Instinct Unleashed!! Devour Directly from the Hot Griddle Pan! The "Forbidden Tag Team" of Udon and Rice! "Marugame Udon Meshi" is Born!! Kazunari Ninomiya and Elaiza Ikeda Co-star in TV CM for the First Time

Marugame Seimen Co., Ltd. (Headquarters: Shibuya-ku, Tokyo, Representative Director and President: Hiroshi Yamaguchi), a Sanuki udon specialty restaurant that pursues a moving dining experience and is particular about handmade and freshly prepared dishes, will broadcast a new TV commercial, Marugame Seimen "Instinct Unleashed! Marugame Udon Meshi is Born" preview, co-starring Kazunari Ninomiya and Elaiza Ikeda, starting Friday, April 3, 2026. Furthermore, a total of four new TV commercials, each featuring one of them, will begin airing nationwide (excluding some regions) from Tuesday, April 7, 2026.

On the same day, "Marugame Udon Meshi" will be launched nationwide at Marugame Seimen stores as a new category product. In today's era, where we are forced to constantly choose the right answer from AI optimization and overwhelming information, and rationality is prioritized over emotion. What if the impulsive and emotional "I want to eat!" fades, and only planned, rational food choices become the virtue? In such a context, when considering the role of eating out and food, we believe there should be more dining experiences that liberate and unleash our instincts.

In the TV commercial, Kazunari Ninomiya and Elaiza Ikeda are driven by the savory sound and aroma of udon and rice being spectacularly grilled on a griddle-style pan, and they eat with their "instincts fully unleashed!!" "Marugame Udon Meshi" features a fluffy and chewy texture where udon and rice are integrated. Ninomiya-san enjoys the "Addictive Sauce Flavor," made with special sauce and spices, and grilled to a fragrant finish, while Ikeda-san enjoys the "Addictive Green Onion Salt Flavor," featuring a fragrant green onion-salt dressing with spices. They eat with abandon, showcasing a synchronized eating style that belies their first-time collaboration.

《The "Forbidden Tag Team" of Udon and Rice! The New Category "Marugame Udon Meshi"
　Focus on their "Instincts Fully Unleashed!!" as they voraciously devour the deliciousness right before them!》

This TV commercial begins with a scene where udon and rice have a dramatic encounter on a griddle-style pan. Drawn irresistibly by the sizzling, savory steam and sound, Ninomiya-san and Ikeda-san are captivated. With eyes sparkling with anticipation, their primal desire to "eat" explodes before "Marugame Udon Meshi," and they devour it with abandon. The moment they take a bite, they eat with a "Instincts Fully Unleashed!!" fervor, as if leaving daily logic behind. Witnessing them accelerate with the cry of "GO!! CRAZY!!" is a must-see. The commercial concludes with powerful shots announcing the "Birth!!" of "Marugame Udon Meshi Addictive Sauce Flavor" and "Marugame Udon Meshi Addictive Green Onion Salt Flavor." Enjoy an energetic worldview that awakens the instincts, with visually stunning steam rising from the piping hot griddle pan, sound that stimulates hearing, aroma that dominates the sense of smell, and an overwhelmingly powerful taste that captivates the palate.

The making-of footage captures candid moments of Ninomiya-san and Ikeda-san meticulously checking their movements, and then forgetting the cameras as they enthusiastically devour the food once the tasting begins, as well as their cheerful smiles during breaks. The interview footage features them discussing the deliciousness of "Marugame Udon Meshi" and its appeal, which truly moved their instincts. Please enjoy it along with the TV commercial.

■New TV Commercial Overview

Title: Marugame Seimen "Instinct Unleashed! Marugame Udon Meshi is Born" Preview (15 seconds)
Broadcast Start Date: Friday, April 3, 2026
Broadcast Area: Nationwide (excluding some regions)
URL: https://youtu.be/tAeevat2uLY

Title: Marugame Seimen "Instinct Unleashed! Marugame Udon Meshi is Born" Sauce Version
URL: https://youtu.be/l2bsPeED5nY

Title: Marugame Seimen "Instinct Unleashed! Marugame Udon Meshi is Born" Green Onion Salt Version
URL: https://youtu.be/YndcCUSp6BY

Title: Marugame Seimen "Instinct Unleashed! Marugame Udon Meshi is Born" Sauce & Yakudon Version
URL: https://youtu.be/xW6Q7wvix6A

Title: Marugame Seimen "Instinct Unleashed! Marugame Udon Meshi is Born" Green Onion Salt & Yakudon Version

URL: https://youtu.be/sgxcFaZTp_M

Broadcast Start Date: Scheduled to begin airing sequentially from Tuesday, April 7, 2026
Broadcast Area: Nationwide (excluding some regions)

Marugame Seimen "Instinct Unleashed! Marugame Udon Meshi is Born" Interview Movie
URL: https://youtu.be/5l2TLORdp-0

Marugame Seimen "Instinct Unleashed! Marugame Udon Meshi is Born" Making-of Movie
URL: https://youtu.be/kErLFevqzbI

Marugame Seimen Official YouTube: https://www.youtube.com/channel/UCmlAeLv0l1c3ajaWTMKJljA

※Available on the official YouTube channel from 1:00 PM on Tuesday, March 31.

