#Japan #Tokyo #Ajinomoto #Madanatsu #Gokisousama

Experience Autumn Flavors at "Madanatsu Shokudo"

Are you ready to taste the extraordinary combination of autumn flavors with traditional summer dishes? Thanks to Ajinomoto Co., Inc., autumn will meet summer at a temporary restaurant titled "Madanatsu Shokudo". This unique culinary experience will take place on September 22-23, 2025, at ZeroBase Omotesando in Tokyo. The event aims to celebrate the unconventional weather pattern of an extended summer, which has become prevalent due to climate change.

Our Unique Project: Gokisousama

Under the Gokisousama Project, Ajinomoto has designated a new season called "Madanatsu" to address challenges faced by consumers during the warmer months. According to an investigation conducted in July 2025, an astonishing 80% of participants reported a significant reduction in opportunities to enjoy seasonal autumn produce due to the prolonged summer heat. On top of that, 90% admitted to struggling with meal ideas during hot days, causing a lack of creativity in their summer menus. This is where "Madanatsu Shokudo" comes in, offering a refreshing approach to dining during this unusual weather phenomenon.

An Exciting Culinary Experience

The highlight of this pop-up restaurant will be the specially crafted dish called Madanatsu Hiyashi Chuka, a twist on traditional cold Chinese noodles. By incorporating seasonal autumn vegetables such as pumpkin, sweet potato, shimeji, eggplant, and lotus root, diners can create their customized dish by selecting three toppings of their choice. The dish will be accompanied by Honda Shi®, a product that enhances the umami and depth of flavor of the meal.

Event Details

• - Event Name: Madanatsu Shokudo by Gokisousama Project
• - Dates: September 22-23, 2025
• - Opening Hours:

- September 22 (Mon): 16:00 - 19:00
- September 23 (Tue/ Public Holiday): 11:00 - 14:00, 16:00 - 19:00

• - Location: ZeroBase Omotesando 1F

(3-5-22 Kita-Aoyama, Minato-ku, Tokyo)

• - Free Menu: Madanatsu Hiyashi Chuka

Social Media Participation

Guests attending the event will have the chance to win a 60g bottle of Honda Shi® by sharing their experience on social media using the hashtags #MadanatsuShokudo and #PR. Those who post will receive a complimentary gift to enhance their culinary journey.

Innovating Under Heat

This initiative does not just stop at delicious dishes but aims to confront the pressing issues stemming from climate change, encouraging consumers to find joy in seasonal eating despite the ongoing heat. As we adapt to this new climate reality, introducing "Madanatsu" opens doors to enjoying fresh produce that might otherwise be overlooked and underutilized during the warmer months.

A Culinary Mastermind Behind the Menu

The Madanatsu Hiyashi Chuka recipe is crafted by renowned chef Hiroki Higashiyama, who provides insights into how to enjoy this novel dish at home. He emphasizes the importance of preparing ingredients with proper chilling techniques to achieve a refreshing meal even during warm days.

Why This Matters

As we step into a future that presents unpredictable climatic patterns, it becomes increasingly vital to embrace versatility in our dining habits. "Madanatsu Shokudo" not only highlights the beauty of seasonal eating but also respects evolving palate preferences, making autumn flavors more accessible during the "Madanatsu" period.

Conclusion

Madanatsu Shokudo exemplifies how culinary innovation can foster a deeper connection to seasons and sustainability in eating practices. Join us on September 22-23, 2025, to experience this incredible fusion of summer and autumn while celebrating a new era of culinary exploration. With dishes like Madanatsu Hiyashi Chuka, we can savor the best of both worlds as seasons meld into one delightful plate.