Four Collaboration Projects Including Newly Drawn Udon Tickets Appear! Let's Make "Exciting, Delicious Memories" This Summer with Your Family! Marugame Seimen x Sumikko Gurashi Limited-Time Collaboration!

San-X Co., Ltd. (Head Office: Chiyoda-ku, Tokyo) will hold a limited-time collaboration campaign between "Sumikko Gurashi" and "Marugame Seimen," a Sanuki udon specialty restaurant operated by Marugame Seimen Co., Ltd. (Head Office: Shibuya-ku, Tokyo).

This collaboration expresses a special world view that can only be seen here. The handmade, freshly prepared deliciousness of Marugame Seimen and the world of "Sumikko Gurashi" overlap to deliver a special collaborative experience that makes everyday meals more exciting.

Special Website▼

https://jp.marugame.com/campaign/sumikkogurashi/

Enjoy your summer vacation lunches and outings with Sumikko!

Long holidays like summer vacation are a time when families spend more time together, but also a time when worries about preparing children's daily lunches and choosing menus tend to arise.

A survey on "Meals During Summer Vacation" revealed that approximately 70% of respondents with children felt that preparing meals during summer vacation was more burdensome than usual, with many feeling the burden of lunch (※). Marugame Seimen proposes food options that offer convenience and enjoyment even in such daily routines.

※Survey by Nadia Inc. User survey on "Meals During Summer Vacation"

(Survey Period: June 30, 2025 - July 8, 2025 / 253 respondents)

Collect Sumikko and Enjoy at Marugame Seimen! Four Collaboration Projects to Be Held

【Collaboration Project 1】Picnic with Sumikko!

Limited-Time Collaboration Product "Marutto Wakuwaku Udon BOX" with Original Goods Appears

The limited-time collaboration product "Marutto Wakuwaku Udon BOX" is now available, perfect for enjoying not only in the restaurant but also for summer vacation outings and meals at home.

Since the udon is freshly made and prepared after you order, you can enjoy Marugame Seimen's signature chewy texture and smooth throat feel whether you dine in or take out.

The "Marutto Wakuwaku Udon BOX" is a colorful product that allows you to enjoy a picnic with Sumikko.

It's packed with side dishes that are easy for children to enjoy, inspired by grass, picnic sheets, and Sumikko, creating a joyful experience from the moment you open the lid.

Features of "Marutto Wakuwaku Udon BOX"

1 Deliciousness that makes you happy to look at and eat, allowing you to enjoy a picnic mood

Spinach and broccoli paste for grass, and carrotラペ for picnic sheets.

Decorated with flower-shaped kamaboko, it's a fun-looking dish as if you're out with Sumikko.

2 Colors inspired by "Sumikko Gurashi"

Combinations of shrimp tempura, corn salad, etc., express colors inspired by Sumikko.

You can enjoy the world of "Sumikko Gurashi" along with the deliciousness of Marugame Seimen's udon.

3 Plenty of vegetables for a balanced meal! A selection of familiar side dishes

Includes popular shrimp tempura, fried chicken, and octopus sausages for both children and adults, as well as a balanced selection of vegetable side dishes such as carrotラペ, spinach and broccoli paste, and corn salad.

It's prepared as a bento box that families can enjoy.

"Marutto Wakuwaku Udon BOX (with original 3D placemat & pick)"

Price: 690 yen (tax included)

Sales Period: July 14, 2026 (Tue) - August 31, 2026 (Mon)

Sales Stores: "Marugame Seimen" nationwide

Receive Original Goods with Purchase of "Marutto Wakuwaku Udon BOX"

In addition, the "Marutto Wakuwaku Udon BOX" comes with an original 3D placemat and pick. You can enjoy the world of "Sumikko Gurashi" from before eating to after finishing.

※Sales will end when supplies run out.

※May not be available at some stores.

※You cannot choose the design of the placemat or pick.

【Collaboration Project 2】Meet Sumikko Every Time You Eat Udon!

Limited Edition Newly Drawn Original Udon Tickets Appear

The "udon tickets" that are usually given out one per order of a regular udon bowl will be available in a limited edition design collaborating with "Sumikko Gurashi" during the campaign period.

These are original, newly drawn designs that can only be encountered here.

Different designs will be released in the first and second phases, allowing you to enjoy which Sumikko you'll meet each time you eat udon.

※Designs cannot be chosen.

※Products other than udon, such as tempura and Marugame Udonuts, are not eligible for distribution.

