#Japan #Tokyo #TOKYU GOURMET #Ekisoba #Japan Soba

Exciting Soba Collaboration in East Japan

Six major soba companies operating in the Kanto region have joined forces for the fourth installment of their collaborative project, inviting fans to share their unique takes on station soba. Restaurant chains such as Shibusoba, Hakone Soba, Ekimenya, Iroiri-an Kiraku, Soba Dokoro Metoro, and Takahatasoba will participate in this initiative from January 19 to February 23, 2026.

Event Overview

The campaign aims to celebrate the vibrant culture of station soba, a cherished aspect of Japanese cuisine, by encouraging the public to showcase their personalized soba arrangements via social media. Participants can follow the official campaign account on X (formerly Twitter) [@ekisoba6] and post photos of their unique soba dishes using the hashtag #えきそば界隈. Not only do participants get a chance to share their culinary creativity, but they will also enter a lottery where 63 lucky winners will receive a special box filled with original goodies and acrylic keychains.

During the campaign, exclusive coupons for various soba brands will also be distributed randomly via the official account, providing added incentives for fans to engage with the event.

Promotions and Coupons

The promotion will feature 168 participating locations across the six soba companies, making it accessible for fans throughout the Kanto region. Notable brands include:

• - Shibusoba (15 locations)
• - Hakone Soba (44 locations, including franchise shops)
• - Ekimenya (11 locations)
• - Iroiri-an Kiraku (83 locations)
• - Soba Dokoro Metoro (7 locations)
• - Takahatasoba, Tamano Sato, and Manyosoba (8 locations)

Daily lottery draws will allow users to win various discounts appealing to all soba enthusiasts, from free toppings to sizable discounts on popular menu items.

Special Collaboration on YouTube

In conjunction with the campaign, a special video challenge featuring the representatives of each participating company will be broadcast on the official YouTube channel of Keio Railway. This fun competition will emphasize elements crucial to providing top-notch station soba, including taste, preparation speed, and customer service. The collaboration promises an engaging watch, portraying the intense pride and expertise that each company brings to the table.

History and Culture of Soba in Japan

Station soba has long been a staple for travelers in Japan, rapidly gaining popularity due to its convenience and rich flavors. With this initiative, the six collaborating companies strive not only to enhance the visibility of station soba but also to promote an appreciation of this unique culinary heritage among younger generations. By blending tradition and innovation, these businesses aim to keep the culture of Japanese soba alive and thriving.

Conclusion

This collaborative effort marks a significant step in promoting and celebrating a beloved aspect of Japanese culture—the station soba. Fans are encouraged to join in on the fun by sharing their creations and winning exciting prizes. Make sure to participate in the photo contest and witness the rivalry between Kanto's finest soba brands unfold on social media and beyond!