■Kazunari Ninomiya and Elaiza Ikeda Appointed "Passion Supporters"!

To embody the concept of "Marugame Udon Meshi," "GO!! CRAZY!! Instincts Fully Unleashed!!", Kazunari Ninomiya and Elaiza Ikeda, who possess instinctive expressiveness that transcends logic and an overwhelming presence that draws people in, have been appointed "Passion Supporters." They will support the dining experience of "Marugame Udon Meshi" that makes one's instincts go wild!

■Talent Profiles

■TV Commercial Cuts: Marugame Seimen "Instinct Unleashed! Marugame Udon Meshi is Born" Sauce Version

※Unauthorized reproduction of TV commercial cut images is prohibited.

■TV Commercial Cuts: Marugame Seimen "Instinct Unleashed! Marugame Udon Meshi is Born" Green Onion Salt Version

※Unauthorized reproduction of TV commercial cut images is prohibited.

※These are directorial effects for the commercial. Please do not touch hot parts directly.

■Filming Episodes

■Kazunari Ninomiya Interview

Q1. This is your first appearance in a Marugame Seimen TV commercial. What were your feelings when you received the offer, and what are your thoughts on the filming?

I've seen various people, products, and the corporate philosophy through Marugame Seimen's TV commercials before, but I never imagined I would be able to participate. So, when I received the offer, I was truly surprised. I am happy to be involved with a completely new product, "Udon and Rice," this time. The filming was centered around eating scenes, based on the concept of "GO!! CRAZY!! Instincts Fully Unleashed!!", and I think we were able to capture many dynamic shots. The product itself is incredibly delicious, and being able to eat it piping hot is fantastic. We repeated takes many times, but it was fun, and it was a satisfying day that filled both my stomach and my heart.

Q2. When you first learned about the new category "Marugame Udon Meshi," what were your thoughts?

Honestly, I was surprised. Marugame Seimen is strongly associated with the smooth texture and enjoying freshly boiled udon as it is, so the idea of mixing it with rice and grilling it caught me off guard. I was in charge of the "Marugame Udon Meshi Addictive Sauce Flavor," and I believe it has become a dish that pierces the instincts without needing any explanation, something anyone can get absorbed in.

Q3. How was it actually eating "Marugame Udon Meshi" during the filming? Were there any points that made you go "GO!! CRAZY!!" (get absorbed)?

It was a product that truly stimulated all five senses, from the aroma and sound of the sauce grilling on the griddle-style pan to the temperature. The savory aroma whetted my appetite, and once I started eating, I couldn't stop and just devoured it all at once. It felt like a moment where you could focus solely on the "Marugame Udon Meshi" in front of you, without thinking about anything else. I really want everyone to try this "Marugame Udon Meshi Addictive Sauce Flavor." I think you'll understand what I mean after just one bite. Not only is the sauce flavor fresh, but it's also perfect for lively meals with family and friends, and it feels like Marugame Seimen has come even closer to our "everyday meals."

Q4. The concept is "GO!! CRAZY!! Instincts Fully Unleashed!! Udon and Rice!!" What are some things you, Ninomiya-san, want to do with "Instincts Fully Unleashed!!" this spring, or what are you excited about?

First and foremost, I'm excited about "Marugame Udon Meshi" reaching everyone's hands. I know daily life can be busy, but I really want everyone to eat it with their instincts fully unleashed. If we can face what's in front of us with our instincts fully unleashed, I'm sure enjoyable days await. For myself, I want to tackle each job with my instincts fully unleashed. I also have plans to travel overseas starting in early spring, so I'm looking forward to enjoying those new environments with high spirits.

Q5. Finally, please give a message to Marugame Seimen's customers.

The "Marugame Udon Meshi Addictive Sauce Flavor" offers an incredible sense of satisfaction, with the chewy texture of the udon and the integration with rice that stands up to the rich, addictive sauce. I was so engrossed that I ate it fervently while sweating, thinking, "I have to eat this while it's hot!", and despite its generous volume, I finished it in no time. The sound, aroma, heat, and taste – I believe it's a dining experience that directly hits your instincts, allowing all five senses to become fully immersed. The "time to eat according to your instincts, not logic" is actually very important. So, everyone, please don't overthink it and savor it to your heart's content with your instincts fully unleashed at your nearest Marugame Seimen!

