Marugame Seimen Collaborates with "Sumikko Gurashi"! Limited-Time Collaboration "Marutto Wakuwaku Udon BOX" and 4 Other Projects Featuring Newly Drawn Udon Tickets!

Marugame Seimen Co., Ltd. (Headquarters: Shibuya-ku, Tokyo, President: Hiroshi Yamaguchi), a Sanuki udon specialty restaurant that pursues exciting food experiences and is committed to handmade, freshly prepared dishes, will hold the "Marugame Seimen x Sumikko Gurashi Collaboration Campaign" featuring four limited-time collaborative projects with "Sumikko Gurashi," a character series loved by a wide range of generations from children to adults for its gentle and healing world, starting July 14, 2026.

This campaign will feature the collaborative product "Marutto Wakuwaku Udon BOX," a box filled with cold udon and colorful side dishes such as shrimp tempura, octopus sausages, and fried chicken, allowing customers to enjoy a picnic with Sumikko, limited-edition original udon tickets with newly drawn designs exclusive to this collaboration, and original merchandise obtainable with the purchase of eligible products. This summer, Marugame Seimen and "Sumikko Gurashi" will deliver a summer moment that makes everyday meals more enjoyable for families, children, and adults alike.

©San-X

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

"This summer, create "exciting, delicious memories" at Marugame Seimen. A limited-time collaboration with "Sumikko Gurashi.""

"Sumikko Gurashi" is a character series with the concept "It's nice to be in a corner," featuring slightly individualistic Sumikko characters who feel at ease in corners, and is loved by a wide range of generations from children to adults. Marugame Seimen, which is committed to every "corner" for its handmade, freshly prepared dishes and offers udon made from scratch, resonates with "Sumikko Gurashi" in their shared passion, leading to this collaboration.

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

©San-X

Enjoy summer vacation lunches and outings with Sumikko!

Long holidays like summer vacation often mean more family time, but they can also bring worries about preparing children's daily lunches and choosing menus. A survey on "meals during summer vacation" revealed that about 70% of respondents with children feel that preparing meals during summer vacation is more burdensome than usual, with many feeling the burden of preparing lunch (※). Marugame Seimen offers food options that provide ease and enjoyment even in such daily routines.

※Survey conducted by Nadia Inc. on "Meals during summer vacation." (Survey period: June 30 - July 8, 2025 / 253 respondents)

Collaboration Project 1

Picnic with Sumikko! Limited-time collaborative product "Marutto Wakuwaku Udon BOX" with original merchandise is now available!

The limited-time collaborative product "Marutto Wakuwaku Udon BOX" is available for dine-in, summer vacation outings, and meals at home. Since the udon is freshly made and prepared after ordering, customers can enjoy Marugame Seimen's signature chewy texture and smooth finish whether dining in or taking out.

The "Marutto Wakuwaku Udon BOX" is a colorful product that allows you to enjoy a picnic with Sumikko. It is filled with colorful side dishes that are easy for children to enjoy, inspired by grass, picnic sheets, and Sumikko characters, creating a joyful experience from the moment you open the lid.

©San-X

Features of "Marutto Wakuwaku Udon BOX"

1. Deliciousness that makes you happy to see and eat, evoking a picnic mood

Spinach and broccoli paste represents grass, and carrotラペ represents a picnic sheet.

Flower-shaped kamaboko is added to create a fun appearance as if you are out with Sumikko.

2. Colors inspired by "Sumikko Gurashi"

Shrimp tempura and corn potato salad are combined to 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 combination of familiar side dishes

In addition to popular shrimp tempura, fried chicken, and octopus sausages for both children and adults, it also includes a balanced selection of vegetable side dishes such as carrotラペ, spinach and broccoli paste, and corn potato salad. It is prepared as a bento box that families can enjoy together.

"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 stores nationwide

"Original merchandise included with every 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.

©San-X

©San-X

*Sales will end when supplies run out.

