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Unique Culinary Experience with JR East's New Dish

JR East is taking a bold and humorous step into the culinary world by introducing a fascinating new dish: Okonomiyaki-style Tempura! Set to hit the shelves on May 8, 2025, this limited-time offering is designed to bring excitement to its station soba shops, "Irori-an Kiraku" and "Irori-an Kiraku Soba," located in a total of 85 outlets as of April 24, 2025. Thanking the Osaka Destination Campaign for its inspiration, the company aims to bring the vibrant flavors of Osaka to train passengers across Japan.

Taste the Flavors of Osaka

The signature dish, Okonomiyaki-style Tempura Soba, is priced at 670 yen (including tax) and captures the essence of the classic Japanese dish known for its savory goodness. Made with fresh ingredients like squid, cabbage, aonori (green seaweed), and pickled ginger, the tempura is expertly fried to achieve a crispy texture that complements the soba beautifully. The surprising combination provides a unique taste experience that will leave noodle lovers craving more.

In addition, the Okonomiyaki-style Mini Tempura Don Set, priced at 840 yen (including tax), offers an enticing visual display, aroma, and flavor that mirror an authentic okonomiyaki meal. The skillful blend of sauces enhances the tempura’s taste, leading to a harmonious balance that creates a truly indulgent experience.

Behind the Scenes: Crafting the Perfect Dish

The inception of this new product stems from the desire to promote Osaka's culture through food during the Destination Campaign. According to the product development team member, Shishido, they sought inspiration from the dishes that best represent Osaka, striving to create a delightful snack that invokes a sense of nostalgia for travelers.

Focusing on achieving the perfect balance in texture and flavor was paramount for the team. During internal presentations, some team members humorously questioned who would actually buy the dish. However, once the dishes were tasted, sentiments shifted towards excitement with comments appreciating the high level of recreation and originality behind the concept. Shishido noted, "It was rewarding to see our efforts and dedication acknowledged."

Interestingly, some employees from the Kansai region chimed in, playfully stating, "Okonomiyaki belongs to the world of flour-based dishes, not deep-fried foods!"

More than Just a Meal: The Irori-an Kiraku Brand

Irori-an Kiraku aims to offer a comforting and relaxed dining experience, drawing diners to their establishment for a casual yet satisfying meal. Since its inception in April 2008 at the Granduo Kamata, the brand has expanded to include 85 locations across the Tokyo metropolitan area by April 2025.

The essence of Irori-an Kiraku lies in serving fresh, homemade soba and offering unique proprietary dipping sauces, along with fresh, in-house made tempuras. The inviting atmosphere, accentuated by warm lighting and cleanliness, ensures a welcoming space suitable for all customers, allowing them to take a break and recharge amidst their busy lives.

About JR East Cross Station

JR East Cross Station, headquartered in Shibuya, Tokyo, has rapidly evolved since its establishment on April 1, 2021. The company engages in various retail initiatives, from operating convenience stores like “NewDays” to running food brands like "Irori-an Kiraku" and "Bex Coffee Shop." With a diverse portfolio, including the management of commercial properties like “Ekiuto” and “Gransta,” they aim to enhance customer experiences throughout Japan’s bustling train stations.

In conclusion, JR East’s new Okonomiyaki-style tempura is not just a meal; it’s a cultural experience waiting to be enjoyed. From the innovative flavors to the convenience of nearby locations, this dish is poised to become a must-try for both locals and travelers alike.