1, 2026. Furthermore, the '50!dea' project has been initiated to deliver 50 exciting projects within the year. The special anniversary website launched today features the long-awaited original 'Hokka Font,' which gained significant attention on social media, and announces campaigns for the official 'Hokka App.' Various gratitude-filled initiatives will be rolled out sequentially throughout the year.

■ New 50th Anniversary Logo Unveiled
The anniversary logo symbolizes Hokka Hokka Tei, its customers, and the families and friends who enjoy meals together, all connected by smiles. It reflects the company's wish to connect people through the 'ideas' they create. This logo will be featured in tools and campaigns across all Hokka Hokka Tei stores nationwide.

■ 50th Anniversary Project: '50!dea' Begins!
To express gratitude to customers, the '50!dea' project aims to deliver 50 'thrilling' initiatives within the year. These will be sequentially revealed on the special anniversary website.

① The First Commemorative Bento: 'Chicken Katsu Neapolitan Bento'
Since its founding, Hokka Hokka Tei has focused on the importance of rice as an essential part of the bento, using 100% domestic original blend 'Aijo-mai' rice steamed fresh in-store. While maintaining this dedication to rice, the company is taking on a new challenge to appeal to younger generations and women who favor wheat-based products like bread and pasta. The 'Chicken Katsu Neapolitan Bento' blends tradition and evolution.

● [Launching June 1, 2026] Chicken Katsu Neapolitan Bento: 590 yen (tax included)
This first commemorative bento allows customers to enjoy both rice and noodles. It features a mini sauce chicken katsu bowl and a specially prepared Neapolitan pasta. The chicken katsu is hand-breaded and fried in-store to achieve a crispy texture, served over rice with fresh shredded cabbage and a savory sweet-and-spicy sauce. The Neapolitan pasta uses a rich tomato-based sauce with a refreshing touch of lemon juice and mixed bell peppers for color.