Hanamaru Udon Meat Shop (Akasaka Hitsotsugi-dori store), a New Initiative from the 'Oidemai! Sanuki Project,' Debuts in Honshu! Limited-Time Nationwide Sale of 'Baku Tantan' Weighing Approximately 1kg.

Hanamaru Co., Ltd. (Headquarters: Takamatsu City, Kagawa Prefecture; President: Yoshihiro Maeda; hereinafter "Hanamaru"), against the backdrop of its "Oidemai! Sanuki Project" aimed at creating new value for Sanuki Udon, will renovate its Akasaka Hitsotsugi-dori store into a new concept store, "Hanamaru Udon Meat Shop (Akasaka Hitsotsugi-dori store)," on Wednesday, May 13, 2026. This store is located immediately near Akasaka-Mitsuke Station, in an area densely populated with offices and restaurants.

Concurrently, the company will offer "Baku Tantan," an udon dish with a total weight of approximately 1kg and approximately 340g of meat, developed based on the popular "Hiyashi Tantan" (Chilled Tantan) which has sold over 5 million servings, for a limited time nationwide. Additionally, the meat-focused store will offer exclusive "meat udon" menus.

From Kagawa, the project has expanded new ways to enjoy udon while preserving tradition, revealing the value of "diversity" in Sanuki Udon. By catering not only to the demand for light meals but also for satisfying, substantial meals, the project has reached new customer segments. This new store is positioned as an extension of these efforts, proposing new charms of udon through a product lineup centered on meat. In conjunction with this, multiple initiatives will be carried out, including making Hanamaru's signature "Hiyashi Tantan," which has undergone evolution, a regular menu item (from spring to autumn) and a limited-time advertising campaign at Akasaka-Mitsuke Station.

From initiatives in Kagawa to expansion into Honshu: "Hanamaru Udon Meat Shop (Akasaka Hitsotsugi-dori store)"

Through the "Oidemai! Sanuki Project," as we confronted the value of Sanuki Udon, we once again focused on its "diversity." Based on the original form of Sanuki Udon, where various ways of enjoying it are established through taste, eating methods, and combinations, not just a light bowl, we have been expanding its possibilities within Kagawa Prefecture since August 2025 by launching a meat-focused store, the "Meat Shop (Takamatsu Hyogo-machi store)." By combining elements such as the richness of meat and its volume, we have proposed a new kind of udon that breaks away from the conventional image of Sanuki Udon, and we have felt the positive response to the expansion of ways to enjoy udon. This "Hanamaru Udon Meat Shop (Akasaka Hitsotsugi-dori store)" is positioned as a new step to deliver that value to more people, originating from these efforts in Kagawa. Based on the concept of "tradition and innovation" cultivated through the "Oidemai! Sanuki Project," we will propose new possibilities for Sanuki Udon even in urban areas.

<Store Overview>

Store Location: ORANGE BOX, 1F, 3-19-9 Akasaka, Minato-ku, Tokyo 107-0052

Store Name: "Hanamaru Udon Meat Shop (Akasaka Hitsotsugi-dori store)"

Business Hours: [Weekdays] 10:00-21:00 [Saturdays] 11:00-20:30 [Sundays & Holidays] 11:00-15:30 (Last order 30 minutes before closing)

New menu items pursuing "satisfaction" to be rolled out nationwide at Hanamaru Udon

1. "Baku Tantan" (Explosive Tantan), a flagship menu item born from the popular "Hiyashi Tantan" and weighing approximately 1kg (limited time nationwide)

"Baku Tantan" is a dish developed based on "Hiyashi Tantan," which has surpassed 5 million servings and grown into a popular menu item representing Hanamaru Udon. The combination of chewy Sanuki Udon and rich Tantan flavor has gained widespread support from many customers, and this dish was born by further refining its appeal. With an overwhelming volume of approximately 1kg total weight and approximately 340g of meat, this product embodies the value of a "satisfying meal." In conjunction with the renovation of "Hanamaru Udon Meat Shop (Akasaka Hitsotsugi-dori store)," it will be sold nationwide for a limited time.

Selling Stores: All "Hanamaru Udon" stores nationwide

* Excluding some stores

Sales Period: May 13 to June 3, 2026 (planned)

Product Price: Medium: 1,380 yen, Large: 1,600 yen

* All prices include tax * This menu item is for in-store dining only.

"Hiyashi Tantan," Hanamaru's "Summer Staple," surpasses 5 million servings

"Hiyashi Tantan," which has surpassed 5 million servings, has been a popular menu item supported by many customers due to its rich yet easy-to-eat flavor and its excellent compatibility with chewy Sanuki Udon.

It is a dish that expresses the profound taste of authentic Tantamen in Hanamaru's style, combining the refreshing aroma and numbing sensation of Sichuan peppercorns (huajiao), the richness of sesame, and umami, along with a special meat miso paste (jang) that is the key to its flavor.

By intertwining the firm chewiness of chilled udon, rich and deeply flavorful sesame sauce, fragrant spices, and umami-rich meat miso paste, it achieves both a smooth texture and satisfying bite. While having an authentic taste, its exquisite balance makes it easy to eat until the very end. This year, instead of the usual limited summer sales, customers have requested it be made permanent.