Yayoiken Launches 'National Dashi Gourmet Best Selection' Campaign: Win Local Delicacies That Pair Perfectly with Dashi Ochazuke from 10 Regions Across Japan

Plenus Co., Ltd. currently operates 376 'Yayoiken' fixed-price restaurants across Japan as of the end of May 2026. Yayoiken shares information about new products through its official social media channels: X, Instagram, and LINE. (#Yayoiken)

Yayoiken will revamp its 'dashi service' offered at the 'O-kawari Corner' (free refills) in July 2026. The new dashi incorporates not only 'Katsuo-bushi made in枕崎 (Makurazaki)' and 'Hokkaido-produced Ma-konbu' but also adds宗田節 (Souda katsuo-bushi) and niboshi (dried baby sardines), achieving a richer, more authentic umami flavor than ever before.

To allow more customers to enjoy the appeal of this new dashi, Yayoiken will launch a members-only campaign via its official app called the 'National Dashi Gourmet Best Selection.' By entering the campaign, participants will have the chance to win, through a lottery draw, a set featuring a regional specialty selected from 10 different areas across Japan that pairs perfectly with dashi ochazuke, along with the new dashi. A total of 100 winners will be selected.

Free dashi refills now feature an even more authentic, premium flavor

At Yayoiken, customers can enjoy free hot dashi alongside unlimited rice refills.

For this revamp, Yayoiken reevaluated the ingredients and blend of dashi to better complement the natural sweetness and umami of its signature Kinme rice. Building upon a base of 'Makurazaki-made katsuo-bushi' and 'Hokkaido Ma-konbu,' the addition of Souda katsuo-bushi and niboshi creates a dashi that delivers rich, satisfying flavor the moment it touches the palate. At the same time, a clean, light finish enhances the inherent deliciousness of the rice. Whether enjoyed on its own or poured over rice as 'dashi ochazuke,' this upgraded dashi offers a more refined and flavorful experience. It's perfect as a finishing touch to a set meal or as a way to elevate the taste of rice, suitable for a variety of dining moments. We invite you to experience this uniquely Yayoiken flavor that brings out the full deliciousness of Kinme rice with the newly improved dashi.

Launch of the 'National Dashi Gourmet Best Selection' Campaign

To celebrate the launch of the new dashi, Yayoiken will run the 'National Dashi Gourmet Best Selection' campaign, highlighting regional food cultures from across Japan.

By entering via the official app, customers can vote for their favorite regional dish from a selection of 10 local specialties chosen from 10 different regions that pair well with dashi ochazuke. Ten winners from each region (100 winners in total) will receive a prize set including the regional specialty they voted for and the new dashi.

This campaign offers a fun way to enjoy the combination of Japan’s diverse regional culinary traditions with Yayoiken’s new dashi.

【National Dashi Gourmet Best Selection Campaign Details】

Entry Period

Wed, Jul 1 – Fri, Jul 31

How to Enter

1 Download the Yayoiken app

2 Visit the campaign’s dedicated page within the Yayoiken app and select your favorite regional dish from the 10 options that pair well with 'dashi ochazuke' to enter

※ One entry per person (per account)

Prize

A set including the regional specialty selected in the entry and the new dashi

※ Image is for illustrative purposes only.

Number of Winners

10 winners per region × 10 regions

Total: 100 winners

※ Winners will be notified by prize shipment.

※ Prize shipments are scheduled for September 2026.

Campaign Inquiries

Yayoiken Customer Service Center

https://www.yayoiken.com/contact/

Phone support hours: 10:00–17:30

Convenient and rewarding! The official Yayoiken app!

The Yayoiken app allows you to check new product and campaign information, browse menus, search stores, and even place direct orders via Demae-kan and Uber Eats from within the app. It also offers QR coupons and stamp-based rewards—earn stamps by playing mini-games and redeem them for discounts. For more details, please visit the URL below.

https://www.yayoiken.com/mobile_apps/

Download the app here