Fans of Sumikko Gurashi have something exciting to look forward to this summer. Popular udon chain Marugame Seimen (丸亀製麺) has announced a limited-time collaboration with the beloved San-X character brand, launching simultaneously at all locations across Japan from 14 July 2026. The campaign spans four distinct initiatives, covering exclusive food items, collectible wooden tokens, character merchandise, and a social media giveaway.
About Sumikko Gurashi
Sumikko Gurashi debuted in 2012 under the concept of “this corner is where I feel most at ease.” The characters — slightly negative, endearingly quirky, and full of surreal charm — have won over fans of all ages. They embody the very relatable Japanese feeling of always gravitating toward the corner seat on a train or the quietest table in a café.
The Four Collaboration Campaigns
1. “Marutto Wakuwaku Udon BOX” — A Picnic-Style Udon Set
The centerpiece of the collaboration is the “まるっとワクワクうどんBOX” (Marutto Wakuwaku Udon BOX), a limited-edition cold udon set designed to evoke a picnic outing with the Sumikko characters. Each box is packed to order with freshly made udon — ensuring Marugame Seimen’s signature chewy texture — alongside a colorful spread of toppings and sides including prawn tempura, fried chicken, and octopus-shaped sausage. Vegetable sides include corn potato salad, carrot rapée, and a spinach-and-broccoli paste arranged to resemble a grassy lawn, while the carrot rapée doubles as a picnic blanket. Flower-shaped kamaboko fish cake adds the finishing decorative touch.
The set comes with an original 3D placemat and character picks, and is available for both dine-in and takeaway — perfect for summer outings or meals at home. Price: ¥690 (tax included). Available from 14 July to 31 August 2026 at all Marugame Seimen locations nationwide.
2. Limited-Edition Udon Fuda (Udon Tokens) with Exclusive Artwork
Marugame Seimen’s signature wooden “udon fuda (うどん札)” tokens — distributed one per udon bowl ordered — will be reimagined in special Sumikko Gurashi designs featuring newly drawn illustrations. The tokens will be released in two waves, each featuring a different design.
3. Original Collaboration Merchandise
Customers who order one bowl of udon together with a “Marugame Udonatsu (丸亀うどーなつ)” will receive an exclusive Sumikko Gurashi x Marugame Seimen collaboration gift.
4. SNS Campaign — Win a Collaboration Cooler Bag
A social media campaign will run on X (formerly Twitter) during the collaboration period. Users who follow the official Marugame Seimen X account and meet the specified entry conditions will be entered into a draw for a chance to win one of 100 original collaboration cooler bags featuring the Marugame Seimen x Sumikko Gurashi design.
This summer-only collaboration between Marugame Seimen and Sumikko Gurashi is a treat for fans of both brands. If you’re in Japan between July and August 2026, be sure to stop by your nearest branch and join in the fun.
(C) San-X
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