*May not be available at some stores.

*The designs of the placemat and pick cannot be chosen.

Collaboration Project 2

Encounter Sumikko every time you eat udon! Limited-edition newly drawn original udon tickets are now available!

The "udon tickets" usually given one per order of udon will be available in a limited-edition design collaborating with "Sumikko Gurashi" during the campaign period. These are original designs drawn exclusively for this collaboration. With the first and second phases featuring different designs, you can look forward to encountering different Sumikko characters 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 distributed at some stores.

Phase 1: 5 types + 1 secret type

July 14, 2026 (Tue) - August 3, 2026 (Mon)

©San-X

Phase 2: 5 types + 1 secret type

August 4, 2026 (Tue) - August 31, 2026 (Mon)

©San-X

Collaboration Project 3

Receive original collaboration merchandise with your favorite udon and "Marugame Udonuts"!

During the campaign period, customers who order one favorite udon and "Marugame Udonuts" will receive original collaboration merchandise at random. The first phase will feature "Original Displayable Coasters" in 4 types, and the second phase will feature "Original Bag Clips" in 4 types. Both are limited-edition designs featuring illustrations of Sumikko characters. You can enjoy the collaboration with "Sumikko Gurashi" not only during meals but also at home.

*Distribution will end when supplies run out.

*May not be distributed at some stores.

*The image is a usage example. Please assemble before use.

Phase 1: "Original Displayable Coasters" - 4 types

July 14, 2026 (Tue) - August 3, 2026 (Mon)

©San-X

Phase 2: "Original Bag Clips" - 4 types

August 4, 2026 (Tue) - August 31, 2026 (Mon)

©San-X

Collaboration Project 4

SNS campaign to win exclusive original merchandise by lottery!

To allow more people to enjoy this collaboration project, an SNS campaign will be held 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 application conditions.

Please take this opportunity to follow our official X account and participate.

*Participation 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 the second phase. Details will be announced on the official Marugame Seimen X account.

About "Sumikko Gurashi"

Born in 2012 with the keyword "It's nice to be in a corner," this character series has gained popularity among a wide range of people not just for its cuteness, but also for its slightly negative and surreal characters and stories. Many Japanese people feel a sense of comfort in corners, whether it's the corner seat on a train or a corner table at a cafe, and the "Sumikko" characters embody this feeling.

About Marugame Seimen

With the brand message "The udon here is alive," we pursue exciting food experiences every day and offer delicious handmade udon to our customers. Each of our stores is a noodle factory, and we are thoroughly committed to freshness, making udon from scratch every day in all of our over 800 stores nationwide without sparing any effort. It is precisely because our "noodle artisans" who hone their skills and intuition knead 100% Hokkaido wheat flour daily, cut the noodles on the spot, and boil them to serve freshly made to our customers, that we can maintain our unique chewy texture and deliciousness.

Internationally, 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.

[Marugame Seimen's Sustainable Activities]

Marugame Seimen is engaged in sustainable activities.

For example, to promote diversity and inclusion, we opened the "Marugame Seimen Oke Kobo" (Bucket Workshop) in Kakogawa City, Hyogo Prefecture, in August 2023, to reuse釜揚げうどん (kamaage udon) buckets. By 2027, we aim to employ people with disabilities in approximately 300 stores, repair 10,800 buckets annually, and reduce approximately 1.5 tons of wood waste annually.

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 making udon from scratch with flour, salt, and water, and we conduct outreach classes nationwide using food trucks. Furthermore, we are working to reduce plastic usage in terms of environmental impact. We are promoting the reduction of petroleum-based materials by using reusable tableware in stores and incorporating bioplastics into cutlery and plastic bags for takeout products.

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

About Toridoll Holdings

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

We aim to become a one-of-a-kind global food company originating from Japan, achieving unpredictable evolution by endlessly pursuing "thrilling food experiences," and will continue to expand actively both domestically and internationally.

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