Soba Ichi's 15th Anniversary Project Part 2: Limited Sale of 1,500 "Spicy Seaweed Tsukemen with Suica Penguin Fried Kamaboko" from July 16 (Thu)!

JR East Cross Station Co., Ltd. Foods Company (Location: Shibuya-ku, Tokyo, Company President: Hirofumi Nakamata), which operates Soba Ichi, will celebrate its 15th anniversary on March 26, 2026. As the second part of its 15th-anniversary project, it will sell limited-edition products topped with Suica Penguin motifs ("fried kamaboko" and "fish cake") to commemorate the occasion.

[Part 2] Soba Ichi 15th Anniversary Campaign Overview

1 Limited to 1,500 servings! "Spicy Seaweed Tsukemen with Suica Penguin Fried Kamaboko" sold at 8 select stores.

Sales Stores: Ecute Akabane, Perrier Keihin-Makuhari, Kanda, Ebisu, Ecute Akihabara,

Takasaki, Shin-Urayasu, Shibuya Shin-Minami Gate Inside

Sales Period: From July 16, 2026 (Thu) 10:00, limited quantity.

(Sales will end once the quantity of fried kamaboko sheets is reached)

2 Limited to 38,000 servings! Fish cakes on soba will be changed to "Suica Penguin" motif designs.

Sales Stores: 17 Soba Ichi stores (Soba Ichi Niwa Ecute Ueno is excluded).

Sales Period: From July 24, 2026 (Fri) opening, limited quantity.

(Sales will end once the quantity of fish cakes is reached)

* Suica Penguin is the character for "Suica" of East Japan Railway Company. * Suica is a registered trademark of East Japan Railway Company.

1 Limited to 1,500 servings! "Spicy Seaweed Tsukemen with Suica Penguin Fried Kamaboko" sold at 8 select stores.

As a 15th-anniversary commemorative product, we will sell spicy seaweed tsukemen with "Suica Penguin fried kamaboko" topping.

Product: Spicy Seaweed Tsukemen with Suica Penguin Fried Kamaboko

Price: ¥620 (incl. tax) ~

Period: From July 16, 2026 (Thu) 10:00, limited quantity.

Sales will end once the quantity of fried kamaboko sheets is reached.

Stores: 8 Soba Ichi stores

Number of servings sold: Total of 1,500 servings across 8 stores.

[About the Fried Kamaboko Sheet]

This is a delicious food sheet made from thinly baked surimi (fish paste), familiar as a snack or accompaniment.

©Chiharu Sakazaki / JR East / DENTSU Suica by JR East

2 Limited to 38,000 servings! Fish cakes on soba changed to "Suica Penguin" motif. For the 15th anniversary, the fish cakes served on soba will be changed to "Suica Penguin fish cakes."

Product: All products served with fish cake.

Products not served with fish cake are Mori Soba and Nidansori Soba.

Period: From July 24, 2026 (Fri) opening, limited quantity.

Stores: All Soba Ichi stores (17 stores).

Soba Ichi Niwa Ecute Ueno, which does not serve fish cake, is excluded.

Number of servings sold: Total of 38,000 servings across 17 Soba Ichi stores.

[Sale of Suica Penguin Fish Cake at Event]

Limited sale of 1,000 units at "Suica Summer Festival Powered by JR-Cross."

Fish cake size: Approx. 125g, 12 slices x 8mm thick

Price: ¥780 (incl. tax)

Date & Time: July 24 (Fri) - July 26, 2026 (Sun)

Location: JR Tokyo Station, B1F, inside ticket gates, Gransta Tokyo

Event Space "Square Zero"

©Chiharu Sakazaki / JR East / DENTSU Suica by JR East

* Suica Penguin is the character for "Suica" of East Japan Railway Company. * Suica is a registered trademark of East Japan Railway Company.

3 Seasonal Product Launch

Yamagata Dashi Nebatoro Soba: ¥700~ (incl. tax)

Sales Period: July 1 (Wed) - Sept 2 (Wed)

A refreshing dish perfect for the hot season, with classic textures.

This visually cool dish offers a delightful experience with the crisp texture of Yamagata dashi made with summer vegetables like cucumbers, and the smooth, slippery texture of grated yam. Following the local Yamagata style, it's served with bonito flakes to enhance the umami, making it a perfect taste for hot summer days.

