Hanamaru Udon Expands with New Meat-Centric Concept Store in Tokyo

Hanamaru Inc., headquartered in Takamatsu, Kagawa Prefecture, is making a significant expansion by launching its unique meat-focused store in the bustling Akasaka district of Tokyo. This new concept store, named "Hanamaru Udon Meat Shop (Akasaka Itsumaki Street)" is scheduled to open its doors on May 13, 2026. This initiative is part of the company's ongoing efforts under the "Oide Mai! Sanuki Project," which aims to create new value for Sanuki Udon and promote its distinctive offerings across Japan.

Located just a stone's throw from Akasaka Mitsuke Station, the new store will not only revamp the dining experience but also introduce a brand new menu item— the "Baku Tantan", weighing in at around 1kg, with a whopping 340g of meat. This dish is a limited-time offer, showcasing the potential of Udon to cater to diverse tastes and preferences.

The introduction of the meat-centric store is part of an evolution in the way Hanamaru Udon envisions and serves its products. The brand has already celebrated the success of its cold tantanmen, which has surpassed 5 million servings since its debut. Encouraged by customer feedback, the restaurant aims to expand its culinary offerings beyond simple, light meals, appealing to a broader audience by experimenting with heavier, flavor-rich options.

Expanding Cultural Representation in Udon

The concept of "Oide Mai! Sanuki Project" revolves around enhancing the cultural and culinary representation of Sanuki Udon. The project emphasizes the diversity of this beloved dish—not just as a simple bowl of noodles but as a versatile platform to explore rich flavors, textures, and innovative combinations. By iterating on traditional recipes, Hanamaru is showcasing Udon in a way that resonates with modern dining preferences.

The new store follows a successful pilot in Takamatsu, where Hanamaru has introduced a meat-centric menu to good reviews, demonstrating that there are many ways to enjoy Udon.

Introducing 'Baku Tantan' — A Hearty Menu Item

Baku Tantan, developed from the popular cold tantanmen, is designed to deliver an overwhelming satisfaction factor. Made with thick, chewy Sanuki Udon noodles paired with a rich, bold tantan flavor, this massive serving exemplifies a fulfilling meal for those seeking both quantity and quality. The "Baku Tantan" will be available at all Hanamaru locations nationwide from May 13 to June 3, starting in the middle of the month. The product prices are set at 1,380 yen for the medium size and 1,600 yen for the large size, which are inclusive of tax.

Additionally, the new meat shop will feature exclusive menu items focused on meat, such as the “Three-Types of Braised Meat Udon” for a rich flavor experience and the “Korean-Style Beef Bukkake”, a bibimbap-inspired dish that perfectly integrates tender beef with succulent Udon.

Unique Store Design and Engagement Activities

The Akasaka location has been redesigned with an eye-catching orange facade and vibrant advertisements displaying its flagship dishes. Featuring a stunning five-meter mural by popular illustrator Kazumi Obika from Takamatsu, the decor visually articulates the concept of indulgence, centered around the theme of "avidity."

Moreover, to celebrate the new store's launch, Hanamaru will also run a special campaign, offering selected menu items for 290 yen on limited days from May 13 to 16, making it an irresistible opportunity for new customers to experience the innovations firsthand.

This launch serves as a crucial milestone in Hanamaru's commitment to reviving Udon's storied tradition while inviting a new, diverse clientele to savor its offerings. With the synchronization of innovative marketing strategies—like advertising at Akasaka Mitsuke Station—the company seeks to cultivate a vibrant community appreciating the depth and possibilities of Sanuki Udon.

In addition to menu innovations, Hanamaru Udon remains dedicated to building bridges between traditional culinary practices and contemporary tastes, ensuring every customer enjoys a delightful surprise with their meal.