#Japan #Tokyo #Hakone Soba #Wakamono Community #New Soba Menu

Hakone Soba's 60th Anniversary Campaign

In an exciting twist to commemorate its 60th anniversary, Hakone Soba has launched its 14th and 15th campaigns featuring innovative soba dishes co-created by a unique community of university students. These special items will be available at select locations starting February 10, 2026. This collaboration aims to bring forth menu options that resonate with the tastes and preferences of young adults.

Newly Introduced Dishes

1. Soy Milk Cheese Snow Soba (豆乳チーズ雪そば)

• - Price: 800 yen
• - Availability: February 10 to February 28, 2026

This unique dish features a creamy soy milk-based broth adorned with fluffy cheese and crispy tempura bits, topped with a molten soft-boiled egg and chewy potato cheese dumplings. With a winter snow theme reflected in the dish's pure white color, it wonderfully blends traditional Japanese soba with Western cheese flavors, making it both a treat for the palate and a feast for the eyes.

Feedback from college students involved in development highlights that this dish was born from a curiosity about what happens when soba meets cheese. Designed to be visually striking, it is meant to be shared on social media, encouraging diners to film their cheese pouring experience as if it were snowing.

2. Soy Kim Tan Soba (ソイキムタンそば)

• - Price: 800 yen
• - Availability: March 1 to March 31, 2026

The Soy Kim Tan Soba boasts an exquisite balance of flavors with a soy milk spiced broth and a medley of kimchi and chicken minced meat. Fresh shungiku (Chinese chrysanthemum) adds a refreshing accent to this healthy yet satisfying bowl. The combination of soy milk and spicy tanmen elements creates a comforting dish that warms both the body and soul.

Comments from the student developers mention the growing popularity of soy milk among their generation, especially in beverages like soy lattes. This blend of soy milk with Tanmen flavors turned out to perfectly complement the soba, leading to a surprisingly drinkable broth that younger customers will love—perfect for those who aim for a healthy yet hearty meal.

About the Wakamono Community

Formed as an imaginary department within Odakyu Agency, the Wakamono community serves as a creative hub consisting entirely of university students. Collectively, these young minds embark on workshops and fieldwork, infusing new ideas into the Odakyu brand and targeting youthful audiences, which aligns with the challenges outlined by Hakone Soba to attract a younger demographic.

Their collaboration with Hakone Soba began with a promotional campaign aimed at enticing 20-something males who have never visited the soba chain, proving that student participation can yield innovative culinary results.

For example, alongside these new soba dishes, Hakone Soba has engaged in various outreach activities, such as family-oriented experiences and unique children’s menu items, to foster a multi-generational connection to their brand.

Keep an eye on their official social media platforms, including their newly launched Instagram curated by the Wakamono community, which showcases the allure of Hakone Soba through a youthful lens.

Conclusion

Hakone Soba, well known for its commitment to quality and customer satisfaction, continues to evolve and innovate. This latest campaign not only celebrates its rich history but also invites the fresh perspectives of today's youth into their culinary offerings. Don’t miss the opportunity to experience these one-of-a-kind creations available at various locations including Shimokitazawa, Kyodo, Soshigayaokura, Seijo-Gakuenmae, and more.

Explore more on the Hakone Soba website here.