※Distribution will end when supplies run out.

※May not be available at some stores.

(Left photo) Phase 1: 5 types + 1 secret type / July 14, 2026 (Tue) - August 3, 2026 (Mon)

(Right photo) Phase 2: 5 types + 1 secret type / August 4, 2026 (Tue) - August 31, 2026 (Mon)

【Collaboration Project 3】Receive Original Collaboration Goods with Your Favorite Udon and "Marugame Udonuts"!

During the campaign period, customers who order one bowl of their favorite udon and "Marugame Udonuts" will receive original collaboration goods at random.

Phase 1 will feature "Original Displayable Coasters" in 4 types, and Phase 2 will feature "Original Bag Clips" in 4 types. Both are limited edition designs with Sumikko illustrations.

You can enjoy the collaboration with "Sumikko Gurashi" not only during meal times but also at home.

※Distribution will end when supplies run out.

※May not be available at some stores.

※The image is for illustrative purposes. Please assemble and use.

(Left photo) Phase 1: "Original Displayable Coasters" all 4 types / July 14, 2026 (Tue) - August 3, 2026 (Mon)

(Right photo) Phase 2: "Original Bag Clips" all 4 types / August 4, 2026 (Tue) - August 31, 2026 (Mon)

【Collaboration Project 4】SNS Campaign to Win Original Goods Only Available Here!

To allow more people to enjoy this collaboration project, we will be holding an SNS campaign during the period.

【Phase 1 SNS Campaign Overview】

During the target period, 100 winners will be selected by lottery to receive an original cooler bag with the "Marugame Seimen x Sumikko Gurashi" collaboration design, from those who follow the official Marugame Seimen X account "@UdonMarugame" and meet the specified entry requirements.

We encourage you to follow our official X account and participate.

・Entry Requirements

Please check the campaign target post on the official Marugame Seimen X account "@UdonMarugame".

(Please note that if your account is private or set to not receive chats (formerly direct messages), you will not be eligible for the lottery.)

・Campaign Period: July 14, 2026 (Tue) - July 18, 2026 (Sat)

・Number of Winners: 100 people

・Prize: "Marugame Seimen x Sumikko Gurashi" Collaboration Design Original Cooler Bag

An SNS campaign is also planned for Phase 2.

Details will be announced on the official Marugame Seimen X account.

About Marugame Seimen

With the brand message "The Udon Here is Alive," we pursue the ultimate deliciousness every day and offer handmade "delicious udon" to our customers. Each of our stores is a noodle factory, and with an unwavering commitment to freshness, we continue to make udon from scratch every day in all of our over 800 stores nationwide. It is precisely because our "noodle artisans" hone their skills and senses, knead 100% Hokkaido wheat flour daily, cut the noodles on the spot, boil them, and serve them freshly made to our customers, that we can maintain our unique chewy texture and deliciousness.

Overseas, as "Marugame Udon," we are supported by many customers as a vibrant restaurant where they can enjoy freshly made, delicious udon and tempura in their own style.

About Toridoll Holdings

With the slogan "Fill this planet with the emotion of food," we operate a diverse range of restaurant chains and pursue the provision of moving experiences that not only stimulate the sense of taste but also all five senses and stir primal instincts. We believe that "mental capital management," which enhances both the "happiness of our employees' hearts" and the "emotional satisfaction of our customers," is the driving force behind this.

We aim to become the world's only Japanese-originated global food company by continuously pursuing "moving food experiences" and achieving unpredictable evolution, and we will actively expand both domestically and internationally.

HP: https://www.toridoll.com/

About Sumikko Gurashi

A character born in 2012 with the keyword "It's calming here." Its slightly negative and surreal characters and stories, not just cute, have gained popularity across a wide range of age groups. When taking a train, seats in the corner are filled first, and when going to a cafe, you want to secure a seat in the corner as much as possible... The "Sumikko" characters embody the feelings that many Japanese people have.

▼See More Details https://www.san-x.co.jp/ja/characters/sumikkogurashi/

▼Sumikko Gurashi Official X https://x.com/sumikko_335

About San-X (https://www.san-x.co.jp/company/) We continue to create over 1,000 100% original characters such as Rilakkuma, Sumikko Gurashi, and Tarepanda, and deliver their mysterious charm to the world through original products, licensing business, various events and promotions, and videos. Our characters are cute in appearance, but have a subtly humorous surrealism and a gentleness that embraces and comforts the heart. San-X characters, which are more than just cute, attract many people.

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