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Celebrating 15 Years of Sobaichi

Sobaichi, operated by JR East Cross Station Foods Company, proudly commemorates its 15th anniversary on March 26, 2026. Since opening its first store in Akabane in 2011, it has garnered the support of its customers throughout the years. To express gratitude, a series of special campaigns will be launched as part of the anniversary celebrations.

Exciting Developments for the Anniversary

The first initiative kicks off with the introduction of a new design for the store’s signature noren (fabric shop curtain) featuring the beloved Suica Penguin. This limited edition design represents not only a celebration of Sobaichi's history but also a collaboration with the Suica character, which is recognized across Japan.

Campaign Details

From March 26, 2026, the Suica Penguin noren will be displayed in 10 select Sobaichi locations, with subsequent stores to follow throughout April. The stores involved include:

• - Sobaichi Akihabara
• - Sobaichi Kanda
• - Sobaichi Ebisu
• - Sobaichi Shinjuku
• - Sobaichi Chiba
• - Sobaichi Ikebukuro
• - and more.

Additionally, a dedicated website will launch on March 26, showcasing Sobaichi's 15-year journey and its commitment to quality ingredients and products. Customers can find the special anniversary page at Sobaichi Anniversary Page.

Special Promotions and Rewards

From April 9 to May 13, 2026, customers can participate in the JRE POINT campaign. Shoppers using a registered Suica to purchase select items can enter a drawing to win 10,000 JRE POINTS or the exclusive Suica Penguin noren. To qualify, customers must purchase specific dishes at least three times during the promotional window.

Featured Dishes

Sobaichi will also introduce seasonal dishes to mark the anniversary:
1. Sakura Shrimp Cold Chirashi Soba (available March 26 – price: ¥780): A vibrant dish showcasing the flavors and textures of sakura shrimp, complemented by a unique dipping sauce.

2. Shirasu and Fava Bean Tempura Soba (available April 9 – price: ¥780): This dish combines the delicate taste of shirasu (young sardines) with the unique flavor of fava beans, served with crispy tempura for that extra crunch and gourmet experience.

These dishes are a testament to Sobaichi's dedication to seasonal ingredients and culinary excellence, celebrating the flavors of spring.

Social Media Campaign

To further engage with customers, Sobaichi is launching a social media campaign using the hashtag #SakuraShrimpColdChirashiSoba between March 26 and May 13, 2026. Participants can win a set of special condiments by sharing their dining experience on social media.

About Sobaichi

Known for serving freshly made soba noodles produced daily in-house and crispy tempura made on-site, Sobaichi continues to be a favorite among locals and visitors alike. The restaurant maintains a clean, inviting atmosphere where diners can enjoy their meals in comfort and style.

As Sobaichi embarks on this remarkable anniversary journey, customers can look forward to special offers, unique dishes, and the warm, welcoming experience that has made Sobaichi a beloved addition to Japan's dining scene. Visit Sobaichi and celebrate its 15th anniversary with a delicious meal, and don't miss your chance to participate in the exciting campaigns ahead!