■Elaiza Ikeda Interview

Q1. This is your first appearance in a Marugame Seimen TV commercial. What were your feelings when you received the offer, and what are your thoughts on the filming?

I've loved udon since I was a child, and during my school days, I even undertook a "Udon Challenge" where I ate udon every day for lunch for three months (laughs). I was very happy to receive the offer, but on the other hand, since I often visit Marugame Seimen, I felt it might be a little embarrassing to go to the restaurant from now on. I believe I was able to show a side of myself in the filming that I haven't before. The concept was "GO!! CRAZY!!", so I fully expressed myself eating with abandon. It's a bit embarrassing to show such expressions, but I'm also looking forward to it. When I tasted it before filming, both the "Marugame Udon Meshi Addictive Green Onion Salt Flavor" and the "Marugame Udon Meshi Addictive Sauce Flavor" were impactful, yet had a light, refreshing aftertaste. To convey that appeal, I even suggested, "Maybe a scene where it feels like a gust of wind hits your mouth the moment you take a bite!"

Q2. When you first learned about the new category "Marugame Udon Meshi," what were your thoughts?

I thought, "Udon and rice" is the best combination, and it's irresistible! I love "hearty, satisfying food," so the moment I heard about it, I was convinced it would be "absolutely delicious." I particularly love the "Addictive Green Onion Salt Flavor," so I was really looking forward to the filming.

Q3. How was it actually eating "Marugame Udon Meshi" during the filming? Were there any points that made you go "GO!! CRAZY!!" (get absorbed)?

The chewy texture of the udon, the taste of the rice, the sweetness of the vegetables, combined with 20 types of spices and seasonings, create a flavor with great depth. I really want everyone to try it at least once. Rather than eating it politely and neatly, I think it's a taste that makes you want to eat it heartily and with gusto, like us in the TV commercial, even as a woman. The "Marugame Udon Meshi Addictive Green Onion Salt Flavor" has a strong taste, but it's surprisingly refreshing to eat.

Q4. The concept is "GO!! CRAZY!! Instincts Fully Unleashed!! Udon and Rice!!" What are some things you, Ikeda-san, want to tackle with "Instincts Fully Unleashed!!" this spring, or what are you excited about?

I'm planning to start jogging! I'm concerned about my lack of exercise, and spring is a lovely season to be outdoors, so I want to enjoy the city scenery by running and walking. Until now, I've been the type of person who doesn't go out much, so for me, simply venturing outside is a kind of "GO!! CRAZY!!" challenge.

Q5. Finally, please give a message to Marugame Seimen's customers.

The "Marugame Udon Meshi Addictive Green Onion Salt Flavor" has an addictive taste with a strong aroma, featuring over 20 types of spices and seasonings mixed into a special sauce. The garlic aroma that wafts through your nose is especially irresistible! I myself got so engrossed while eating that I forgot about the filming, truly experiencing a dining sensation that stimulates all five senses with "Instincts Fully Unleashed!!". The takeout boxes are also cute, so I recommend eating them outdoors. For me, as an udon lover, it was a supremely satisfying dish offering a completely new way to enjoy udon. Please be sure to visit your nearest Marugame Seimen and fully savor both "Marugame Udon Meshi" and "Marugame Yakudon"!

≪Which one will you devour first? Choose from 4 flavors of "Marugame Udon Meshi"!≫

After you place your order, each dish is grilled one by one on a griddle pan right in front of you and served immediately.

≪For those who want to enjoy plenty of udon, there's "Marugame Yakudon"! Takeaway available in special boxes!≫

【Product Overview】

■Sales Period: Tuesday, April 7, 2026 - Early June 2026

■Sales Stores:

Stores primarily located along main roads (standalone stores mainly located along main roads) nationwide at "Marugame Seimen."

※Sales start and end dates may vary by store.

【Store-specific sales status here】

https://jp.marugame.com/synced-assets/marugameudonmeshi-pdf/shoplist/shoplist_260407.pdf

※Regardless of the listing in the list, sales of the product may be canceled depending on the store's situation.

※Not available at some stores.

■Notes:

※The handle of the griddle pan is hot, so please be careful.

※Available only in one size.

※Due to being handmade, there are limits to the daily production quantity, and temporary shortages or sell-outs may occur.

■About Takeout:

※A container charge of 50 yen will be applied per item.

※For takeout, please consume as soon as possible, within approximately 2 hours. ※ "Marugame Udon Meshi Addictive Fuwadamari Sauce Flavor" cannot be taken out.