* Yamagata dashi is a regional dish from Yamagata Prefecture made by finely chopping and mixing summer vegetables (cucumbers, eggplant, etc.) and aromatic vegetables (myoga, shiso, etc.).

Spicy Seaweed Tsukemen: ¥620~ (incl. tax)

Sales Period: July 16 (Thu) - Sept 16 (Wed)

A spicy seaweed tsukemen you'll want to eat again and again!

This special spicy sauce, designed to whet your appetite even in the hot season, features the aroma of two types of black pepper and the spiciness of chili oil. Grated daikon radish adds a refreshing aftertaste, andバラ海苔 (bar-shaped seaweed) enhances the overall flavor.

Enjoy the addictive spicy flavor.

4 Beat the Heat! Special Offer: Get an extra serving of noodles (1 portion) for ¥50 (incl. tax) less than usual on all menu items for a limited time!

To help you enjoy our refreshingly cold soba with a generous portion during the hot summer, we are offering an extra serving of noodles (1 portion) for ¥50 less than usual for a limited time.

Period: July 1, 2026 (Wed) - September 16, 2026 (Wed)

Details: Normally ¥200 (incl. tax) for an extra serving of noodles,

during this period only, it will be sold for ¥150 (incl. tax), a ¥50 discount.

Stores: All Soba Ichi stores (16 stores).

The following stores, which offer different products, are excluded.

5 SNS #YasatonoNatto Hashtag Campaign

Starting July 1 (Wed), the natto served will be changed to Ibaraki Prefecture's "Kore ga Yasato no Megumi da." natto.

Customers who eat natto in-store and post on social media will be entered into a lottery to win a 3-pack x 4 set of Yasato Natto. (Natto is available for breakfast menus and can also be purchased individually.)

Campaign Period: July 1, 2026 (Wed) - July 31, 2026 (Fri)

Prize: A 3-pack x 4 set of Ibaraki Prefecture's "Kore ga Yasato no Megumi da." natto

will be awarded to 20 winners by lottery!

How to Apply:

1 Follow the official X account of Irorian Kiraku Soba Ichi.

2 Eat "Natto" in-store and post a photo of the product on X with the hashtags "#KoregaYasatoNoMegumiDa" and "#PR."

3 20 winners will be selected by lottery to receive a 3-pack x 4 set of Yasato Natto.

Irorian Kiraku Soba Ichi Official X Account

◆ About Ibaraki Prefecture's "Kore ga Yasato no Megumi da." Natto

The raw ingredient for this natto is "Natto Kotsubu Daizu," a soybean variety that Ibaraki Prefecture has selectively bred for its suitability for natto. These soybeans have a strong stickiness, a moderate firmness, and a delicate flavor.

Made from soybeans produced by local farmers with a focus on the manufacturing process, this natto excels in taste, aroma, and stickiness.

About Soba Ichi

Soba Ichi is a soba noodle specialty restaurant recommended for its fresh soba noodles, made daily in our own factory, and crispy tempura fried in-store.

With the desire to serve a wide range of customers, from young to old, our stores feature spacious seating and a clean, bright atmosphere. We aim to be a place where people feel they can "stop by every day."

©Chiharu Sakazaki / JR East / DENTSU Suica by JR East

* Suica Penguin is the character for "Suica" of East Japan Railway Company.

* Suica is a registered trademark of East Japan Railway Company.

About JR East Cross Station Co., Ltd.

Company Name: JR East Cross Station Co., Ltd.

Headquarters: South Gate Shinjuku Building 6F, 5-33-8 Sendagaya, Shibuya-ku, Tokyo

Established: April 1, 2021 (Reiwa 3)

President & CEO: Atsuko Ito

Composed of four companies: Retail Company, which operates convenience stores such as "NewDays" and specialty stores; Foods Company, which focuses on food and beverage manufacturing and sales, including "Irorian Kiraku," "Bex Coffee Shop," "Honoriya," and "Ekiben-ya"; Water Business Company, which develops beverage products like "From AQUA" and operates vending machines; and Development Company, which operates in-station commercial facilities such as "Ecute" and "Gransta."