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Celebrating 60 Years of Hakone Soba

This year marks a momentous occasion for Hakone Soba as they celebrate their 60th anniversary, having commenced operations in 1965 at Shinjuku Station. To express gratitude to the local community that has embraced them through decades, they are launching a series of special events starting August 5, 2025. This date is significant not only as it commemorates the founding of their first store, but it's also known as 'Hakosoba Day,' certified by the Japan Anniversary Association due to the pun on the number eight and five, which sounds like 'hako' (box).

From that day, a special commemorative train, featuring the 'Hakone Soba 60th Anniversary Mark', will be running on the popular EXE Romancecar trains along with a unique onboard event. The event train will include special decorations, interactive games, and opportunities for guests to win Hakone Soba merchandise. This initiative aims to enhance brand recognition and deepen connections with loyal customers.

The iconic standing soba shop is a rare gem in today’s changing food landscape, where the industry has seen a decline in the number of similar establishments. Hakone Soba has thrived with its foundational practices of offering freshly made noodles, nourishing broth, and unique dishes like 'croquette soba' and 'tofu soba,' while also ensuring its offerings remain rooted in local culture. The chain operates 34 shops along the Odakyu line and is renowned as a 'soul food' of the local region, creating a cherished presence for travelers and residents alike.

Special Commemorative Events

In alignment with its 60th anniversary, Hakone Soba is not only revamping its menu with celebratory items but also initiating various promotional activities in stores. Some highlights include:

• - A limited edition menu celebrating the milestone.
• - A variety of events showcasing the history and unique dishes that have made Hakone Soba a treasured part of local dining.

One of the key elements will be the exclusive event planned for 'Hakosoba Day'. On this day, from 10 AM, participants will gather at the South Exit of Shinjuku Station, and embark on a journey that concludes around 12:15 PM at Odawara Station. The event package includes:

• - A ticket price of 3,850 yen for adults and 3,000 yen for children, inclusive of train fares.
• - Exclusive access to a specially decorated train car, where fun quizzes and janken (rock-paper-scissors) tournaments will be held, allowing fans of Hakone Soba to engage directly with the brand.
• - A chance to enjoy the special 'soba tsuyu onigiri' served on board, along with exclusive merchandise like commemorative badges and original stationery.

Key Transformations and Future Aspirations

Looking towards the future, Hakone Soba plans to sharpen its unique strengths cultivated over the past 60 years. This includes collaborating closely with the Odakyu Group to contribute to regional value creation through food. The brand aims to solidify its position as the soul food of the Odakyu line, continuing to deliver top-quality offerings rooted deeply in local culture.

In addition to train events, various promotions throughout the year are set to enhance customer experiences. These include the distribution of free tempura coupons and the launch of revived menu items that reflect the legacy of the brand.

To further foster connections with families, they will also host children's experience events featuring 'Mokoron,' the Odakyu group’s mascot, celebrating innovative ways to engage with the younger audience.

As the celebrations unfold, Hakone Soba is committed to further enriching the local community and inviting travelers to indulge in unique culinary experiences that celebrate its rich history. For anyone traveling along the Odakyu line, stopping by a Hakone Soba location is sure to offer a taste of tradition and local flavor that has stood the test of time.

For more details about the event, visit the official Hakone Soba website or check their updates on X.