【Special Site URL】 https://jp.marugame.com/menu/marugameudonmeshi/

≪5 Features of "Marugame Udon Meshi" - Unleash Your Instincts!≫

① Achieves a Perfect Balance of Udon and Rice! A Surprising Fluffy, Chewy Texture Created by Carefully Selected Size and Ratio

An unexpected combination of udon and rice, something Marugame Seimen has never offered before. We've paid attention to the size of the udon to ensure compatibility with rice grains, designing it so that both blend together seamlessly. Furthermore, we've meticulously experimented with the ratio of udon to rice to arrive at the golden ratio. This fusion results in a unique "fluffy, chewy" texture where the softness of the udon and the firmness of the rice blend perfectly. And of course, it's not just udon and rice; it's a hearty and voluminous dish packed with ingredients like pork and vegetables.

② The Aroma of Sauce from an Udon Restaurant!? Marugame Seimen's First Griddle-Style Pan!

This is Marugame Seimen's first-ever griddle-style pan style. Each dish is prepared one by one in front of the customer and served piping hot. The two flavors, "Addictive Sauce Flavor" with its fragrant aroma and the punchy "Addictive Green Onion Salt Flavor," stimulate the appetite.

③ A Taste Made Possible by Marugame Seimen's Udon, Capable of Withstanding Rich Sauce Flavors

"Marugame Udon Meshi" achieves a flavor that can only be realized with Marugame Seimen's udon, which stands up to bold seasonings. Because the udon is handmade "freshly prepared" from flour at every store, the wheat flavor is strong and complements the sauce and robust tastes.

④ Stimulates All Five Senses! A Dining Experience That Directly Hits Your Instincts

Prepared piping hot on a griddle pan right before your eyes and served immediately, blurring the line between maker and eater. Visually stunning steam, sound that stimulates hearing, aroma that dominates the sense of smell, and an overwhelmingly powerful taste that captivates the palate. Devour this "forbidden tag team" of udon and rice, which stimulates all five senses, with reckless abandon as your desires dictate.

⑤ Of Course, Takeout is Also Available!

Take it home easily in a stylish, pop-designed special box that will lift your spirits. Whether it's during a break from work or study, or on days when you don't feel like cooking, unleash your instincts with the "forbidden tag team" of udon and rice anytime, anywhere!

≪In an Era Where Only Rationality Works, Switch ON Your Instincts! The Role of "Marugame Udon Meshi" from a "Brain" Perspective≫

"Marugame Udon Meshi" aims to be a dining experience that liberates and fully unleashes your instincts. We received comments from neuroscientist Professor Edagawa on the mechanism and relationship between the "brain and instincts (emotions)" as an advisor.

■About Marugame Seimen

With the brand message, "The udon here is alive," we constantly pursue a moving dining experience and provide customers with freshly handmade "delicious udon." Each of our stores is a noodle-making facility, with an unwavering commitment to freshness. In all over 800 stores across Japan, we tirelessly make udon from flour every day. Our "Noodle Masters," who hone their skills and sensitivity, knead 100% Hokkaido-produced wheat flour daily, cut the noodles on the spot, boil them, and serve them fresh to our customers. This is how we preserve the unique chewy texture and deliciousness. Overseas, as "Marugame Udon," we are a lively establishment where customers can enjoy freshly made, delicious udon and tempura in their own style, attracting daily queues and enjoying immense popularity.

【About Marugame Seimen's Sustainable Activities】

Marugame Seimen is engaged in sustainable activities.

For example, with the aim of promoting diversity and inclusion, we opened the "Marugame Seimen Okobo Workshop" in Kakogawa City, Hyogo Prefecture, in August 2023, to reuse kettles for Kamatama Udon. By promoting employment for people with disabilities in approximately 300 stores by 2027, we aim to repair 10,800 kettles annually and reduce annual wood waste by about 1.5 tons.

We are also actively involved in "food education activities" to convey the joy and value of food to children. In our "Kodomo Udon Class" (Children's Udon Class), children can experience mixing flour, salt, and water by hand to make udon, and we also conduct outreach classes nationwide using food trucks. Furthermore, in terms of environmental efforts, we are working to reduce plastic usage. We utilize reusable tableware in our stores and are reducing the use of petroleum-derived materials, such as incorporating bioplastics into takeout product cutlery and plastic bags.

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

■About Toridoll Holdings

With the slogan, "Fulfill the world with the thrill of food," we operate restaurant chains of various formats, continuously pursuing thrills that not only tantalize the taste buds but also shake the five senses to the point where our instincts rejoice. Toridoll Group aims for sustainable business growth by fostering "mental capital management," creating "happiness in the hearts" of our employees and "thrills in the hearts" of our customers. We will continue to pursue the "thrill of food" endlessly, aiming to become a one-of-a-kind, Japanese-born global food company, and to achieve unpredictable evolution, we are actively promoting expansion not only domestically but also internationally.

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